Despite still being in the throws of the pandemic, real estate firms across the U.S. are reporting an uptick in the opening of new shops and restaurants.One store at a time, smaller brands are quietly leading the way to a retail revival. By the time the pandemic has passed, we’ll suddenly notice a fresh new retail landscape - dotted with smaller chains that took the opportunity to fill voids in the market left by larger brands. Not just filling in vacated retail space, but also meeting unmet consumer demand for creativity, quality and service.Opportunity: Space that was vacated earlier in 2020 as many retailers failed is now being taken up by other retailers who see this as an opportunity to secure prime locations at more affordable rents. And by new brands looking to create a closer connection with their customers.Shifting Demographics: The migration of people out of major cities such as New York and Los Angeles and into cities in the south, southwest and midwest, along with a rise in people relocating to the suburbs, is driving retail growth in these areas.Larger brands that had prospered during 2020, such as Lululemon, Five Below, Burlington and Nike are opening more stores. The Rise of Small Brands: However, so are mid-size brands such as shoes and accessories brand mint&rose, Nantucket Whaler, mens shirt brand Mizzen+Main and premium brand Faherty. Plus, there’s a steady migration of digital native brands that are expanding into bricks and mortar retail.Focusing on ‘Local’: This is coinciding with a growing trend to ‘buy local’, something that began a few years ago but was amped up as people were encouraged to support small businesses in their communities that were hard hit during the pandemic. A recent McKinsey & Co. survey of consumer buying habits “80% [of consumers] feel more or as connected to their communities. Meanwhile, 88% expect these connections to remain long after the crisis is over.In general, the ‘localization’ of retail is likely to be an important trend for the coming decade. Consumers have been craving more personalization - in products, in experiences and in service. Local businesses tend to deliver very well on service and on products. Bigger retailers generally have had an advantage in creating dramatic in-store experiences, but in recent years products have become homogenous and service has evaporated.