Why buying Irish matters this Christmas as new study shows just 1-in-4 plan to shop local

Sophie Collins

Digital Business Ireland (DBI), has issued an appeal to shoppers to prioritise buying Irish this Christmas.

The call comes on the back of a survey that showed a worrying trend: only 26% of consumers are firmly committed to purchasing their Christmas gifts from Irish retailers.

The research, conducted by Ireland Thinks, revealed that nearly half (49%) of Irish consumers intend to shop with international retailers in December – either online or in person.

The demographic breakdown showed that men aged 18-34 are the most likely to shop abroad (64%), while older shoppers aged 65 and above are the least inclined to do so (40% of men, 44% of women).

With one in four shoppers still undecided on where to spend their money, DBI saw this as a critical opportunity to encourage people to support Irish retailers and local businesses.

DBI Chairperson, Caroline Dunlea spoke of the importance of choosing local retailers, whether in physical stores or online.

“There are so many reasons to buy local, no matter how convenient it might seem to shop online from international retailers,” she stated.

She listed several advantages of shopping Irish:

Consumer Rights and Safety: Irish retailers adhere to EU consumer rights standards, providing stronger protections and clearer returns policies compared to non-EU purchases.
Timely Deliveries: Buying locally avoids customs fees and reduces the risk of delivery delays, ensuring gifts arrive on time for Christmas.
Sustainability: Shopping with Irish businesses minimises the carbon footprint associated with international shipping and packaging, making it a greener choice.
Economic Impact: Every euro spent locally supports Irish jobs, sustains the economy, and strengthens communities across the country.
Personalised Service: Smaller Irish businesses often offer tailored experiences, including excellent customer support, that larger international retailers can’t match.

DBI is urging shoppers to make conscious choices about their spending habits this Christmas.

“Shopping locally isn’t just about convenience or quality,” Dunlea added.

“It’s about supporting the very fabric of our towns and cities, ensuring they remain vibrant and thriving.”

The organisation’s appeal is timely, as Irish retailers gear up for the busiest shopping period of the year.

DBI believes that even a small shift in consumer behaviour – encouraging more people to Buy Irish – could have a profound impact on the economy and the sustainability of local businesses.

This December, Irish shoppers are encouraged to think beyond the convenience of international e-commerce and consider the broader benefits of buying local.