New research commissioned by online marketplace Faire has found that 74% of Gen Z shoppers prefer shopping at independent retailers, with 62% willing to pay more at indie shops.

The poll of 2,000 adults shows that a majority of people aged 18-27 prefer the ‘personal touch’ of an independent store, with 40% of the Gen Z age group also most inclined to avoid chain stores for indie retailers. Over a quarter of respondents (27%) report that they shop at independent retailers more frequently than they did two years ago.

Charlotte Broadbent, UK general manager at Faire, said: “The independent retailers we work with at Faire tell us that it’s often their youngest shoppers who most value the uniqueness and personal touch that independent stores offer over larger retailers.

“The fact they’re also prepared to pay extra for products sold by independent stores shows just how strongly they feel and how optimistic we should be for the growth of the independent retail sector in years to come.”