How to get customers to spend more in store

The cost-of-living crisis may still be playing a part in consumers’ purchasing decisions, but it’s not a simple case of price equals value in 2025. Independent retailers are well placed to offer a holistic idea of value – think experience, story, provenance and self-gifting credentials – that mean that despite tighter belts shoppers are still willing to treat themselves to fine food and drink and are open to an upsell.

First things first: arm your staff with the knowledge and passion they need to create new sales opportunities. A block of cheese can be so much more than a cheese; it can be a locally-produced artisan cheese made using milk from cows who graze two fields away, which pairs beautifully with a fruity chutney and smooth and buttery white wine. By educating your staff about the products in your range, their enjoyment and interest in what they are selling becomes palpable and a valuable selling tool. 

Upselling tools

When it comes to ramping up excitement, nothing beats in-store theatre for connecting shoppers with your produce. Matt Hopkins, founder of IND!E suggests live baking, cheese-cutting demonstrations or meet the producer events to create engagement and encourage spending. 

Selling local or otherwise tricky to get hold of products can also reap rewards. “A great example of this came from a Forest Holidays Pop-Up, where they struggled to sell cans of Coke – customers knew they could buy them 10p cheaper at Tesco. Yet, they had no problem selling bucket loads of locally made ginger beer at three times the price,” says Matt. “Why? Because shoppers are seeking authenticity, provenance, and a unique story behind what they buy. This mirrors what we see in IND!E Pop-Ups across the country – whether in fine food retailers, farm shops, or department stores. When customers discover something they can’t get elsewhere, they’re willing to spend more. It’s not about price – it’s about exclusivity, experience, and emotional connection, and that’s where independent retailers have a huge edge over the multiples.”

With personalisation a key retail trend – and everyone from small producers to Coca Cola getting in on the action – it can be a surefire way to engage customers and inspire them to level-up their shopping basket. “Offer personalised hampers, corporate gifting, or bespoke product selections,” suggests Matt.

Mistakes to avoid

Meanwhile, there are plenty of errors that can get in the way of inspiring your customers to spend more. Just as great communication can be an invaluable selling tool, poor signposting can spell the end of a potential sale. “If customers don’t understand the value or use of a product, they won’t buy it,” says Matt. “Clear labelling, pairing suggestions, and staff recommendations are essential” – as is the justification for higher price points. 

Fine food retailers aren’t in the business of profiteering, but it can seem that way if your prices are miles above those of other outlets with no justification. There’s a simple fix, says Matt: “use storytelling tasting and displays to reinforce the craftsmanship and sourcing,” he advises. 

The building blocks of your store can also play a large role in upping basket spend. We’ve all witnessed abandoned baskets and sympathised with the frustrated shoppers who left their wares rather than face an excessively long wait at the till, so do what you can to minimise this risk. Convenience is key, even in a fine food shop: “If checkout is slow, packaging isn’t suited to gifting, or store navigation is unclear, shoppers will limit their basket size,” says Matt. Add till points and staff to shorten queues and wait times, but be sure to offer impulse treats such as confectionery and locally-sourced low-value items such as biscuits and flowers to tempt customers as they near the till.

Matt Hopkins, founder of IND!E, shares his basket-boosting tips

1. Curated bundles & upsells: Encourage multi-buy deals on complementary products (e.g., a cheese selection with chutney and crackers)

2. Tasting-led sales: Customers are far more likely to buy when they’ve sampled. Weekend tasting stations, food pairings, and ‘try before you buy’ options help convert interest into purchases

3. Strategic product placement: Position higher-margin impulse buys near checkout areas and use signage to encourage last-minute additions

4. Seasonal & limited-edition offerings: FOMO (fear of missing out) drives purchasing decisions. Use small-batch, seasonal, or exclusive products to encourage urgency