Shrewsbury, the historic Shropshire town, is emerging as a thriving shopping destination, with the latest figures showing an 11% increase in annual footfall. Business leaders have hailed the town’s mix of independent and high-street offerings as a key factor in its growing popularity, drawing in visitors from across the West Midlands and Wales.
According to the Shrewsbury Business Improvement District (BID), shoppers spent £10.23 million in the town centre in September, with the average customer spending £89.78 throughout the month. Seb Slater, the BID’s executive director, attributed the town’s success to its large catchment area, which extends across Shropshire and into the West Midlands.
“We have this large catchment that goes right across to Aberystwyth in Wales but also into the West Midlands,” Slater said. “We’re increasingly seeing people come in on the train from the Black Country, so we have quite a big pull.”
The town’s performance contrasts with a 4% decline in British retail sales over the same period, highlighting Shrewsbury’s status as a thriving retail destination. Business leaders have described the town as “busy, vibrant and full of buzz,” particularly on weekends.
Shrewsbury’s success has been bolstered by the town council’s investment in local infrastructure. In 2018, Shropshire Council controversially purchased three shopping centres in Shrewsbury for £51 million, a move that has since paid dividends.
The Riverside centre has become part of the Smithfield Riverside masterplan, while the Pride Hill centre is earmarked for future development. The Darwin centre is set to be the main shopping hub, as the council seeks to reinvigorate the town’s retail landscape.
Alex Wagner, the council’s deputy leader, defended the decision, stating that councils need to “operate where only councils can” and that areas of public realm and “master-planning” cannot be effectively carried out by other government bodies or private enterprises.
Shrewsbury Market, which has been named Britain’s favourite indoor market for three consecutive years, has also played a crucial role in the town’s success. Ian Thorpe, the Shrewsbury Town Council’s events manager, believes that markets can be a catalyst for regeneration, as local investment and growth can “organically” benefit the wider community.
Robert Boutflower, the director of Tanners Wines, praised Shrewsbury’s distinct character, noting that the town’s hilly terrain is an additional attraction for visitors. “It’s got some interest because it’s not flat,” he said. “You’ve got the hill in the middle to get up and down again. It’s a cracking place.”
As Shrewsbury continues to thrive, the BID’s Seb Slater expressed confidence in the town’s future, stating that local customers remain loyal to the high street and will continue to choose Shrewsbury as a “brilliant place to shop, eat and spend time.”
