A year into a dedicated digital support service, Sunderland’s independent retailers are reporting striking progress in revitalising their high street presence. Early outcomes include sales growth and sharp increases in store footfall, website visits and online engagement.
Businesses across the city are now celebrating the impact of this hands-on support, which has helped them build the skills, confidence and online presence needed to thrive on today’s high street.
Delivered as part of Enterprising Sunderland and funded by the UK Shared Prosperity Fund (UKSPF), the Digitising the High Street service reached far beyond the city centre, extending deep into Wearside communities including Pallion, Grangetown, Fulwell, Ryhope and Houghton.
A total of 22 ‘hidden gems’ of the high street, ranging from florists to furniture stores, were supported to strengthen their digital presence, boost footfall and build the confidence and community to hold their own against online giants.
Now businesses who took part in the programme in phases over the past 12 months, are beginning to report their success stories.
In Pallion, Little Lambs children’s boutique has doubled its social media following and seen an increase in website traffic of 42% following a full digital review which led to a complete website overhaul and rebrand, paired with social media and marketing support.
“We used to wonder why we were so overlooked online,” says founder Nicol Lamb. “We were always good at in-person sales when people could see our beautiful clothing in our lovely shop, but our digital presence didn’t do us justice.
“Now it finally mirrors our store – and it’s working. We’ve gained new customers from outside of the area, received amazing feedback from suppliers, and we’ve even been offered an exclusive edit from one of our favourite brands. It used to feel like us against the world – now it feels like the whole of Sunderland is behind us.”
While in Shiney Row, Carlos Cycles reported its busiest year to date, with cycle repairs up by 23% after launching an online booking system integrated into a new website. Owner Carl Hackles reinvested in a full shop refit and enjoyed a family holiday for the first time in years.
Digitising the High Street was overseen by the North East BIC, one of a consortium of partners championing the city through Enterprising Sunderland. It aimed to address long-standing regional evidence showing many smaller businesses have historically relied on physical footfall, felt overwhelmed by digital marketing, wary after past negative experiences, or marginalised by “tech speak”.
“We often hear complaints that our high streets are empty and dying, but the truth is there are many fantastic businesses run by passionate, hard-working local people who are the heart of our neighbourhoods,” says Racheal Straughan, Director of Market Collective CIC, which delivered the support.
“Sunderland’s hidden gems need and deserve the support of all of us, and this programme gave us the chance to help them sparkle. By equipping them with powerful digital skills, they are now able to raise their profile online, which will drive more traffic into their stores and the wider area.”
The programme bridged this gap, offering practical, jargon-free support, starting with a full digital audit of each business to uncover what was working well and what needed improvements. Hands-on expert support was then provided to each trader depending on their needs, including: website audits, fixes and overhauls; social media set up, strategy and optimisation; Google Reviews, keywords and SEO; content planning; competitor analysis and more.
Paul McEldon OBE, Chief Executive of the North East BIC, said: “These results demonstrate brilliantly that high street businesses can grow and thrive when supported to combine physical presence with digital capability.
“It’s so satisfying to see the hard work and pride of our local businesses paying off, and it proves to us that our approach to taking our services out into the community, rather than waiting for them to seek help, means we reach the people and businesses who can benefit most.”
Councillor Kevin Johnston, portfolio holder for housing, regeneration and business at Sunderland City Council, said: “Sunderland is fortunate to have so many fantastic independent retailers and dynamic entrepreneurs and this programme offers them a digital stepping stone to take their businesses to the next level by enhancing their online presence.
“It is fantastic to see how a proactive approach to improving digital skills can pay-off by driving up footfall and helping bring people back to the high streets in not just the city centre, but across all of our communities.”
The programme also sparked the creation of Shop Talk, a monthly meet‑up that grew organically from group workshops and quickly became a valued support network for traders. To take part in Shop Talk email Racheal Straughan at racheal@marketcollective.co.uk
The support from the BIC forms part of Enterprising Sunderland which has received £523,541 from the Government’s UK Shared Prosperity Fund Programme, managed in Sunderland by Sunderland City Council on behalf of the Sunderland Partnership.
