Holly flying the shop independent day flag

Join Shop Independent Day


For as long as there is breath in our bodies you will find us flying the flag for small businesses — and we hope that you’ll join us. That’s why we campaign for Shop Independent Day, a dedicated moment each year dedicated to highlighting the importance of shopping small (though for us, it’s day in day out).

Brilliant Signs 'vote with your money' speaker

Our 2023 campaign message


Micro businesses are essential to the UK economy — generating £1.6 trillion and employing 16 million people. Yet 92% of small businesses reported that they simply do not feel seen, heard or loved. So until it’s that time of year again…

Tour bus

Shop Independent Day over the years


We’ve campaigned in many ways since 2017 (from taking to the streets with placards to launching a ‘Shop Small Summer Of Love’) but in 2021, we surpassed ourselves. We thought, “How can we move this on to keep surprising people in the most eye-catching and magical way possible?” So we visited more than 100 independents in a giant, multi-coloured bus to help gain them some attention and tell their stories. This was great for coverage but even better for the soul as Holly met with founders and shared their sunshine.

Flying the flag for small business

Supporting Holly's High Streets


To help shine a light on the UK’s finest high streets for #ShopIndependentDay on Saturday 24th June, we visited seven of the best. Places where wonderful independent shops continue to thrive thanks to creative window displays, unique products and impeccable customer service from warm human beings. We celebrated them with exclusive flags designed by Dave Buonaguidi which adorned the following areas. Plus we’ve added many of the brilliant independents there to our site so you can find them and shop with them, or if you’re local to any of these areas, visit:

  • Twickenham (Church Street)
  • Hexham (Market Street)
  • Haworth (Main Street)
  • Holt (throughout the town)
  • Frome (Cheap Street and Catherine Hill)
  • Folkestone (Old High Street)
  • Darlington (our special competition winner!)
Placarding for Campaign Shop Independent

Highlights from Folkestone


Not many people can have a sun-filled day out in Folkestone and call it work. Especially when it’s on the beach, with a vibrant community of the UK’s best small businesses, personalised rock, cool chip forks and hot tips for the very best places to go… But that’s what happens when you build a life you love and your passion becomes your career. We’ll remember when it gets cold that 2023 was a good summer!