Natasha Whiting, the 35-year-old owner of Hidden—a boutique shop in Bath specializing in British-made lifestyle products such as homeware, books, candles, ceramics, crockery, and cards—recently faced an exceptionally tough business day. Passionate about curating an immersive shopping experience with natural materials like clay, wood, linen, and flowers, Natasha was disheartened when her takings on a recent Wednesday amounted to just £4.50, the amount from selling a single wooden postcard.
The economic challenges of today, combined with the cost of living crisis and dwindling high street footfall, have hit many independent retailers hard. Natasha chose to close her store early on the following Thursday and Friday to focus on other pressing aspects of her life. She announced her decision on Instagram, where she found herself flooded with messages from fellow shop owners facing similar struggles.
“Hi all. Things are not going so well for the shop at the moment,” Natasha wrote. “I think the heat doesn’t help, plus the economy of course, but today I sold a grand total of £4.50. I’m going to shut tomorrow and Friday as I am so behind on everything else in my life and I could do with the space. I hope this doesn’t disrupt any plans. If you planned to visit please message me and I can open by appointment. Back open at the weekend. Thank you for understanding XX.”
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Since opening Hidden in December 2022, Natasha has seen firsthand the pressures facing local independent shops—from increased online shopping to decreased tourism. Bath, a city with a strong retail heritage, has seen prominent closures such as Jolly’s department store, which shuttered in 2023 after 200 years but is expected to reopen next year under new ownership.
However, not all local retailers have suffered the same fate. Graham and Green, a family-run home furniture store on Walcot Street, reports increased footfall this year. Store manager Hannah attributes their success to strong location within Bath’s artisan quarters, a steady influx of tourists returning after two challenging years, and ongoing promotional campaigns, as well as customer-friendly amenities like air conditioning.
Shoppers like 72-year-old Glenys Stevens express deep loyalty to independent stores and actively avoid online giants like Amazon. “I hate Amazon. I don’t shop from there—I refuse to do it! If I can’t get what I want out, then I do without,” she says, highlighting concerns that a decline in unique local shops would lead to a cityscape dominated by chain retailers instead of diverse, characterful businesses.
Natasha’s experience underscores the broader challenges facing independent retailers today, revealing the delicate balance between passion, survival, and the changing dynamics of retail in historic cities like Bath.