All you want for Christmas, the high street can deliver

When the clocks go back and the afternoons begin to melt into night earlier and earlier, a comforting memory always comes back to me: it’s a late-night shopping Thursday and I’m sitting in a cafe, its walls lined with yellowing newspaper, munching on a croissant with my dad as we both warm up after spending a couple of hours wandering the fairy-lit high street in search of Christmas gifts.

What did I buy on that outing? I honestly can’t remember, but it’s the experience that stays with me; bundling up in mittens, hat and scarf, walking down damp cobbled streets, the Christmas lights reflected in the puddles between them, and meandering in and out of shops without any real gift in mind, just the hope that the right thing was sitting on a shelf waiting to be found.

Now, approximately 20 years later, I still love to head off by myself for a few hours, particularly early in the morning or late in the evening, to soak up the festive atmosphere among the other Christmas shoppers. I set off with a list (a heading for each recipient, with a list of likes, hobbies and possible gifts beneath) and make a point of enjoying myself and savouring the experience. Rather than getting caught up in a panicked, gift-finding frenzy, I like to go at my own pace, venture off the beaten track and take my time picking through what’s on offer at each of my favourite local, independent shops on the high street.

I don’t make a beeline for a specific gift; instead I linger at each shelf, thumbing through books and smelling every candle. I might not end up buying the organic cotton dressing gown I hold up in front of the mirror or the pair of handmade earrings I gawp at through the cabinet glass, but I still love to browse and see what unexpectedly perfect gift might jump out at me.

This spirit of discovery extends to finding new shops too. I’m notorious for “discovering” a new place only to be told that it’s been there for years. Stumbling upon a shop that’s new to me down a side street or following a sign to a tiny, almost-hidden entrance is a treat no matter how long the shop has been there. I adore finding another place to add to my roster, run by someone who cares about the local area and wants to make it a home for their business.

I’m not alone in my love of gift hunting on the high street. A survey earlier this year from Visa found that the local high street remains our preferred shopping destination, despite the many different options now available. The draw of the beautifully decorated windows, the Christmas songs on repeat (yes, I love each and every one of them) and the personal experience remain hard to resist.

• Local independent shops know their stock inside out and are well-placed to offer advice

Not only do I love the experience of the day itself, but the people make it special too. Despite the festive rush, I’ve never found myself short on help or advice. There have been plenty of times that a helpful shopkeeper, who’s noticed me circling and sighing, has come to my rescue. When I struggled to pick out a gift for a friend and colleague (who just so happened to have recently given me a wonderfully thoughtful gift that I was finding hard to match), the sales assistant in one of my favourite sustainable boutiques took the time to chat to me. She asked what my friend’s style is, what her hobbies are and what she tends to buy for other people. I left with an ostensibly mismatched but flawlessly suited bundle that included posh vegan sweets and a pin badge. She loved it.

Related: Board games, books and brand-new clothes: a guide to Christmas shopping in your local charity shop

Because so many local high street shops handpick their stock, they know it back to front. They’ll tell you all about the maker, their backstory and their values. They’ll reveal all the subtly special things about a gift that in turn will make it even more special to the person who receives it. How lovely to know that a maker only uses recycled materials, for example, and then giving it to someone who does the same in their own life. Or consider how charming it is to give someone a gift made in the town where they grew up. Without attentive, considerate shopkeepers, these extra details would go overlooked and a sweet point of connection could be missed.

When the provenance and details of a gift mean so much to the person selling them, so too does the sale. I adore seeing my purchase handwritten in a sales ledger and knowing that it’s significant to the person behind the till. Supporting community businesses, finding unique, personal gifts and getting festive; shopping locally brings it all together for me.

Show your high street some love
Why not seek out the personal touch with your Christmas shopping this year and join Visa in supporting local independent businesses across the country because #WhereYouShopMatters