Britain’s high streets are facing a confidence challenge, but new research launched by retail and shopper marketing agency Savvy, suggests younger shoppers are significantly more optimistic about their future.
Carried out among 1,005 UK shoppers, the findings indicate that 41% of shoppers overall feel positive about the future of UK high streets. Among Gen Z, however, that figure rises sharply to 64%.
The findings also point to strong public appetite for action - 85% of shoppers support greater government investment to improve UK high streets. The research comes just days after Prime Minister Andy Burnham unveiled new measures aimed at reviving Britain’s “hollowed out” high streets, giving local communities and councils greater powers to shape their town centres.
Savvy’s findings suggest shoppers have not given up on the high street, however they are also clear about what could make them more appealing. More than a third (37%) strongly agree they would be more attractive if they featured more independent businesses, while 35% strongly agree that too many high streets look the same because they contain the same chain stores.
Catherine Shuttleworth, CEO of Savvy Marketing, commented: “It would be easy to assume that the most digitally connected generation would have the least interest in the high street, but our research suggests the opposite. Gen Z is considerably more positive about its future.
“For this generation, online and offline aren’t necessarily competing worlds. They might discover a brand on TikTok and still want to experience it physically, particularly when shopping is part of a wider day out or something they can do with friends. That creates a real opportunity for high streets to bring together digital discovery, physical experience and social connection.”
The research suggests shoppers increasingly want high streets to offer more than retail alone. Eight in ten respondents agreed that high streets should focus on leisure and experiences as well as shopping.
Their community role remains important too. Nearly a third (31%) strong agree that high streets should focus on leisure and experiences as well as shopping, with 49% tending to agree.
Together, the findings point towards a broader role for the high street: one that combines shopping with leisure, experiences, services and social connection. Rather than trying to recreate the high street of the past, the opportunity is to understand what will give people reasons to spend time there – whether that is independent retail, places to eat and drink, health and wellness, services or experiences – while recognising that the right mix will differ from one community to another.
Shuttleworth added: “There is clearly an appetite for high streets to evolve, but shopper enthusiasm alone won’t be enough. If we want independents, entrepreneurs and emerging brands to take space, high streets also need to be viable places in which to operate.
“Investment is important, but so is creating an environment where businesses can realistically make the numbers work. Get that right, alongside a more compelling mix of retail, experiences and community, and there is a real opportunity to give people new reasons to come back to the high street.”