For years now, the prevailing narrative regarding the High Street has been one of decline – once-thriving destinations in cities across the UK emptying as shoppers shift their spending online and retailers retreat from bricks-and-mortar premises.
But while many grapple with vacant units and falling footfall, there are some places writing a different chapter entirely. Recently, unLTD took a trip to Bawtry – a picturesque market town on the edge of South Yorkshire – where the energy on the High Street tells a more optimistic tale. Here, a growing number of businesses have made the leap to physical retail, breathing new life into the town centre and proving that, with the right ingredients, the High Street still has something to offer.
Known as the ‘gateway to Yorkshire’, Bawtry may be small – with a population of 3,410 souls – but its history runs deep. The town’s early settlements were based on a major Roman road, Ermine Street, and it later thrived as a medieval river port before growing into a busy coaching town on the Great North Road. Its Georgian buildings and cobbled streets hint at a prosperous past – and with ties to RAF command operations during the Cold War, it’s played its part in shaping history. Today, that heritage sets the scene for a place full of character which has in recent times built up reputation for a lively hospitality and retail scene.
Following post-arrival coffees at the Crown Hotel, our first stop was just a few doors down at The Blonde & The Blooms, a contemporary florist founded by Anna Boyes. Originally run from a home workshop in her back garden, the business began life online, gaining traction through Instagram and Facebook. “I was 16 when I first started doing flowers,” Anna explained. “I entered into a completely different profession, had my little boy, and that kind of brought me back into it.” As demand for bespoke wedding florals grew, so did the need for a more professional presence and she took up physical premises. “It just organically felt like the next step. People wanted to meet us in person, and I didn’t want that in my own home. We needed bricks and mortar – a place where we could stamp our mark.”
Nearly three years on, she’s firmly rooted in the local business community, working closely with neighbouring shops and as part of the Bawtry Retail Association. “It’s a nice family feel – all the businesses recommend each other. Everyone is really well supported and it’s the perfect location for what we do.”
There’s no denying that the UK High Street has faced significant challenges in recent years. According to the British Retail Consortium, footfall fell by 13.6% in 2023 compared to pre-pandemic levels, while PwC reported that over 10,000 shops closed across the UK last year alone – an average of 28 per day. Yet despite the broader downturn, there are pockets of resistance to be found.
With the right mix of community support, strong local identity and independent businesses that tap into the public’s growing desire to shop local – a trend reinforced, perhaps, during the dark days of the pandemic – towns like Bawtry are turning the narrative on its head.
Central to this shift is the growing belief that supporting local, often family-run businesses – rather than large multinational chains – leads to a more personal shopping experience. Many of these independents also source from small and medium-sized producers, giving customers confidence that their money is staying within the community, rather than disappearing into corporate profits.
A clear example of this ethos in action is Rayne & Hay, the independent gift and homewares shop run by mother-and-daughter duo Lorayne and Rebecca Wilkinson, who opened on Swan Street in September 2024 after 18 months trading online.
“Our goal was always to have bricks and mortar,” Lorayne told unLTD. “We wanted to just test the water initially with the online business... but there were things that you felt, as a purchaser, you want to be able to see, smell and feel – especially products like candles and soaps.” After attending a trade fair in Harrogate and speaking with other small business owners, the pair were convinced it was time to make the leap – and found what seemed like ideal premises in Bawtry.
Thankfully, the move has paid off. “It’s been brilliant. We’ve been able to expand our product range, and people are more willing to deal with you when you’ve got a bricks and mortar store.” For customers, too, the appeal has been made clear: “We’re really self-conscious about what we buy… people want things that are slightly unusual that you can’t just easily get online. We’ve had customers come in and say, ‘I don’t do Amazon’ – and we make sure things we stock aren’t on there. It’s taken off really well so far.”
A short stroll from Rayne & Hay brings you to The Courtyard – a charming cluster of independent shops offering everything from sustainable children’s toys to authentic Thai home décor. The latter of those options you’ll find at Nevina, where we met co-owner Nevin, a Turkish-born trader whose time living in Vietnam and Thailand sparked a deep appreciation for East Asian culture. That influence now shapes the store’s curated collection of handmade bamboo lighting, wall art, statues and textiles sourced from Thai artisans.
Although she had sold online for years through platforms like Amazon and Etsy, opening a physical store in Bawtry wasn’t part of the original plan. That changed after settling in the area and spotting an opportunity. Since opening in December, she’s found having a connected local business network particularly helpful. “We all talk to each other... we support each other, we give each other ideas, and we take notes – it’s just a tight community. Everybody is happy and comfortable, and I feel comfortable here.”
Word soon spread that some local press were in town, and we were kindly invited to the main event of the evening – the launch of Fairfax & Favor’s new store. Set within the Old Town Hall, a listed building steeped in history on Market Hill, the opening marked the luxury countrywear brand’s eighth UK location. After a warm welcome and some mingling with local residents, we caught up with co-founder Felix Favor Parker who was more than happy to explain what drew the brand to South Yorkshire.
“We’re so excited to be in Bawtry,” said Felix. “It’s a credit to Ross from the Retail Association, who got in touch with us about three or four years ago – he really wanted to make Bawtry more of a destination town.” The move felt like a natural fit for the brand, which already had a loyal customer base in the area. “We’ve got a lot of customers around here... and this incredible building had been empty for two to three years. It’s right in the middle of the High Street – south-facing, with beautiful light. All I can see is potential.”
We left the crowd to continue raising glasses to the store’s future and made our way next door to the stylish Pantry Bar and Brasserie, where we joined the aforementioned Ross – full name Ross Jarvie – for a debrief over some exceptional small plates and a couple of Thornbridge beers. As we recounted the day's conversations, one key question came to the fore: in a world where consumer habits are shifting ever more online, why are businesses in small towns like Bawtry choosing to take the leap and invest in traditional High Street retail?
“Twenty years ago, everyone was celebrating having a website,” he says. “Now, there’s almost a harping back to the days of actually being able to physically touch things and speak to people. If you’re buying a high-quality item, you want to try it on, see it, feel it, smell it – it just makes business sense. Destination shopping is now the thing, and that’s something we’ve been embracing.”
Location is another key part of the appeal. “We have the first house in Yorkshire as you come from the south on the old A1 – it’s a gateway to the country,” he adds. “We’ve got the A1 nearby, the train station at Doncaster, bus networks, and – hopefully – the airport very soon. People who used to be tied to city centres are now working hybrid or from home, and we’re central enough to reach customers across Yorkshire, Lincolnshire, Nottinghamshire and Derbyshire.”
Through a mixture of WhatsApp groups, events and informal connections, businesses collaborate rather than compete – and that spirit has helped many flourish. “There’s a strong sense of community – people know they can leave their shop keys with a neighbour, ask who does the best signage or where’s good for Mediterranean platters. We’ve seen people go from small units to larger ones, sublet spaces and grow their businesses here,” he explains.
As we headed home that evening, back over the M18 towards Sheffield, it was hard not to reflect on those points – and what it might mean more broadly. If the wider High Street is to survive – or even thrive – it might need to take a leaf out of Bawtry’s book. Prioritise people. Promote independents. Make town centres places worth visiting, not just for passing through. As consumers tire of faceless clicks and algorithm-led shopping, the opportunity is there for communities willing to offer something more tangible, more human. And if our visit proved anything, it’s that the future of the High Street doesn’t have to be a eulogy – there’s still life in it yet.
