Britain’s market towns have long been celebrated as vibrant hubs where local businesses and skilled artisans thrive, drawing visitors from near and far. Yet, across much of the country, these once-bustling town centres have fallen silent, with shuttered shops and fading communities becoming the new normal.
My recent visit to Frome in Somerset revealed a different story. This picturesque town, with its winding stone-paved streets and thriving independent retailers, seems to buck the national trend. Much of Frome’s newfound prosperity stems from an influx of wealthier Londoners relocating here, seeking a more tranquil lifestyle outside the capital.
Walking through Frome, I was struck by its vitality. A strong sense of community flourishes, helped by local initiatives like WhatsApp groups for shopkeepers to share tips and local independent councillors dedicated to serving the town’s interests rather than party politics. This grassroots approach has fostered a resilient and dynamic local economy.
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Nevertheless, this success masks an underlying crisis. Alice Cleaver, 29, manager of The Shop Next Door, shared a sobering observation: “It feels like we’re not the ones that are supposed to be living here.” Her words capture the reality faced by many young residents—rising property prices and rents are pushing them out.
Housing in Frome has become prohibitively expensive for many locals. The average house price is now £346,382—well above the UK average—and monthly rents average £1,123, a figure comparable to rents in London’s pricey southwestern neighborhoods. This surge makes it extremely difficult for younger people to find affordable homes, forcing some to leave the town altogether.
In 2023, Frome’s town council officially declared a housing crisis, with Councillor Polly Lamb highlighting soaring rents that are displacing lifelong residents. John Szymanski, a local clothing designer and shop owner, noted the rapid pace at which properties sell—often within days—driven in part by the town’s growing appeal to celebrities and affluent newcomers. The nearby Babington House, a luxurious Georgian manor and spa, further underscores Frome’s transformation into an exclusive enclave.
This phenomenon, sometimes described as “Londonisation,” has been accelerated by the rise of remote work post-pandemic, enabling city workers to relocate without sacrificing their careers. While this trend brings economic benefits, it also deepens social divides and threatens the town’s traditional community fabric.
Frome’s situation is emblematic of a broader challenge facing rural and commuter towns across the UK. As city residents seek refuge from urban life, the dynamics of these communities shift dramatically, often leaving younger generations marginalized.
Without intervention, many towns like Frome risk losing the very diversity and vibrancy that made them appealing in the first place. The social transformation underway calls for urgent attention to housing affordability and community preservation before more locals are priced out for good.