Research by The Leadership Factor for delivery business MyHermes involving 2,000 adults shows that one in five are more prepared to look for independents than they were a year ago.

The survey, designed to discover the shopping habits of people of different age groups and in different parts of the country, showed that 18-to-24 year-olds were warming to small shops quickest.

Around 30% claimed to do more shopping with them than this time in 2015.

Some 55% of respondents said they shop with independents once a week or more, with 8% claiming to do it every day. A further 13% said they actively seek them out and avoid large chains.

Londoners were most likely to do this with nearly one-in-five claiming so.

Small businesses are gaining new popularity for a number of reasons. One is the steep increase in self-employed people across Britain, who understand the pressures of starting up on your own.

Another is major retail events like Small Business Saturday, which encourages people to ‘shop small’. Yet another is the increasing accessibility of online tools, with growing numbers of small businesses creating sophisticated ecommerce stores.

Marketplaces run by Amazon, eBay and Not on The High Street are also giving small traders a platform to sell their products and grow.

The research also revealed the top reasons for shopping at small retailers. They included local convenience, recommendations from friends and family and better customer service.

Looking online, it showed people sought out strong independent reviews, clear security measures such as trusted payment options, good navigation and good options for delivery.

Joanne Morley at myHermes, said: “Independent retailers are facing their toughest battle from online retailers such as Amazon, who are changing Britain’s high streets.

“We’re encouraged by the results of this research that show not only do we shop with independent retailers more than we did a year ago, but many of us are actively looking to support independent retailers over the retail giants.”

“This research helps independent business owners understand what they need to do to grow in an increasingly competitive marketplace and attract new customers - both online and offline.”