FROM HABIT TO TREND: The Changing Psychology of Shopping and the future of the High Street: Bromley and Beyond

By Yildiz Betez, Partner Thackray Williams LLP

As a Real Estate Partner at Thackray Williams for over 20 years, I have seen firsthand how the landscape of SME businesses in Bromley’s town centre, its secondary high streets, and the wider surrounding London boroughs has evolved. Alongside my expertise in real estate, I also bring a background in psychology—an increasingly valuable perspective as changing consumer behaviours and the rise of e-commerce continue to reshape the role and function of our high streets.

Over the past two decades, consumer shopping habits have undergone a seismic shift, driven by technological advancements, evolving cultural expectations, and major global events such as the COVID-19 pandemic. These changes are not just about where we shop, but how we think and feel about shopping. As a result, the traditional high street is being reshaped, repurposed, and reimagined.

Bromley, one of Greater London’s key outer boroughs and a historic part of Kent, has long enjoyed a vibrant retail scene. From the bustling Glades shopping centre to the independent shops along East Street and Market Square, Bromley’s high street has served as both a commercial and social hub. But like town centres across the UK, Bromley is facing a period of transition

The New Psychology of Shopping

Historically, shopping was a social and experiential activity. People visited local high streets not only to purchase goods but to engage with their community, explore, and unwind. However, the rise of e-commerce has fundamentally altered this behaviour. Shopping has become more transactional and less experiential, with speed, convenience, and price now driving consumer choices.

The psychology of shopping has become closely tied to digital gratification. With oneclick ordering, same-day delivery, and hypertargeted advertising, online retailers have trained consumers to expect instant results. This has decreased patience for physical browsing and reduced loyalty to brick-andmortar stores.

Moreover, younger consumers, particularly Gen Z and millennials, are highly values-driven. They are more likely to support brands that align with their ethics—such as sustainability, inclusivity, and transparency. These psychological factors are pushing businesses to be more purpose-led, rather than just profit-driven.

As a result, the modern shopper - is increasingly driven by convenience, digital access, and personal values.

The once routine Saturday high street visit is now being replaced or supplemented by online orders, click-and-collect, and even doorstep subscriptions.

However, this digital shift has not erased the emotional and social pull of physical spaces. Many local residents still value the experience of walking through a town centre, meeting friends for coffee, browsing local stores, or visiting the local market. But expectations have evolved: we now want quality, purpose, and a sense of community in their shopping journey.

What’s Working?

While large chain stores have traditionally dominated our central high streets, it is increasingly clear that independent and experience-led businesses are gaining ground and appeal. We act for a number of such businesses that are thriving locally.

The evolution of business types include:

1. Hospitality and Lifestyle Spaces

• Independent cafés offer more than coffee— they provide social spaces with identity.

• Fitness studios and boutique gyms, are drawing customers seeking lifestyle and wellness experiences.

• Family-friendly venues, including play cafés and soft play centres, continue to serve the suburban demographic of young families.

2. Local and Sustainable Retail

• Stores that focus on sustainability— such as refill stations and eco-homeware shops—are starting to find a loyal customer base amongst environmentally-conscious consumers.

3. Health, Beauty, and Services

• Barbershops, nail bars, massage therapists, and wellness clinics are in high demand. These services cannot be outsourced online and often thrive through word of mouth.

• Newer businesses offering services like pet grooming, bike repairs, or mobile tech repair are well-placed for high street success.

Post-Pandemic Habits and Local Loyalty

The COVID-19 pandemic changed how residents view their local area. During lockdowns, many rediscovered the value of supporting neighbourhood businesses and walking rather than commuting to shop. That loyalty remains, but it needs nurturing.

People now expect more from their high street: events, community spirit, variety, and experiences that add value beyond a transaction. Bromley’s push to host seasonal markets, pop-up shops, and cultural events has helped rekindle interest and footfall.

