Small but mighty city indies supercharge high street fightback

The latest footfall data from Norwich BID, which covers the week of March 21 to March 27, compare the city's levels with the rest of the country pre-pandemic.

Norwich is 18pc down on footfall in the year to date and 6pc down year on year.

However this is considerably better than the national average where footfall is -22.8pc in the year to date and -16.7pc year on year.

And daily footfall is beginning to level out meaning more people are returning to the high street - even as the cost of living crisis begins to bite.

Stefan Gurney, executive director of Norwich BID, said: "We’re pleased to see that - so far in 2022 - Norwich’s footfall is well above the average against the national High Streets Index.

"Though the city was hard hit in the pandemic the return of tourism and weekend visitors has buoyed our numbers."

Similar data from think tank Centre for Cities - which spans from February 2020 to February 2022 - also demonstrates that Norwich's recovery is prospering, more so in the evenings and over the weekend.

Valentine Quinio, Centre for Cities analyst, said that independent businesses are the core of high streets bouncing back post-Covid.

"It's been a positive surprise to see how people are keen to return to the city centre," she said.

Valentine Quinio of Centre for Cities (Image: Centre for Cities)

"In the short term, the high street's biggest threats are Covid cases and the cost of living crisis. There's a risk that the squeeze on living standards is a new blow to the high street when it comes to what money people can spend on non-essentials like fashion and restaurants.

"It also looks like independents - of which Norwich has a wide offering - have faired much better than chains and people have shown a bigger desire to go to the city centre to shop at these businesses."

Lauren Collins-Hines of Lauren Rose Interior Design, which recently opened in the Royal Arcade, hopes that footfall will continue to grow as more businesses fill empty units in the historic thoroughfare.

She said: "Weekends are manic down here. But weekdays are building up and once the other arcade stores are filled it will bring so many people through here.

"The new food hall is going to bring passing trades from all sides.

"A lot of people want to come to independents rather than high street stores because it's more of a personable experience."

Enrique Riverola, duty manager at Two Magpies in Timberhill, said that Norwich's community of independents allows for them all to prosper.

Two Magpies duty manager Enrique Riverola (Image: Maya Derrick)

He said: "Norwich is an attractive place for independent businesses. Location is key.

"Here, it doesn't matter whether it's Saturday or Monday - we've always got a good flow of customers.

"Other businesses have a big impact on us. Salons and barber shop clients come here for a coffee first so we all help out each other."

Amy Bland-Ward and Kirsty O'Rourke, of Elm in Lower Goat Lane, said that the Norwich Lanes has become more of a destination for high street shoppers rather than just for passing trade.

Amy Bland-Ward and Kirsty O'Rourke behind the counter at Elm in Lower Goat Lane (Image: Maya Derrick)

Amy said: "Businesses like ours thrive in side streets over the prime city centre spots."

And Kirsty added: "We're so close to Norwich University of the Arts as well so we get trade from there and the market. When you come over this end everything is bustling - the smaller shops are thriving."

And Eat It, in Norwich Market, sees a huge portion of the city's footfall, according to staff member Keiran Blundell.

He said: "The market is a real asset because of the variety of businesses. From food to jewellery, there's a lot of places you can shop at.

Keiran Blundell of And Eat It in Norwich Market (Image: Maya Derrick)

"Before Covid we were doing well and we feared business wouldn't be as good after. But it's been even better than we thought it would be."