According to the 2011 American Express Spendsetters Report, which surveyed 1,000 consumers, 46 per cent of Brits now try to support their local economy through their local shopping choices and habits.
To achieve this, Brits often utilise social media.
"There are a lot of new retailers selling interesting products that aren't easily available elsewhere where tweeting can be [used] about new products, extensions of ranges and new shops," Professor Joshua Bamfield, director of the Centre for Retail Research, remarked.
"There is no point in routinely tweeting, because no one will want to follow if you're not leading anywhere. You've got to have something to say," he continued.
Professor Bamfield added that businesses with a selective clientele can harness social media to "build a community" of like-minded customers.
Posted by Simon Jones
