Deptford is Top of the Shops - New study reveals London’s hidden gems in the High Street Hit Parade - 23 February 2005
Forget the bright lights of the West End – the latest shopping hotspot in the capital is Deptford High Street, says a new study by Yellow Pages.According to a unique mathematical formula devised for Yellow Pages, Deptford in South East London has the capital’s most diverse and vibrant high street, beating more traditional shopping destinations such as Kensington High Street, Oxford Street and Marylebone High Street with its ability to service shoppers’ needs. Other unexpected gems that highlight London’s alternatives to the “identikit” high street experience include Del Trotter’s Peckham, Twickenham the home of national rugby, and Putney.
Yellow Pages’ ‘Diversity’ Top 10 | |
| Ranking | High Street |
| 1. | Deptford |
| 2. | Kensington |
| 3. | Sutton |
| 4. | Streatham |
| 5. | Peckham |
| 6. | Barnet |
| 7. | Twickenham |
| 8. | Bromley |
| 9. | Putney |
| 10. | Beckenham |
The winning formula
Yellow Pages commissioned retail and consumer trends expert Tim Dennison to develop the formula to define High Street Diversity (D). The result is D = f (m,b,c) where:
- Basics (b) = presence of businesses for common everyday purchases and transactions (such as grocers, banks, post offices)
- Choice (c) = presence of a wide number of different businesses within each retail category, giving shoppers more to choose from
- Mix (m) = presence of a wide variety of shops and businesses that best fit our spending patterns (as defined by government data on how we shop)
The individual Top Ten streets within Basics, Choice and Mix categories reveal different snapshots of London’s retail scene.
‘Hammer’ing the opposition for Basics
When it comes to shopping for the everyday essentials Kensington has it covered, with Hammersmith also scoring well in the ‘Basics’ chart. Often perceived as a tourist trap, Camden’s High Street is also identified as a good source of day-to-day must-haves for the local community.
Best for Basics | |
| Ranking | High Street |
| 1. | Kensington |
| 2. | Hammersmith |
| 3. | Barnet |
| 4. | Fulham |
| 5. | Sutton |
| 6. | Camden |
| 7. | Putney |
| 8. | Beckenham |
| 9. | Clapham |
| 10. | Bromley |
Choice will leave you R-Ealing
Ealing topped the list of destinations that provide the highest number of different businesses within each retail category. Lesser known retail destinations such as Hounslow and Peckham are hard on the heels of Oxford Street and Kensington High Street when it comes to offering great choice for consumers.
Best for Choice | |
| Ranking | High Street |
| 1. | Ealing |
| 2. | Oxford Street |
| 3. | Richmond |
| 4. | Deptford |
| 5. | Hampstead |
| 6. | Peckham |
| 7. | Islington |
| 8. | Kensington |
| 9. | Twickenham |
| 10. | Hounslow |
All in the Mix
Not only is Deptford the best street overall, it’s top of the table for providing the mix of outlets that best fit with our proven spending habits. Home of ‘Electric Avenue’, Brixton also achieved a megawatt rating, whilst fittingly the home of the world’s first ever cash dispenser, Enfield, also makes an appearance in the ‘Mix’ top ten for shoppers.
Best for Mix | |
| Ranking | High Street |
| 1. | Deptford |
| 2. | Twickenham |
| 3. | Peckham |
| 4. | Dartford |
| 5. | Streatham |
| 6. | Brixton |
| 7. | Beckenham |
| 8. | Sutton |
| 9. | Enfield |
| 10. | Bromley |
Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages directories, said: “Variety and choice are really important to modern consumers, who increasingly are opting for a diversity of quirky independent outlets as well as the big brand retailers. Our data shows that many London high streets offer this mix, but what’s fascinating is that some of the smaller pockets of London are also well able to service our needs. Big isn’t necessarily best when it comes to shopping.”
Tim Dennison, who conducted the analysis on behalf of Yellow Pages, said: “This is genuinely groundbreaking work as there has never been a mathematical way to measure the diversity of a high street before. The research definitely uncovered some surprises and it should give shoppers some food for thought when they plan their next spending trip.”
