Notonthehighstreet Small Business Supporter film

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Notonthehighstreet have issued a call to the nation to join them in supporting small businesses throughout the Coronavirus crisis, and beyond. They have launched a new Small Business Supporter film to champion the 5,000 Partners who sell through its platform, and celebrate the passion and talent of the entrepreneurs behind the UK’s best small creative businesses to highlight that now, more than ever, small businesses need our support.

Created primarily with user generated content footage from its Partners, the 60 second film shows how small businesses across the country have been busy carving, baking, sourcing and making thoughtful gifts to help us connect with those we love at a time when we all need reminding that we’re not alone.

The film is supported by a Small Business Supporter landing page and is being shared with customers via email, social media and paid-for marketing channels to reinforce the brilliance of these entrepreneurs and the value of shopping small.

Trends and rise of the ‘thoughtful shopper’

With more than 60% of Partners already working from home, notonthehighstreet has proven agile in the changing situation brought by the Coronavirus, with new products and curated edits being quickly introduced that talk directly to its customers’ new reality.

Latest insight from notonthehighstreet has found that, much like the brand itself, the UK may be self-isolating but it is definitely not self-focusing. The small business marketplace has seen a strong trend towards people wanting to show kindness to each other and connect by sending a thoughtful gift that shows how much they know, and miss people they might not be able to see in person for some time.

The rise of this ‘thoughtful shopper’ is understood by:

  • A big shift in customers sending items to addresses other than their own
  • Sales of letterbox gifts increasing by 2,000% and hampers up 800% yoy and sales of cards with messages containing sentiments of love spiking
  • Searches for words including ‘hug’, ‘rainbow’ and ‘miss you’ are up 4,000% yoy, indicating customers’ current thinking
  • Top sellers including an “I’m over it” rainbow sweatshirt, “I wish you lived next door” friendship card, spa care package, and a ‘pocket hug’ token

To help best serve customers, new collections have been curated including:

  • The Rainbow Collection, celebrating the symbol which has been adapted by the public to show solidarity with NHS workers
  • Time Well Spent, as people use social distancing to take time to pause and learn new skills, craft kit sales have rocked by over 2,000%, with jigsaw puzzles, embroidery sets, knitting kits, cross stitch and grow-your-own proving most popular
  • Keeping The Kids Busy, with parents and carers looking for new ways to inspire young minds
  • Outdoor Living, in the past month garden related searches on the site have increased more than 1000% as the nation continues to stays home

“Notonthehighstreet was launched 14 years ago to give a platform to small businesses. Now, more than ever, it is our duty to champion these brilliant entrepreneurs in new and creative ways to highlight the strength, diversity and vibrancy they bring to the UK economy. The Coronavirus crisis has forced us all to change our ways of working and we believe the power of our Small Business Supporter film lies behind using our Partners own words and UCG footage to shine a light on this phenomenal community.

We are a brand built on thoughtfulness and I am proud to see how our Partners have contributed to the rise in kindness that social distancing and isolation has driven across the UK. We encourage the nation to get behind our #SmallBusinessSupporter campaign.”
– Ella d’Amato, Chief Commercial and Marketing Officer, Notonthehighstreet

The film was created in collaboration with independent creative, brand and content studio, Littlehawk.

“As a small creative business ourselves, we couldn’t be happier partnering with notonthehighstreet to make something that supports and celebrates all small businesses across the UK. At a time when we’re all apart, the moments of joy that these makers, artisans, designers and craftspeople create for others are exactly what we all need to keep a smile on our faces. They are an inspiration and we really hope this film does them justice.”
– Gavin Leisfield, Executive Creative Director, Littlehawk


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