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La Voz de Andalucía

Jaén's Retail Sector Accounts for 14% of Provincial Business Fabric

A study by the University of Jaén highlights the strategic role of the sector, but warns of declining businesses and the challenge of attracting young consumers.

Generic image of a local shop window in an Andalusian city.
IA

Generic image of a local shop window in an Andalusian city.

Proximity retail in the province of Jaén represents 14% of the business fabric, according to a University of Jaén study, emphasizing its economic and social relevance.

The province of Jaén maintains a proximity retail sector that is fundamental to its economic and social development. This business model encompasses approximately 14% of the total provincial businesses, highlighting its vital role in revitalizing neighborhoods, towns, and cities.
These findings come from the study “Proximity Retail in the Province of Jaén,” conducted by the Proximity Retail Chair of the University of Jaén (COMPROX Jaén). The report was presented at the Sala Pascual Rivas of the Former Teacher Training College, with the participation of prominent figures such as the rector of the University of Jaén, Nicolás Ruiz; the mayor of Jaén, Julio Millán; and the chair's director, Professor Eva Mª Murgado Armenteros.
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"This report constitutes the first real and in-depth diagnosis of how we Jaén residents shop, what we feel, and what we expect from our neighborhood stores and businesses."

Nicolás Ruiz · Rector of the University of Jaén
Among the most relevant conclusions, the study points out that 95.5% of retail businesses are small family-owned establishments with five or fewer employees. However, a paradox is observed: although 88% of the population considers small businesses essential for neighborhood life, large supermarket chains account for over 50% of total consumer spending. Furthermore, between 2020 and 2024, there has been a decline in the number of retail businesses in the province.
Professor Eva María Murgado, director of the chair, explained that proximity retail remains relevant, with 26 out of every 100 euros spent by consumers going to these establishments. The study also reveals that consumers over 55 are the most loyal, while one of the main challenges is attracting younger segments. Despite this, the social perception of local commerce is very positive.
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"The problem is not one of image, because the perception of local commerce is positive, but rather of overcoming the barriers that prevent this favorable attitude from finally translating into purchases."

Eva María Murgado · Director of the COMPROX Jaén Chair
The report identifies digitalization as a key lever for transformation. Nearly 50% of consumers do not use digital means to interact with local businesses, although 90% would increase their purchase frequency if establishments offered services like online ordering. The co-director of the chair, Bruno García, noted that Jaén has over 8,500 commercial establishments, generating more than 20,000 jobs and revenues exceeding 5 billion euros, underscoring the sector's fundamental role in the provincial economy.

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