Carried out by the Institute of Infopro Digital survey for mediaposte, Company specializing in local communication, The survey "Local trade in digital time : new consumer expectations ”confirms a strong and persistent attachment to the physical model, and expectation to targeted advertisements, chosen and useful. It also reveals a loyalty to traditional supports, especially in the paper catalog.
In 2025, local commerce remains anchored in the daily practices of the French. The study reveals that 97% of consumers, all profiles combined, say they frequent a local business. Those under 35 confirm this trend : 88% of them visit a local store at least once a week. This loyalty is mainly explained by geographical proximity, cited by 93% of respondents, product quality (86 %) and human contact (85 %). In the minds of consumers, local commerce is primarily associated with food products, for 88% of them, tracking health and wellness products (33 %). Attendance remained stable, even increasing since the health crisis, which seems to demonstrate that habits are well anchored in the daily life of the French : 88% of respondents say they frequent their local business as much as before the Covid-19 crisis, even more. Among those over 65, 80% consider these places as spaces for social connection. Conversely, this relational dimension is less present among those under 25 : 28% share this feeling. Seniors also highlight the quality of the welcome and personalized advice.
The price, business selection criterion
However, if the French remain loyal to their local shops, their expectations evolve under the effect of household budgetary constraints. For 90% of those questioned, price is today the main criterion in choosing a local business. This concern is particularly marked among people who do not frequent local shops. : 69% of them believe that the prices they charge are too high. Faced with continuing economic pressure, consumers expect more offers and discounts. So, 53% of respondents would like to benefit from promotions or special offers. More than one in two consumers (53 %) thus expresses an interest in receiving advertisements corresponding to their interests.
The paper catalog remains the reference medium
Despite the progress of digital, the mailbox remains the preferred channel for local advertising. Among those under 35, 41% prefer to receive paper catalogs and prospectuses in the mailbox, compared to 34% who favor SMS and 30% e-mailing. The paper catalog is the reference medium for consulting promotional offers and new products from local businesses. It is favored by 60% of respondents, compared to only 40% who prefer to consult this information online. This preference for paper is marked in all sectors. for example, 32% of respondents prefer to receive a catalog or prospectus to be informed of news from food businesses, a figure well above the 16% who choose social networks for this sector.
