Britain’s market towns have long been cherished hubs where local businesses and skilled artisans serve their communities with quality goods. Yet, in many parts of the country, this tradition is fading as independent retailers disappear and empty shopfronts take over once-bustling streets.
I’ve witnessed these changes firsthand in my 27 years, especially in the Midlands. So when I visited Frome, a picturesque Somerset town celebrated for its vibrant high street, I wanted to understand how it bucks this trend.
Frome’s charm is undeniable. Stone-paved streets climb gentle hills, lined with a diverse mix of thriving shops and eateries. The town has become a magnet for visitors, as well as affluent newcomers, particularly Londoners seeking a new home outside the capital. This influx has brought new money and energy, supporting local businesses and helping them stay afloat.
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Locals credit some of this success to community spirit — shopkeepers share tips through WhatsApp groups, and the town council is dominated by independents focused on local needs rather than political agendas. This grassroots governance echoes a wider trend across the UK, where local representatives increasingly shed traditional party affiliations.
However, the prosperity Frome enjoys hides a growing problem. As Alice Cleaver, 29, manager of The Shop Next Door, pointed out, “It feels like we’re not the ones that are supposed to be living here.” Her words highlight the struggles of younger residents squeezed out by soaring housing costs.
Housing prices in Frome reveal the scale of the challenge. The average house sells for £346,382 — well above the national average of £282,776. Meanwhile, average rents hover around £1,123 per month, roughly the same as some parts of southwest London. Such figures force many locals to look elsewhere for affordable accommodation.
The town council officially declared a housing crisis in 2023. Councillor Polly Lamb lamented: “Rents have skyrocketed and that is pushing out local people who have been here all their lives.”
Local businessman John Szymanski observed the fierce competition for homes. “If you don’t put in an offer quickly, the property is gone within three days,” he said. The presence of celebrities and upscale properties like Babington House, a members’ club with luxury amenities, only fuels the town’s exclusivity.
Frome exemplifies a phenomenon commonly called “Londonisation” — the migration of wealth from the capital reshaping regional towns. The rise of remote work since the pandemic has accelerated this shift, making such areas desirable but increasingly unaffordable for many.
Unfortunately, Frome’s predicament is not unique. Across rural Britain, towns with good transport links to cities are experiencing similar housing pressures.
This social transformation poses a profound question: how can communities like Frome retain their character and remain accessible to people from all walks of life as economic realities change? For now, many young locals find themselves priced out of the homes they once called their own.