Festive shoppers are still planning to ‘give the gift of local’ this Christmas to support British farmers and independent businesses, new research from leading rural insurer NFU Mutual reveals.

While 38 per cent of people surveyed said they planned to spend less this Christmas, seven in ten said they will still shop with independent retailers this year.

As well as visiting farm shops, butchers and bakeries, a recent NFU Mutual poll found a quarter of respondents said they would dine at local eateries this Christmas to support local businesses while 15 per cent would attend festive events.

When it comes to ingredients for Christmas dinner, 60 per cent of people surveyed said they would like to buy meat from a local producer or farm shop, while 20 per cent sought fresh local vegetables and 14 per cent are looking for artisan cheeses.

Fresh, quality produce was the main reason why people chose to visit farm shops, followed by support for British farmers, boosting the local economy and shopping experience.

Mark Simpson, Agent at NFU Mutual’s Brecon office, said: “As the cost of living impact is being felt by so many, it is understandable that people are planning to spend the same or less than last Christmas.

“With this in mind, it is heart-warming to see there is still appetite among shoppers to seek out something special this year from farm shops and other local businesses.

“The past year has been difficult for many farmers and rising inflation, extreme weather events and disease outbreaks have posed additional challenges and pressures on those businesses.

“Yet farmers and growers have continued to produce high quality and nutritious food for everyone to enjoy as well as cared for our environment and contributed to local economies.

“One way we can support their hard work and efforts is by giving the gift of local this Christmas.”

Rupert Evans, Chairman of the Farm Retail Association, said: “We find consumers are really supportive and loyal when it comes to shopping at their local farm retailer and these results reflect just that.

“Speaking to other members we are generally finding that footfall is up against last year but as you’d imagine, customers are watching their money and spending a little less. On balance takings are around the same as last year (a Covid year) which we are really pleased with.

“Customer orders for turkeys and other Christmas food and drink is up which shows that customers like to shop locally at Christmas and trust their local farm shop.

“With so much uncertainty, shoppers are preferring to order from their local farm retailer and we’re also seeing customers more interested in events such as Wreath Making and Christmas Fairs as more and more people feel safe coming out after Covid.”

Situated in the heart of the Brecon Beacons National Park, Andrew and Elaine Morgan run a family-owned farm shop in Powys that is a magnet for tourists throughout the year.

The couple farm cattle, deer, and sheep, which supplies meat to the shop, as well as being sold at local livestock markets and supplied to restaurants and hotels.

The meat has won a number of national awards and the venison is particularly sought after by several restaurants, both locally and further afield. Alongside these award-winning meat products, The Beacons Farm Shop stocks bread, eggs, bacon and pork pies and a range of many other deli items.

With the festive season just around the corner, the shop also offers a range of handpicked gifts, and its venison and meat Christmas hampers are attracting a lot of interest too.

Andrew and Elaine, who have three daughters, say they are fortunate that they have a loyal local customer base, who they know will look to support the business in the run up to the crucial festive season.

Despite the financial pressures families are currently facing, Andrew is confident people will support local businesses like The Welsh Venison Centre and Beacons Farm Shop this Christmas and 'buy local'.

“People recognise the quality of the produce they are buying, but it does need to be affordable too. That’s always the balance we have to find as a business and that’s what’s been more difficult this year,” said Andrew.

The Welsh Venison Centre and Beacons Farm Shop were established in 1985 at Middlewood Farm in Bwlch, which has been in the Morgan family for 60 years.

The year has not been without its challenges as rising costs and sourcing labour have been issues in recent months, but both businesses are still going strong and Andrew and Elaine are determined to stay positive.

They know a 35-year successful track record is testament to the quality of the products they sell.

“It hasn’t been an easy period, but we have had difficult years in the past and come through those and we will do again,” said Andrew.

“We need to start talking things up more and get some confidence back.”

In the run up to Christmas, Andrew also buys in oven ready turkeys and chickens and while higher grain prices have had a knock-on effect on the cost of that poultry, he has tried to make his pricing fair, by absorbing as much of the increase as possible.

Andrew added: “We have to stay positive and bring some confidence back. We need to remember we have a lot to be thankful for and there are a lot of other people worse off.”

Mr Simpson added: “Rural business owners like Andrew work incredibly hard all year round to produce the kind of quality products that enable us all to ‘buy local’ with pride and at NFU Mutual we do whatever we can to support and champion that dedication to excellence.”

“This Christmas we can all do our bit to support that endeavour too, by making local produce part of our festive shopping basket.”