When you’re running a small business, it’s easy to get caught up in the day-to-day grind of emails, content creating, admin etc. But there’s one thing that can elevate your business far beyond spreadsheets and sales funnels: community.

In a world that feels increasingly disconnected, building and being part of a community isn’t just “nice”—it’s essential.

Here’s why…

1. Community Creates Loyalty That Money Can’t Buy

Big businesses have big budgets. But small businesses have something even more powerful: authentic relationships.

When you actively engage with your community, whether it’s chatting with customers, sponsoring local events, or partnering with nearby businesses, you’re not just another store. You become their store. That emotional connection leads to loyalty that no discount can match.

Did you know…

76% of UK consumers prefer shopping with local independent businesses

Source: Visa UK, 2023

British shoppers want to support their local businesses. Being active in your community makes your business the obvious choice for those looking to “shop local.”

“When you support a small business, you’re supporting a dream.”

– Unknown

2. Word of Mouth Starts in the Community

You can spend hundreds on ads, but the most powerful marketing tool is a happy customer telling a friend. And guess where that happens? In the community.

Whether it’s someone recommending your café at a local school meeting or a customer posting about your shop in a neighbourhood Facebook group, community spreads the word in an organic, trusted way.

Did you know…

Word-of-mouth and local recommendations drive over 60% of new business for UK SMEs

Source: The Federation of Small Businesses (FSB)

Whether it’s chats at the school gates, in local Facebook groups, or through village noticeboards, community connections are powerful and free marketing tools.

“Every time you spend money, you’re casting a vote for the kind of world you want.”

– Anna Lappé

3. Support Goes Both Ways

Being a part of a community means you’re never really going it alone.

During tough times (like the pandemic), communities rally around their local businesses. People go out of their way to buy gift cards, promote you online, or just check in. But that support needs to be earned. Show up for your community, and they’ll show up for you.

Did you know…

70% of UK consumers say they are more likely to support a business that gives back to the community

Source: YouGov

Sponsoring local events, working with schools, or donating to a local cause isn’t just good PR—it directly impacts how your business is perceived and supported.

“Alone we can do so little; together we can do so much.”

– Helen Keller

4. Local Partnerships Open Doors

Building relationships with other local businesses and community leaders creates collaboration opportunities that can’t happen in isolation.

Think pop-up events, cross-promotions, or even just referrals. A nearby yoga studio might recommend your smoothie bar. A bookstore might let you leave flyers for your writing workshops. When small businesses lift each other up, everyone grows.

Did you know…

99.9% of UK businesses are SMEs—and they’re at the heart of local economies

Source: UK Government, Business Population Estimates 2024

When small businesses support each other and collaborate locally, it strengthens the whole community and helps everyone weather economic uncertainty.

“Behind every small business, there’s a story worth knowing.”

– Paul Ryan

5. Your Business Becomes a Hub, Not Just a Brand

When people feel like your business is part of the community, it changes everything. You become more than your product or service - you become a familiar face, a safe space, a part of their routine.

That’s the kind of connection that keeps customers coming back, even when cheaper or more convenient options exist.

Did you know…

Local collaborations and events boost footfall by up to 25%

Source: British Independent Retailers Association (BIRA)

Pop-ups, shared promotions, or even simple joint social media campaigns with neighbouring businesses increase visibility and customer flow - especially during seasonal peaks or local festivals.

“A small business is an amazing way to serve and leave an impact on the world you live in.”

– Nicole Snow

So, How Do You Build Community as a Small Business?

It doesn’t have to be complicated. Try things like:

• Hosting a small event or workshop

• Highlighting local customers or creators on social media

• Donating time or services to a local cause

• Just talking to people—genuinely and consistently

In the End, People Buy from People

Community isn’t just a strategy - it’s the soul of your small business. It’s what makes you memorable, meaningful, and sustainable.

So take the time to connect. Show up. Give back. Because when you invest in your community, you’re really investing in your business.

Support from the Shires was born out of the realisation that community is so important for small businesses. True authentic connections help small businesses thrive. Let’s support each other, shop local and build those lasting friendships.

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