What’s Trending in Retail Marketing (and What’s Actually Worth Doing)
Not every trend is worth chasing. Here are five that are actually delivering cut-through for independent retailers right now — and how to make them work for your business.
1. Personalised print is making a comeback
In an overly digital world, well-designed catalogues, flyers, and printed mailers are standing out again — especially when they feel tailored. Whether it’s a postcode-targeted drop or a VIP thank-you card, tactile touchpoints are cutting through the noise.
Print gives small retailers an edge when done right. Use it to anchor a campaign, spotlight seasonal product, or bring customers back in-store with exclusive offers. Pair it with a QR code and it becomes a direct bridge to your website or signup form.
2. Creators over influencers
Consumers are tuning out of curated content and tuning into real people. Creators — especially micro or local ones — are now outperforming traditional influencers when it comes to building trust and visibility. The key? Authenticity.
Instead of gifting product for a polished post, invite creators in-store, walk them through new arrivals, or give them early access to your next campaign. Raw, relatable content is what’s converting — especially on Instagram Reels and TikTok.
3. On-site digital visibility
Your physical store can now work harder to drive digital engagement. QR codes are having a second life — but they need purpose. Think: product recipes, brand stories, back-in-stock alerts, or sign-ups for VIP access.
Interactive signage and shelf talkers can help bridge the gap between your bricks and clicks. And for wholesale brands, linking stockists, reviews, or trade ordering to your on-shelf presence can increase both trust and conversion.
4. Loyalty that feels loca
Loyalty doesn’t need to be high-tech to be effective. For local businesses, simple systems that feel personal often win. Birthday perks, handwritten notes, exclusive hours, or “locals only” promos go further than another app-based points system.
It’s about making your customer feel seen. If you can’t track spend, track sentiment. Offer first pick of sale, early access to new product, or a surprise thank-you — anything that builds trust and familiarity over time.
5. Campaigns with a theme (not just a discount)
Seasonal sales still work — but what’s getting attention now are campaigns that tell a story. Retailers are leaning into curated edits and themed messaging that make their promotions feel more considered.
Think: “Winter Layers Week”, “Back to Pantry”, “Makers Month”, or “The Denim Edit”. These kinds of campaigns create context around the product, drive stronger engagement across social and email, and help you merchandise with intention — rather than defaulting to markdowns.
Need help turning trends into action?
Brand & Basket works with independent supermarkets, retailers and wholesalers to build seasonal campaigns, digital touchpoints, and loyalty systems that actually work. Let’s chat →