Mark Chapman, from the Charity Retail Association, says charity shop numbers are at a high but it is important to expand online operations
The high street is a challenging environment right now. Closed units, high business rates, and footfall levels varying from one region to another. However, we know one thing, and that’s charity shops have a strong part to play in a town centre’s revival.
Since the turn of the millennium, the way we shop has changed dramatically. Customers are no longer blindly loyal to a brand or outlet if they can get their goods cheaper elsewhere. In recent times, the loss of established high street chains such as British Home Stores and Woolworths have served to underline that when it comes to competing for the pound in a customer’s pocket, the public is unforgiving.
According to our research, charity shop numbers are at a record high. This is no doubt due to the change in the way we shop in the 21st century. People are looking for bargains, and in some cases, their purchase being an environmentally-friendly one. Charity shops meet both criteria.
That said, charity shops should take nothing for granted. In this uncertain climate, we encourage charity shops to be agile in their approach. Some may look at moving out to out of town retail parks, but that might not suit other charities’ retail strategies.
Our recent Scotland Conference saw our guest speaker, Professor Leigh Sparks from the Institute for Retail Studies at University of Stirling, argue that decentralisation of town centres is not just confined to retail. When you study that further, categories of high street staples are disappearing to out of town sites: sporting venues, schools, hotels, and cinemas to name just four.
In the medium term, a multi-modal approach is vital to charities if they want to increase – or even maintain – their income. Expanding online operations will ensure charity shops uphold brand awareness and attract untapped sales. Even the size of a charity shop is changing. All across the United Kingdom, Charity shop “superstores” are opening, a move we think will bring an added dimension to the sector.
Additionally, more charity shops should look to diversify if they are situated among other competitors – a move vital if they wish to survive. Furniture and electrical stores, bookshops, and vinyl are just three ways of standing out from the crowd.
In summing up, the future for charity shops on the high street will bright if they leverage all resources available to them. Partnerships with local authorities can cement their place on the high street. Together, they can drive a powerful approach to our town centre. Not only can high streets recover, but with charity shops placed at the heart of them, they can prosper.
Mark Chapman is communications and campaigns executive at the Charity Retail Association
