San Francisco, CA—Funding Circle, a global small business loans platform, published a survey revealing that 3 in 4 Amazon Prime members would rather pay extra for items at local businesses than buy the same items on Amazon.
Specifically, 76% of Amazon Prime members, as well as 77% of all consumers, would prefer to support local small businesses. 60% of those respondents said they would pay an extra 10% or more.
The reasons given were to support small businesses, keep money within their communities, and support local jobs.
The survey also found that 77% of consumers say they’d made the choice at least once over the previous month to shop at an independent small business instead of Amazon. 74% of consumers did at least some of their holiday shopping at small businesses last year, and most plan to do the same this year.
That said, 49% of consumers price-checked an item on Amazon while shopping in-store over the previous month—but 45% of those consumers still made the purchase in-store, even when the item was cheaper online.
51% of consumers said more convenience would persuade them to shop local more often, while 38% wanted better selection and 31% were looking for a better shopping experience.
The survey was conducted on 2,171 U.S. adult consumers, between October 19-21, 2018.