FOR independent retailers, a business is much more than a job – often, it is an expression of a lifelong passion and a badge of identity, an indelible link to who they are.

Smaller businesses, however, are more vulnerable to a precarious economic climate, and for all their attractiveness and popularity – Colchester has fought extremely hard to preserve its small businesses where it can – loyal customers will consider turning away when times are tough.

Thrift has gone from being a handy attribute to an absolute necessity.

Unfortunately for smaller retailers, times are harsh enough for people to relinquish luxuries, whether it means staying at home during the holidays, putting off a haircut, or raiding discount retailers.

This is not the only pressure which is facing independently run businesses, however.

Not only are they seeing a decline in footfall as people look to save money, the products which retailers bring in are also going up in price.

Hair and beauty products, jewellery, fresh produce – none of these items are impervious to inflation, and after a torrid two years which started with the Covid-19 lockdown in early 2020, businesses are far from being out of the woods.

Despite small businesses being cherished, practicality and thrift almost always triumph over sentiment.

This isn’t lost on Allison Hudson, who has been running Faces Hair and Beauty Salon with her husband, Wayne, for the past 20 years.

If Covid hit the beauty sector hard, then the cost of living has given it another kicking.

The products which retailers brought in a year ago are now twice as expensive, and the absence of a VAT cut in the latest budget has left the business swimming against the tide.

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Mrs Hudson said: “We pride ourselves on using top quality products to get the colours our clients want and the service they want – but everything has gone up [in price].

“We would normally have a team of juniors who would support our stylists and technicians – we’re learning to cope without that back-up and so stylists and technicians are having to do that themselves.”

In short, everyone must double their efforts, not so a business can upgrade and expand, but simply so it can stay operational.

“We’ve had the quietest summer in 20 years [and] we are all working harder to keep our heads above water; we are not nurturing new talent because we simply can’t afford to.

“Our staff are going to be working harder than normal because we won’t have the support staff we normally have.

“We are very much having to fund ourselves, which is why I have been so vocal about [the problems we’re facing] – there’s no support.”

One advantage independent businesses often have is a dedicated customer base, but the equation owners are now having to balance is how to be financially viable whilst avoiding banking on customer loyalty.

“We need to get through this and see where we are at the start of the year, what the Chancellor’s budget brings, and then re-evaluate.”

Mrs Hudson, 56, argued economic policies are having a pernicious effect on businesses too.

The 20 per cent rate of VAT, combined with the increase in product costs, means profit margins are thinning.

A £58 haircut, for example, sees £12 go to the Government in VAT; with simply keeping the lights on suddenly a hefty financial burden, there is little left once the bills are paid and the books are balanced.

“I wish the Government had given our part of the industry that VAT reduction – that would allow us to get our heads above water.

"We are constantly working to promote ourselves – it’s relentless, it’s 24/7."