Spalding businesses reveal the ‘constant battles’ they face against challenges of modern-day trading in our special report
In an era where online shopping is the new norm, we caught up with local businesses about how they survive challenges of the modern day — and to find out the changes faced by our high street in the last decade.
Many of us enjoy the convenience of purchasing items from the comfort of our own homes — but traders in Spalding have shared their concerns on how this has changed their day-to-day lives – and begs the question, is online retail the way forward or is there life in the high street yet?
As a struggle for survival is underway, data obtained by this newspaper highlights a significant decrease in footfall for the town centre in the last two years – resulting in fewer walk-in customers.
Florist and business owner Chris Wheeler, of Flowers ‘n’ Things on Red Lion Street, has lived in Spalding for 16 years. He said: “Life as a modern day trader is a constant battle. Your first job is to get someone through the door and the second job is to get them to buy something from the shop.
“If we don’t support the high street, the high streets will all die and then there will be no high streets left.
“Flowers are a beautiful product. When someone opens the front door and sees a big bunch of flowers, nine times out of ten people are very happy to see them. It’s a nice business to be in because you are spreading joy and we enjoy that.
“However, the town was much busier when we moved here in 2008. There’s been too much closure recently rather than businesses opening, and I think small towns and villages need to have good high streets to attract visitors.
“The ease of shopping on smart phones, tablets and computers makes life very easy to shop whereas, when I was a younger man you had to go to the shops.
“We are all responsible for the high street not surviving - unless we all make a choice to go and buy from an independent shop on the high street, you can’t moan and say ‘the high street is rubbish’ - because if we’re not going to go and support it, why are people going to work.”
Footfall data, collected by the government through Virgin Media O2 mobile data signals, revealed the number of people coming into Spalding is significantly below the average for England, at 41%.
On the contrary, the number of empty shops in the town is less than the national average.
Retail expert, Graham Soult, who has previously shared his expertise in Spalding, explains how high streets are changing and believes we need to show more appreciation towards businesses. He said: “In Spalding and lots of other towns around the country, businesses on high streets are facing challenges, but if you look at how they are changing, it certainly isn’t all negative.
“Online retail really peaked during covid because we had no option however, it now shows the number of people shopping online is back down to where it would have been if covid didn’t happen.
“It shows there is a big demand for people who want an in person experience – you can’t meet your friend for a coffee or get your eyebrows threaded online.
“I think we need a bit more balance in the way we talk about our high streets and a bit more appreciation and thanks for those people who are working so hard to try and do something worthwhile for us.
“Everywhere always wants to be like somewhere else and I’ve made the point before that the way to make Spalding better is to be more distinctive and to celebrate all of those things that make it unique, quirky and attractive.”
A footfall camera on upper Market Place, installed by South Holland District Council, has recorded the number of people coming into the town since May 2022.
The average number of people visiting Spalding on a Saturday (using data between May and September) shows a decline of one third each year. In 2022 the average was 1,865, in 2023 it was 1,258 and in 2024 it was 1,127.
Many businesses in the town already have websites which allow them to reach a further audience.
Darren Sutton, business owner of Charmed Interiors, on Bridge Street, has noticed a change in customers habits after working in the town for ten years. He said: “Spalding has changed as a town, as a lot of the bigger names such as Wilko and M&S, have disappeared which is sad.
“We’ve seen a change in customers coming into town. I’ve been in retail more than 30 years and when I started there was no online shopping. There is a lot of competition online but for us, but we haven’t really got that from the town anymore after Coneys and Beales went, which is a shame.
“Spalding still has a lot to offer as there are plenty of independent stores, but the internet has changed the high street from what it used to be. If we didn’t have our online website we would only be reaching customers from or near Spalding, so it does help us in that respect.
“I think if we had more events and activities in the town it would improve the high street.”
Sales assistants at Charmed Interiors, Lizzie Bradley and Lesley Bayston, both agree there needs to be more of an atmosphere in the town centre. Lizzie said: “It’s not nice walking through Spalding – in fact it is a little bit depressing because of all the empty units.”
Lesley added: “There aren’t many shops like Charmed Interiors in Spalding, so we do get more people visit us from Bourne and Peterborough.
“More independent shops would be nice and if there was more of an atmosphere, as it can be a bit dead at times.”
Emma Peake, business owner of The Crescent’s Daisies Flower Shop, said: “I have definitely seen the town change over the years. I have been affected by online shopping as I think people have lost the art of shopping and there has definitely been a decrease in footfall – everyone just goes to Springfield’s Outlet now.”
For some firms using social media resources and online marketplaces has been a good way to get into the trade and grow an audience.
Milly Hall, of Prints By Milly, started her business after picking up an unexpected hobby during lockdown. It has since flourished and enabled her to showcase her products at various makers market events across Lincolnshire, and gain a large following on YouTube.
In comparison to ‘traditional’ high street businesses, the battles Milly faces as a predominantly online modern-day trader, involves a high pressure to stand out from other online stores.
She said: “Balancing time between creating products, packing orders and staying active on social media can be a lot. There’s a constant need to adapt – what works one day might not work the next, especially with social media trends.
“The pressure of standing out whilst staying true to myself, is often a battle for me.
”YouTube has been a huge help for me. I think it has been the best thing I have done in terms of seeing growth for my business. I love that it allows me to connect with people in a more personal way, and I love being able to show the behind-the-scenes of running my business.
“Social media is also essential for reaching new people but the competition is intense. It’s hard to get your work noticed among so much content, but I think online business is definitely the way forward it terms of accessibility and reaching a wider audience.”
Milly has her own website but also uses the online market place app, Etsy, where she showcases her digital designs and products.
Retail expert Graham added: “I think platforms like Etsy act as a route into the market. It’s a good way to build up an audience and confidence and I think it’s good there is lots of different ways for people to share their ideas and test them out.
“If you can’t support a business or event in terms of spending, at least support them in other ways such as following them on social media, leaving a nice review – by doing these small things it can really make a difference to a business that is working hard to keep going.”
Your views on the future of our town centres
We asked our readers what attracts them to come into the town – and what, if anything, stops them, on the Lincolnshire Free Press and Spalding Guardian Facebook page.
Many people agreed that The South Holland Centre, Ayscoughfee Gardens, Bookmark, Flowers N Things, Penningtons Coffee Shop, Sheddy’s and The Red Lion, are all reasons to visit the town.
Kimberely Jade said: “The town has potential, it used to be very pretty and a thriving market town, but it’s going to take a lot of change to bring that back.
“I would personally love to see some more independent shops but I’m aware that we are in difficult times and shops like that would mostly struggle.”
Paul Ouzman said: “The problem Spalding suffers from is anti-social drinking, litter, out of town retail parks, lack of policing and more. Online shopping and a lot more has caused a town centre decline.”
Diane Hamer says the lack of independent shops stops her from coming into the town and Danny James believes Spalding has been left behind. He commented: “All other towns have had major improvement. There is no real attraction and no reason for the up and coming youth to spend their money in the town. It will soon be another derelict town in the UK.”
James Issitt said: “Nothing attracts me to come to the town and paying to park is a scam.”
Sally Malkin and others say they are scared to enter the town due to anti-social behaviour.
What do you think? Let us know your views in the comments below…
