When I read that the UK lost 37 shops a day in 2024, my heart sank a little. As someone who's passionate about supporting local businesses and who regularly sets up at markets across the Rhondda Valleys, these statistics hit close to home. But here's what I want to talk about today: the narrative that all online businesses are somehow the enemy of our high streets simply isn't true, and the reality of building an indie business is far more complex than many people realise.
The Reality Behind UK Retail Statistics in 2024
Yes, 2024 was tough. Really tough. With 13,500 retail stores closing (a 28% increase from the previous year)¹, rising costs, and reduced consumer spending, it's been a challenging year for businesses across the UK. But here's the thing, not all online businesses are created equal.
There's a world of difference between global giants undercutting local retailers and small Welsh artisan businesses like myself using online platforms to build sustainable businesses that could eventually support our local economies.
Why Most Indie Makers Need Part-Time Jobs (And That's OK)
Here's something that might surprise you: like many indie makers, I have a part-time job. This isn't because my business is failing – it's because this is how most small businesses actually start and grow.
My part-time job serves two crucial purposes: it pays my personal bills and allows me to invest bit by bit into Emma Easter Handcrafted. But here's the catch – I can't be in two places at once. I can't run a high street shop when I'm at work. This is the reality for thousands of independent makers across the UK.
Without that part-time income, I couldn't afford to take the risks that growing a business requires. Without online sales, I couldn't reach customers beyond my immediate area. And without local support, all of this effort will be for nothing.
The Catch-22 of Growing a Local Handmade Business
As one of 268,080 creative industry businesses in the UK², I'm part of a sector that contributes significantly to our economy. But here's the reality many don't see: to afford high street rent (often thousands per month), to employ local people, and to invest in local suppliers, we first need to generate revenue. And sometimes, that revenue has to start online.
When I sell a handcrafted bag online to someone in Cardiff, I'm not taking away from a high street shop, there simply isn't a high street shop selling water-resistant bags handmade in Wales exactly like mine. I'm filling a gap, not creating one.
The True Cost of Supporting Welsh Artisan Businesses
Let's address the elephant in the room: yes, handmade products often cost more than mass-produced items imported from places with no minimum wage laws, no safety regulations, and no employment protections.
When you buy one of my bags, you're not just paying for materials and time you're supporting:
- UK safety and employment laws
- Fair wages (I price my work at the UK Real Living Wage)
- Local suppliers and materials where possible
- A business that pays UK taxes and contributes to the local economy
We cannot complain that our high streets are dying whilst simultaneously choosing the cheapest option from global corporations over supporting local artisan businesses. It requires a mindset change, sometimes saving up a little longer to invest in something made locally, ethically, and sustainably.
My Next Six Weeks: Building Emma Easter Handcrafted
With my summer holidays starting on 22nd July, I'm incredibly excited about the next six weeks. This isn't just time off – it's time to invest in the future of Emma Easter Handcrafted whilst I'm not at my part-time job. Here's what I'm planning:
New Product Development:
- Designing patterns for toiletry and makeup bags
- Creating some of my pumpkin bags for autumn
- Developing new designs ready for the winter season
Local Impact: Every hour I spend in my studio, every bag I create, every pattern I develop is an investment in our local economy. I source materials from suppliers across the UK where possible, I participate in local markets like those organised by Love Treorchy BID, indie.collectives, and every sale keeps money circulating in Wales.
Why 10.3 Million Brits Are Buying Craft Online
The statistics show there's genuine demand for what we indie makers create. 10.3 million Brits are buying craft online, a figure that's tripled over the last decade³. The global arts and crafts market is projected to grow from $67.9 billion to $102.2 billion by 2030⁴.
But here's what's crucial: 81% of UK consumers say they intend to shop with small businesses⁵. The demand is there, but we need to match our actions to our intentions.
The Journey from Online to High Street Success
Many successful indie businesses follow a similar path:
- Start with a job for financial stability
- Build online presence with low overheads to test market demand
- Gradually build a loyal customer base and refine products
- Participate in local markets and events
- Eventually afford to leave employment and focus full time on the business
- Potentially open a physical space on the high street and employ others
Every online sale, every market purchase, every bit of local support brings an indie maker closer to being able to leave employment, employ local people, and invest more in local suppliers.
A Call for Understanding
The next time you see a small business operating online, remember: we're not trying to destroy the high street. We're trying to build towards being part of its future. We're working part-time jobs, investing every spare penny, and building something that could eventually contribute to thriving local economies.
Supporting indie makers whether, online or in person is supporting local economies. When you choose to save up for a handmade item over a mass-produced alternative, you're investing in someone's dream, supporting fair employment practices, and keeping money in your community.
Looking Ahead with Optimism
Yes, the statistics can be sobering. Yes, 2024 was challenging for many businesses. But I choose to focus on the opportunities ahead. The growing demand for handmade, sustainable products. The increasing appreciation for craftsmanship and authenticity. The 10.3 million people actively seeking out craft online.
These next six weeks aren't just about creating new products, they're about building towards a future where Emma Easter Handcrafted can contribute even more to our local economy. Where online success translates into leaving the part-time job, local employment, local spending, and eventually, perhaps, a beautiful shop on a Welsh high street.
Because that's what this is really about: not online versus offline, but building sustainable businesses that support our communities whilst navigating the reality of what it actually takes to grow a small business in 2025.
Ready to support Welsh craftsmanship? Browse our collection of handmade bags, each uniquely crafted in the Rhondda Valleys, or sign up for updates
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