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specialityfoodmagazine.com 13 in grocery e-commerce, with even Ocado failing to keep up with demand and having to stop accepting new customers altogether. “Even with Christmas aside, I think it’s a really important time for SMEs to review their [online] strategy,” says Fiona. “And that means revisiting your purpose and revisiting your vision for the business, which will have changed.” At Christmas, in-store shopping is a nostalgic experience, but this year consumers may be physically unable to shop as they would like to. “The big Christmas shop as an event, with consumers making a day of it to go out and pick up festive supplies on the high street in one go may not be so easy this year if social distancing remains in place. This leaves the door open for retailers with well- established e-commerce operations who could capitalise on shoppers choosing to limit travel and buy online,” explains Matt at Kantar. ‘Tis the season to celebrate local This year has thrownmany challenges at small businesses, but there are reasons to be optimistic about the future. Lockdown life taught many consumers the importance of their local shops –whether that’s the friendly atmosphere and personal touch of a farm shop down the road or the unique selection available from a local butcher. While overall consumer spending fell by 36.5% in April, according to Barclaycard, food and drink specialist stores proved to be a bright spot, with off-licences, greengrocers, independent convenience stores, butchers and bakeries seeing 37.7% growth. More than half of British consumers said the pandemic made them realise howmuch they value their local shops, and as a result they’re planning to spendmore in local retailers. Specialist shops have also begun attracting a younger demographic according to research from IGD. Nearly a quarter of 18 to 24 year olds said they had visited their local butchers, fishmongers or greengrocers in 2020, up from 20% in 2019. “The world has gone local,” says Rosie. “People care about their local businesses. If we make it convenient and easy for them to shop locally, they will.” And the trend that’s set to last. A YouGov poll commissioned by trade body Co-operatives UK said eight out of 10 consumers who shopped locally during the coronavirus lockdown intended to continue to do so more often once the crisis is over. “Most farm shops, convenience stores and local fine food retailers have done amazing business during the pandemic,” Paul says. “They have provided a vital service to local communities, enabling people to shop quickly and safely, withmany going the extra mile by offering free delivery to vulnerable people in their communities.” Hayley believes it is essential that farm shops and fine food retailers continue to respond to this trend in the run up to Christmas. “By offering essential Christmas lines that consumers would have previously bought in the larger supermarkets, combined with a selection of more premiumgiftable lines and festive treats, this will allow for customer retention and repeat business throughout the Christmas shopping period. “If SMEs continue to respond to customer demands and bring added value to the consumer shopping experience at Christmas, we are confident that their sales will flourish,” Hayley says. As the UK’s lockdown lifts and restrictions such as the two- metre social distancing rule ease, businesses will have to learn to navigate a new normal. “After such a challenging year, the small business community is hoping that, by the time the Christmas season comes around, we are back to something more closely resembling normality,” says Mike Cherry. While that is impossible to guarantee, whatever happens in the months to come SMEs can be confident that they are well-placed to respond to the changing landscape with agility and innovation. So let the Christmas 2020 planning begin. that in April 36% of Brits increased their online shopping, up from just 7% fewer than two months earlier. Mintel expects the online grocerymarket to grow by 33% in 2020 to reach an estimated value of £16.8 billion – a phenomenal rise following four consecutive years of slowing growth. For specialist retailers, this means having an online shop is no longer optional. “Businesses that have done well over the past three months were those already set up for online. They had a headstart and will have been able to further adapt and improve their services. Many who weren’t online began offering options during lockdown but didn’t always have the skills to build a sustainable system,” says Lee Smith, global head of commerce at Kantar’s Insights Division. FSB national chairmanMike Cherry said Covid-19 had caused one in six small firms to increase their existing online presence or create a whole new one in order to stay afloat amid the lockdown. “Many were already offering services online, and others were looking to branch out, prior to March, so the pandemic has verymuch accelerated the move to digital.” But the pandemic-influenced rise in online sales exposed huge flaws If SMEs continue to respond to customer demands and bring added value to the consumer shopping experience at Christmas, we are confident that their sales will flourish THE BAY TREE PERFECT FOR CHRISTMAS A selection of five delicious accompaniments for Christmas. thebaytree.co.uk HAWKINS BROS MAUD HEATH TYTHERTON RED 2017 A wonderful warm and rich blend of Rondo and Pinot Noir grown in Wiltshire. hawkinsbros.co.uk TRACKLEMENTS CHRISTMAS SPICE CHUTNEY LE PARFAIT A blend of cranberries, Bramley apples and a host of festive spices. tracklements.co.uk STOKES SAUCES CRANBERRRY SAUCE Crammed with cranberries, this spoonable sauce has a richly intense flavour. stokessauces.co.uk COLE’S FESTIVE PLUM PUDDING Made using vine fruits and apple cider. colespuddings.com LONG CLAWSON BLUE STILTON Soft and crumbly, with a complex flavour developed over eight weeks by master cheesemakers. clawson.co.uk CRANE’S CRANBERRY & BLOOD ORANGE LIQUEUR Handcrafted from the highest quality cranberries sourced from Wisconsin USA and infused with blood orange juices and rind. drinkcranes.co.uk JAFFA CAKE GIN Distilled with oranges, fresh orange peel, cocoa powder and jaffa cakes. masterofmalt.com