A new report from Spring Fair and Faire suggests that independent retailers succeeding on Britain’s high streets are those prioritising brand storytelling, in-store experience, and community connection. Based on insights from 650 UK retailers and over 2,000 consumers, ‘Voices of Retail’ highlights a shift in what drives growth.
Despite economic pressures, 71% of independents report stable or growing trade. Those investing in storytelling are 19% more likely to see growth, while improving in-store experience and sourcing locally each deliver a further 13% uplift. In contrast, 45% of struggling businesses have pivoted to lower-cost products, highlighting the risks of competing on price.
Consumer demand strongly supports independents. More than 80% of shoppers prefer them to chains, with many willing to spend up to £145 per month locally if there is greater variety. Face-to-face service also plays a role, increasing the likelihood to buy by 60%.
Collaboration is another factor. While 89% of retailers who collaborate on business initiatives report commercial gains, only 23% currently do so. Joint events, shared marketing and community initiatives present opportunities to boost footfall and reach.
Local factors also matter. Free parking is cited by 38% of retailers as the most impactful intervention, with 63% of consumers saying it would increase visits.
Charlotte Broadbent, general manager at Faire, said: “We set out on a mission to understand what’s really happening on Britain’s high streets, to see if there’s more to the narrative than people think. And the reality is more encouraging. The British public doesn’t just want more independents on their high street – they want independent retailers to BE their high street. Shoppers aren’t just looking for the cheapest option; they’re looking for people and places they believe in. Shopkeepers have an important role to play as our trusted experts, and there’s big spending power on the table for those who get it right.
“But retailers can’t do it alone. With free parking, better local support, and a high street that’s genuinely easy to visit, the infrastructure can match the demand. It’s time we backed our independents and made the high street easily accessible.”
Jackson Szabo, portfolio director of Hyve Group, which organises Spring Fair, added: “The data shows that the high street isn’t declining – it’s evolving. The retailers seeing growth are those giving customers a reason to visit, through experiences, events, and a more personal, story-led approach. There is also a clear divide. Retailers competing on price are more likely to be under pressure, while those investing in experience, quality, and connection are pulling ahead.
“Collaboration is increasingly playing a role… And in regions where this is happening at scale, we’re seeing stronger growth, highlighting the importance of local ecosystems. The opportunity is there, but it’s those adapting their offer and thinking beyond the transaction who are seeing the strongest results.”
The Voices of Retail Report is available to download at https://www.springfair.com/voices-retail-report
