Two Birmingham streets have been officially recognised as being among the very best in the entire country for Generation Z shoppers seeking out unique, independent stores.
Digbeth's Creative Quarter Takes Centre Stage
According to research conducted by American Express and retail specialists GlobalData, Gibb Street and Floodgate Street in the Digbeth area have secured a prestigious spot in the UK's top high streets. The ranking specifically highlights locations that appeal most to the Gen Z demographic for their independent shopping habits.
The study evaluated several key factors to determine the winners, including the density of independent shops catering to Gen Z interests, the total number of independent retailers present, and the overall vibrancy and aesthetic appeal of the street. Both of the winning Birmingham streets are located within Digbeth, a district recently crowned by Time Out as the UK's coolest neighbourhood outside of London.
The National Picture for Gen Z Retail
The research provides a fascinating snapshot of where young Britons are choosing to spend their money. The full list of the top 10 Independent High Streets for Gen Z is:
- Brighton (Trafalgar Street, Sydney Street, Kensington Gardens)
- Sheffield (Devonshire Street, Division Street & top of Cambridge Street)
- Manchester (Oldham Street)
- London (Coal Drops Yard & Stable Street)
- Birmingham (Gibb Street & Floodgate Street)
- London (Broadway Market)
- Edinburgh (Deanhaugh Street, Raeburn Place)
- Liverpool (Bold Street)
- Bristol (Gloucester Road)
- Leeds (Central Road, New Market Street, and part of Call Lane)
Experts Hail a Positive Shift in Shopping Habits
Industry leaders have welcomed the findings, seeing them as a sign of a healthy and conscious shift in consumer behaviour. Michelle Ovens, Director of Small Business Saturday, commented on the trend, stating: "Small businesses bring character and individuality to their communities and to the whole nation, so it’s great to see young people celebrating that through their conscious shopping choices." She added that she looks forward to seeing this enthusiasm continue during the Small Business Saturday event in December and beyond.
Matt Piner, Research Director at GlobalData, provided further insight into the economic significance of this trend. "It’s wonderful to see Gen Z returning to the high street and frequently spending in our identified sectors," he said. Piner also highlighted the future potential, noting that spend among Gen Z shoppers is set to increase as they progress in their careers and their disposable income grows, presenting a sustained opportunity for independent retailers in these thriving sectors.
The study specifically pointed to Gen Z's well-documented obsession with vintage and pre-loved shopping as a key driver behind the success of these independent business sectors, giving a significant boost to local entrepreneurs and creatives.
