Local retailers advised to make better use of social media as restrictions return

Information about offers was the most popular request (58%) while a smaller number of those surveyed (28%) wanted to know about a retailer’s specialist products and 24% wanted them to bring the community together with local content.

The research, carried out by insurer NFU Mutual, comes as pandemic restrictions return to UK shops.

Zoe Knight, commercial insurance specialist at NFU Mutual, said: “As concerns over the omicron variant rise, social media stands ready for retailers to reassure customers that they are taking action to make shopping as safe as possible.

“From restriction changes and potential supply chain issues to altered Christmas opening hours and special festive offers, retailers should consider social media a key means of sharing information with customers this holiday season and beyond.”

The insurer has linked up with social media experts Maybe to offer its small business customers a year’s free access to social media advice.