Exeter's ranked the fifth most appealing high street in Britain

Research commissioned by American Express reveals Exeter High Street to be the fifth most appealing in Britain.

The list ranked the top 10 high streets in Britain, all of which were found to offer an ideal combination of functional and leisurely shopping.

Queen Street in Cardiff took the top spot, followed by the central shopping streets in Gloucester, Eastgate Street in Chester, High Street in Winchester, and then Exeter.

The list was completed by high streets in Edinburgh, Worcester, Liverpool, Glasgow, and Manchester.

The study, carried out in May 2024 with retail experts GlobalData, surveyed 2,000 consumers across Britain.

It found that 67 per cent of participants looked for an attractive mix of retailers when planning their shopping days out. 

62 per cent agreed that good parking options were an important consideration.

It also, however, identified some other key factors alongside demands for a varied shopping experience, with 52 per cent of respondents influenced by the number of independent pubs and restaurants in an area. 

High streets with plenty of leisure and entertainment options like cinemas also attracted higher foot traffic, mentioned by 36 per cent of those surveyed.

Shoppers regarded proximity to train stations and green spaces as less important.

Initially, GlobalData compiled a list of 25 locations before choosing where to conduct their analysis. 

Exeter’s strong ranking, even behind much larger cities, is a positive sign that the Devon capital is ready to boost consumer confidence by meeting this array of demands.

Also encouraging, is the revelation that 73 per cent of shoppers believe that their local high street will remain important to their everyday lives in 10 years’ time.

Dan Edelman, General Manager of American Express’s UK Merchant Services, said: “Each of the top locations identified by our research offers exceptional retail experiences blended with choices to socialise and relax. Consumers continue to value our high streets and believe they will remain important well into the future. While there is no one solution to guarantee ongoing success, it’s encouraging to see there are plenty of opportunities for collaboration to help deliver this winning formula.”

Matt Piner, Head of Retail Consulting at GlobalData, added: “With consumer expectations and shopping habits evolving at pace, high streets are having to continuously adapt to stay relevant. The locations getting it right benefit from higher footfall and spend; in fact, our analysis shows millions of pounds of additional consumer spending could be unlocked for a typical high street that delivers on the factors shoppers care most about.”