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Customers are flocking to farm shops in the run-up to Christmas in a bid to support local businesses during the pandemic. New research has revealed 90% of shoppers particularly enjoy the friendly personal service offered by their local fresh produce provider. According to a survey by NFU Mutual, 80% of respondents said they planned to use farm shops to support local traders and the rural economy in general. In addition, 70% said they thought they offered better quality, fresher produce than supermarkets. Concern about the environment is another reason why shoppers plan to buy local produce from farmers, with two-thirds of the people surveyed saying they prefer food that has travelled fewer miles from a sustainable source.   Spreading Christmas cheer The survey concludes Christmas is "all about spreading good cheer" and farm shops offer plenty of this, with a relaxed atmosphere, friendly service and top-quality, locally-grown produce. After delivering fresh food to vulnerable customers, or simply providing a friendly chat with shoppers during a time when many people were feeling isolated and lonely: farm shops have put a huge amount of work into surviving through the pandemic, rising to the challenge of consumer demand during the lockdowns. Rural retailers transformed their way of working and came into their own during the height of the pandemic. They have been rewarded by the public's sense of loyalty, which looks set to continue throughout the Christmas period. Farm retailers have also adapted their shops during the pandemic to keep staff and customers safe. This has led to a greater trust and many consumers have changed their shopping habits from supermarkets to local independent shops.   Promoting farm shops Now that farm shops have gained more public support, they need to keep up the momentum with a bit of advertising to raise awareness – you need to know what's on offer, after all. At the very least, farmers can advertise their fresh goods to local shoppers by erecting signposts by the farm to steer people in the right direction. Illuminated signs are best, as it's getting darker earlier, and no one wants to miss passing trade as people drive past. Another cheap way of advertising is through announcements on social media. Keep readers updated with prices, special offers, promotions and Christmas opening times. You could even introduce your own courier service to deliver festive fare to customers, especially those who can't get out. The news of a reputable and reliable farm shop will easily travel through the local area by word of mouth, which will help. It will also go some way to securing the loyalty and support of returning customers.   Christmas farmers' markets Farmers should also set up their stalls at local Christmas markets. Although they weren't banned nationally by the government due to the pandemic last year, many local authorities cancelled them as a precaution anyway. Now they're back, selling dairy products, game, fruit, vegetables, eggs, herbs, meat, fish, poultry, honey, beer, wine, spirits, cider, fruit juice, bakery goods, preserves, flowers and plants, including Christmas trees. Apart from the fresh produce, what truly sets farm stores and farmers' markets apart from supermarkets is the great sense of community spirit they foster. Local neighbourhood stores are places where shoppers can gather to connect with other people, while enjoying the friendly personal service.