Shrewsbury is thriving as a shopping destination as latest figures show annual footfall is up 11%.

The Business Improvement District (BID) said the Shropshire town’s mix of independent and big-name offering was getting it noticed nationally, with “great momentum” heading into the end of 2025.

Figures for this autumn showed shoppers spent £10.23m in the town centre in September, with the typical customer spending £89.78 throughout the month.

Seb Slater, BID executive director, said the town was punching above its weight.

“We have this large catchment that goes right across to Aberystwyth in Wales but also into the West Midlands,” he said.

“We’re increasingly seeing people come in on the train from the Black Country … so we have quite a big pull.”

Business leaders said September’s results showed a bright picture, particularly when compared with a fall in British retail sales by 4% in the same period.

They described Shrewsbury, which was recognised as a trading centre for wool in 1209, as “busy, vibrant and full of buzz”, especially at weekends.

In 2018, Shropshire Council controversially bought three shopping centres in Shrewsbury for £51m.

Critics of the plan suggested investment in such sites may be shortsighted as the future of bricks and mortar retail appeared uncertain amid e-commerce.

The Riverside centre has since become part of the Smithfield Riverside masterplan, the Pride Hill centre is earmarked for future development, and the Darwin centre is set to be the main shopping hub.

Council deputy leader Alex Wagner said “councils need to operate where only councils can”, and added that such areas of public realm and “master-planning” could not be done by other government bodies or private enterprise.

“Councils have to take a lead on that, even councils in really difficult financial positions,” he said.

Meanwhile, Shrewsbury Market, which won the title of Britain’s favourite indoor market three years running, has a waiting list for stalls.

Ian Thorpe, Shrewsbury Town Council events manager, said markets could be a catalyst for regeneration, adding: “If you invest locally and it starts to pay off, that will organically grow.”

Tanners Wines director Robert Boutflower said Shrewsbury was the “right size” to draw the trade it had, with a distinct feature also being an attraction.

“It’s got some interest because it’s not flat, You’ve got the hill in the middle to get up and down again. It’s a cracking place.”

At the BID, Mr Slater said: “It’s clear that local customers remain loyal to their high street and we are confident they’ll continue to choose Shrewsbury as a brilliant place to shop, eat and spend time.”