More shoppers plan to buy their food at small, local stores this Christmas than at any time for decades.

In a boost for the Evening Standard's Save Our Small Shops campaign, a report today shows that "buying local" at independent stores or markets is set to be the big trend this year.

While the big supermarkets and high street chains spend tens of millions of pounds on lavish Christmas advertising campaigns, shoppers are more interested in food that is not "triple wrapped and vacuum sealed," according to the study by business advisers Deloitte & Touche.

It shows the proportion of consumers saying they will do most of their food shopping at local independent stores or markets has risen from 20 per cent last year to 29 per cent. The figure for street or farmers' markets is 16 per cent, up from nine per cent.

The report says: "While consumers are doing most of their main food shopping at supermarkets, they are seemingly returning to specialist stores, such as delicatessens, and are visiting food markets to widen their tastes and access greater choice and higher perceived quality."

Co-author Tarlok Teji, head of retail at Deloitte, said: "Consumers are looking for more natural and authentic provenance and there is also interest in premium products. The other influence is wanting to support the local community."

The report found 77 per cent of respondents will do their Christmas food shopping at a supermarket, down from 79 per cent last year. A further 10 per cent said they would use online supermarkets.

David Lidgate of Lidgate's butchers in Holland Park said: "People take comfort in food that has been selected by hand rather than is just part of a mass-produced line. We are offering turkeys reared in woods in Essex this Christmas. They eat blackberries and nettles and grub for worms. There's been a tremendous response from customers."

Patricia Michelson of the La Fromagerie cheese shops in Marylebone and Highbury said: "Last weekend was tremendous for us."

James Lowman, chief executive of the Association of Convenience Stores, said: "This is encouraging - it shows people want diversity."

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