Reviving the High Street: Strategies for Independent Retailers
Reviving the High Street: Strategies for Independent Retailers
When I first opened Mish in Wadebridge over 15 years ago, the high street was already starting to shift. Online shopping was gaining ground, footfall was unpredictable, and everyone had an opinion on what would “save” the high street. And yet, year after year, we built something that not only survived but thrived, by knowing our customers, adapting fast, and always leaning into what independents do best: offering something unique.
Now, as the landscape continues to change, from rising rents to consumer behaviour shifts, I believe that independent retailers are still at the heart of high street revival. But it takes a clear-eyed strategy and a lot of practical know-how.
Start with What Makes You Different
One of the biggest mistakes I see small businesses make is trying to copy the tactics of bigger retailers. As independents, our strength is not in scale, it’s in service, trust, expertise, and connection. At Mish, we built our reputation by offering something people couldn’t get elsewhere: expert bra fitting in a genuinely personal environment. Our team knows most of our customers by name. And we don’t just remember their name, but their size, and their favourite brands too.
That level of service isn’t “extra”, it’s a competitive advantage. When customers are looking for reasons to come back to the high street, we need to give them experiences that can’t be replicated by a delivery box.
Make Your Shop More Than Just a Shop
Our shop isn’t just a place to buy lingerie, it’s a space where women come to feel seen, supported, and celebrated. Over the years, we’ve hosted fitting events, brand showcases, and collaborations with local businesses. During our Fantasie and Elomi fitting days, for example, we offered Prosecco, free gifts, and early previews of next season’s collections. These days weren’t just good for sales, they created a buzz that brought new people through the door.
Events don’t have to be extravagant. They just have to be thoughtful. A local gin tasting, a Christmas gift evening, or teaming up with another shop for a shared promotion can turn an ordinary day into something memorable. And memorable experiences build loyalty.
Don’t Abandon Digital – Use It to Drive Footfall
When people talk about the “death of the high street,” they often frame it as a battle between bricks and clicks. But the truth is, the best-performing independents are doing both. Our online store doesn’t compete with our shop, it supports it.
We use email marketing to invite our online customers to in-store events, and we promote local footfall offers on social media. When someone finds us on Google, it’s often the start of a relationship that ends with them booking a fitting in Wadebridge.
According to research by Visa and Cebr in 2023, independent retailers with a basic online presence make up to £23,000 more in annual revenue than those without one. Just having a well-maintained Google Business Profile (formerly Google my Business) and an active Instagram can be enough to start driving those extra visits. You don’t need to be Amazon, you just need to be visible.
Get Involved in Local High Street Partnerships
Reviving the high street takes more than one shop. In places like Stretford, Greater Manchester, landlords offered free rent to independent traders as part of a regeneration project at Stretford Mall, and footfall increased by over 45% in a year (source: Manchester Evening News, Oct 2023). That’s a powerful example of what happens when communities invest in small businesses.
At Mish, we’ve worked closely with other local businesses and tourism boards to support events like the Royal Cornwall Show. We also make sure we’re part of conversations with local councils and business groups. It’s not just about being heard, it’s about being part of the solution.
If you’re not already in a town centre business group, the local Chamber of Commerce, or you haven’t reached out to your BID (Business Improvement District), start there. These relationships can open doors to funding, event promotion, and joint marketing that’s hard to achieve alone.
Measure What Matters
It’s easy to get swept up in doomscrolling headlines about shop closures. But focus on what you can control. At Mish, we track footfall, average spend, and conversion rates, but we also pay attention to less obvious signs of growth: newsletter sign-ups, how many people book a fitting after seeing us on social, and which brands customers are asking for by name.
You don’t need complex or expensive software to get insight. Just keep asking questions: What’s bringing people in? What are they coming back for? Where are the gaps in your range, your layout, or your marketing?
Key Takeaways
- Independent retailers can lead the high street revival by doubling down on what makes them different, trust, expertise, and experience.
- Use your physical space for more than just selling, create events and reasons for people to visit.
- Digital tools drive real-world footfall, even simple online visibility boosts your bottom line.
- Collaboration matters. Get involved with local councils, BIDs, and partnerships.
- Track performance and adapt quickly, that’s your superpower as a small business.
Want More Support?
If you’re an independent retailer looking to grow your high street presence and feel like you’re doing it all alone, The Retail Fixers is here to help. Drop us an email to find out how we can help. We have a variety of options, from ad hoc coaching sessions to feasibility studies, to, online workshops to a 6-month growth programme bespoke to you and your business. Let’s grow the high street — one brilliant small business at a time!