'Mindful shopping' brings festive cheer to independent stores

The owner of the world's oldest record store says she hopes "mindful shopping" will mean good business for independent retailers this Christmas.

Spillers Records in Cardiff has been selling music since 1894, and owner Ashli Todd said the act of holding products and speaking to experts was the antidote to a "click and wait" online experience.

"It is really nice to see when people come in and they look for inspiration or they look for advice, [because] they want to buy something with a more thoughtful approach," she said.

Bangor University economist Ed Thomas Jones said smaller businesses had to give customers "the experience that they cannot get online".

Business at Spillers has been boosted by the continuing demand for physical music, including rising sales of vinyl and a resurgence in the sale of CDs.

"We never stopped selling vinyl when CDs came in, and with the rise of popularity of vinyl we've never stopped selling CDs either," Ms Todd said.

"When I started buying vinyl, it was very much from a nostalgic throwback to what my parents listened to at home. And similarly, with the new waves of students that come in, we're seeing younger people buying CDs as well."

Despite that, Ms Todd admits the past few years have been challenging.

"The cost of living crisis is still ongoing, the increasing wealth gap, inflation is affecting everybody… everyone's overheads are rising when they're running a business.

"So it's not as clear cut, but put it this way: coming from the positive position of having a business in an area that, from reports and footfalls, seems to be thriving in comparison to other parts of the country, it could be a lot worse."

That optimism is shared by other traders in Cardiff's historic arcades, where the landlords have reported higher numbers of shoppers passing through.

Nick Turner, director of Camera Centre UK, has worked in Cardiff for 30 years.

He said the Morgan and Royal arcades had been busier this Christmas, especially for shops offering a service that isn't available elsewhere.

"People are reverting from the old ways, where they would go into big superstores, because you don't get professional workers who are trained photographers."

Mr Turner believes the appeal lies in expertise and uniqueness.

"When you've worked in town as long as I have, people come in and ask you anything… even if it's not related to photography.

"But yeah, people travel to see specialists. The arcades have specialist people, a lot of little boutique shops, which is unique."

For Marika Jones, who manages the Morgan Quarter, the trend is clear.

"Our footfall is up hugely and a lot of these people are young people now. They want to see what they're buying, rather than purchasing online," she said.

Footfall in the arcades has increased month-on-month this year, according to Ms Jones.

"It's great for our businesses, and we're nearly fully let, so that shows, doesn't it?"

With some of Cardiff's independent stores reporting strong trade in mindful shoppers, the Christmas period could bring a welcome boost to a sector that's struggled.

As Ms Todd at Spillers put it: "Seeing people putting thought into what they're buying is always really lovely to see, and we get lots of customers who come in year in, year out.

"It's a lovely time of year for us to help people with their purchases."

Dr Thomas Jones, senior lecturer at Bangor University, said shops on the high street would continue to "find it difficult to compete against the online retailers… it's a trend that has been here for a long time and is not going away".

He said the independent stores need to give customers a "personal shopping experience when they walk through the door… engage with the customer in order to understand them better, and what their needs are".

While Cardiff's arcades are buzzing with shoppers seeking a personal touch, in reality millions of people will turn to online retailers for convenience this Christmas.

"Shopping trends throughout the year show people are still shopping online," Dr Thomas Jones said, adding that "Black Friday and the cyber events in November" showed the appeal of chasing deals on the internet.

At Amazon's vast fulfilment centre in Swansea – nearly a million square feet of stock – the pace is relentless.

"It's extremely busy this time of year," site leader Chris Bailey said. "We're going to ship millions of items, which is absolutely phenomenal."

For many, online shopping isn't just about speed, it's about accessibility. Orders will be dispatched from the Swansea warehouse right up to Christmas Eve.

But Mr Bailey insists online doesn't replace the high street, it complements it.

"Like everybody, [I think] there's a place for both. I like shopping on the high street, I shop online… I definitely think there's a place for both."

That balance is something Darren Wells understands after 24 Christmases at Amazon.

Based in the packing area, he has seen the evolution of festive shopping first-hand.

"Yeah we saw the trends, the Tamagotchis, the Furbies," he said, recalling the must-have toys two decades ago.

"And yesterday I was packing some junior Monopoly, junior Cluedo. The board games.

"You think kids are all on their iPads, their Xboxes, their PlayStation 5s."

He also gets to see everyone else's Christmas presents as they're ordered and packed.

"I get to see the products, which is kind of exciting, especially as Christmas comes and you're thinking, 'oh, my partner might like that'," he said.

Mr Wells loves the seasonal buzz.

"It's so fast and furious, and before you know it, it's over."

The online stores can guarantee a good Christmas trade, but smaller independent retailers will hope the more mindful shoppers will spend in store as well.