Younger Generations Want to Shop Independent Retail. Are you inviting them in?
By Terresa Zimmerman, host of Main Street Matters & founder of Wood Underwear
I have the fortunate opportunity to speak with independent retail store owners every day. One of the many common concerns I hear is about aging clientele, the impact on your futures and whether there is anything you can do about it.
There is something you can do about it. Starting with a focus on what you’re already great at – relationship building and personal service. In a world where we are more connected than ever through technology, we seem more disconnected than ever from other people. If ever there was an industry to address that issue, it is independent retail. If there was ever a generation that needed personal connection, it’s Gen Z, and even Millennials.
According to studies by Appnova and McKinsey, younger generations, Gen Z and Millennials, despite their tech-savvy nature, are increasingly seeking out and shopping independent retail stores. Their motivation lies in exactly where independent retail has its strengths:
Desire for curated assortments, unique products, no delivery fees and no waiting time.
Support for Local - Shopping locally helps them feel connected to their communities and allows them to contribute to the success of smaller businesses.
Social and eco-consciousness - aligning with their local economies, communities, and small businesses resonates with younger generations’ concerns over social responsibility and sustainability.
Personalized service and intimate shopping experiences that contrast with the impersonal nature of large chain stores or online shopping.
Online and Offline Hybrid Options: Local retailers are increasingly expanding their reach through social media and online platforms, making it easier for younger customers to discover and support them both online and in-store.
Independent retail stores on our main streets are the heartbeat of our communities, offering service, character, and the personal touch that younger generations crave. Many of you are already taking action, and there’s so much we can learn from each other to keep this vibrant spirit alive.
Meet your customers where they are, online, and share your journey.
Many independent retail owners are stepping into social media, even if it's outside their comfort zone—and it’s paying off. Engaging online doesn’t always have to be about posting the expected “outfit of the day” shots. Most customers have no idea what goes into running a retail store or the level of care, craftsmanship, and dedication behind the scenes. When they see these details, they become more engaged and interested. Sharing your story through social platforms not only brings them closer but also deepens their appreciation for your work, creating a stronger connection.
“I don’t like social media too much but my nephews insisted we had to have a presence so we started shooting some videos, just educational ones. I went into the back. I had no intention of being recorded but just to do my work. The guy came back and asked if I have work to do, said just keep on working and he was going to film it.” Alex Hamka, founder of Alexander’s Custom Clothiers (Ann Arbor, MI), talks of his hesitancy about social media and Tik Tok, “It was maybe a minute and a half after editing. We posted it. It ended up with 2 million views on the stuff in the back room, nobody's ever seen before. You know, a tailor in the back explaining what he's doing. Right. And immediately we started getting calls from Houston, Texas, Palm Beach, California.” (hear more from Alex)
Create an inviting offer that draws people in.
Sometimes, potential customers hesitate to walk in, unsure if it's too expensive, too formal, or whether browsing is even welcome. In independent retail, a key part of providing exceptional service is crafting an atmosphere that feels approachable and welcoming. Once they step inside, it’s important to back up that first impression with a thoughtfully curated selection and attentive service that makes them feel at ease and valued.
“One of the things that we offer in our store is we just don't exclusively go after the super high end. We have shirts in the store from $125 up to $350. We have suits in the store at a broad price range. We make sure we have a wide variety for different ages and economical situations,” comments Kory Helfman, proprietor of Ken’s Man’s Shop (Dallas, TX), on staying relevant for and attracting a multi-generational clientele. “We also have the same thing in styling. We make sure that we have slim contemporary fits that are going to be a little trimmer for the guy who wants that look, as well as classic fits.” (hear more from Kory)
Trust is Built on Mutual Sharing and Understanding
Trust between retailers and customers, thrives on mutual sharing and understanding. Offering personalized advice—like what to wear and why it works—builds credibility and deepens your connections with clients and sharing expertise on fabrics, fits, and style tips shows knowledge. You build trust when your customers feel you understand their personal style and preferences. You solidify that trust when they also learn about your own experiences and passions. This exchange builds loyalty and lasting relationships.
“It’s gratifying, the people that I meet, the relationships. I don't have to be pushy. I just show up and just do what I do. It attracts people. I've had so many people tell me, hey, man, I really don't need a suit but I just want to come to your place just based off of the enthusiasm in which you teach the class,” Curtis Holloway, proprietor of Suitability of McLean (McLean, VA) expands on his educational programs and the value of relationships in his business. “And then, they all say that my story touches them as well in terms of making that decision to walk away from a 20-year job that most people think is one of the best jobs there in the world. I just had a different mindset and just wanted more.” (hear more from Curtis)
Why do we love independent retail stores? Simple. It’s about relationships and the personal touch they provide – something that transcends generations.
Sharing your experiences, your concerns and your stories with each other can have a big affect on other independent retail owners and operators. How are you attracting a wider, perhaps younger, customer? We’d like to hear about it.