Reimagining the High Street

While some declare the high street "dead," the reality is more nuanced. The future of the high street lies not in resisting change but embracing reinvention. I believe that the future of a town centre does not lie in trying to outdo Amazon or Westfield. Instead, it lies in becoming something uniquely local, flexible, and rooted in community.

Here’s how it is likely to evolve:

1. Hybrid Retail Models

Successful high street retailers are blending physical and digital experiences. Click-and-collect, QR-coded shelves, interactive displays, and in-store AR/VR technology are helping physical stores compete with online convenience.

2. Experience-Driven Spaces

Retail spaces are transforming into lifestyle destinations. Think cafés inside bookshops, fitness studios in clothing stores, or workshops in craft stores. Consumers increasingly seek experiences over products, and high streets are adapting accordingly.

3. Community and Cultural Hubs

Local high streets are becoming multi-use spaces that combine shopping, dining, health services, co-working, and social venues. This creates a richer, more resilient ecosystem that meets a range of daily needs.

4. Sustainability as a Cornerstone

Eco-conscious consumers are demanding greener practices. This has led to the growth of refill stations, second-hand stores, and zero-waste packaging on the high street. Urban planners are also integrating green spaces, bike lanes, and pedestrian zones to make town centres more liveable.

5. Support for Independent Retailers

There is a growing backlash against homogenized retail. High streets are no longer just a retail outlet. Towns that foster independent businesses, through tax incentives or local campaigns, often see stronger community ties and greater economic resilience.

Conclusion

Shopping is no longer just about buying; it's about meaning, identity, and experience. The psychology of the modern consumer demands more than shelves and sales—it calls for values, convenience, and connection. The high street, far from being obsolete, has the opportunity to become more human, local, and sustainable than ever before. By rethinking its purpose and embracing innovation, the high street can thrive in the digital age.

Most UK high streets are at this crossroads—but they are also at a point of opportunity. As consumer habits shift from product-focused to purpose- and experienceled, the high street can evolve to meet those needs by championing independent businesses, enhancing community spirit, and rethinking what a town centre can be. I believe that if we embrace these changes, the traditional high street won’t just survive the digital age—it will lead a new chapter in high street reinvention, blending the best of the old with the most promising of the new.

I also believe that inclusivity will play a vital role in the future success of the UK high street—ensuring that spaces and services are accessible to all generations and to disabled residents, both physically and digitally. To truly embrace change, everyone must be able to participate. I envision a future where town centres adopt a model similar to airport-style Special Assistance services, providing tailored support to those who need it most.

OBE for recognition of impactful research for Professor Andrew Westby

The University of Greenwich is delighted to share that Professor Andrew Westby, Deputy ViceChancellor for Research and Knowledge Exchange at the university, has been made an OBE (Officer of the Order of the British Empire) in the King’s Birthday Honours. This well-deserved recognition celebrates his services to research in food security and leadership of the Natural Resources Institute (NRI).

Professor Westby worked at the NRI for 34 years, spending 12 of them as its director before taking up the role of Deputy Vice-Chancellor.

Under his leadership, the NRI grew significantly. It became the first institute in a modern university to run a doctoral training centre, and won two Queen’s Anniversary Prizes for Further and Higher Education, cementing its place as a world-leading institution.

Professor Westby leads the implementation of the University of Greenwich’s Research and Knowledge Exchange strategy, through which we deliver world-leading, rigorous and impactful research to answer some of the planet’s biggest questions.

Professor Jane Harrington, Vice-Chancellor and Chief Executive Officer of the University of Greenwich, says: “I am delighted that Andrew’s work is receiving the recognition it deserves. Andrew’s vital research has changed the lives of many, and his leadership of the Natural Resources Institute has been a source of great pride for the university. I know that I am joined by the entire Greenwich community in wishing him congratulations.”

Reflecting on his award, Professor Andrew Westby adds: “I am deeply touched to receive this award. Working within the NRI and at Greenwich means I am part of a wider community of students, staff and partners, and it is an honour to have had their support and camaraderie throughout my career.