- Birmingham City Council

Transcription

Shopping in
Birmingham
2004
A City-wide Analysis of Local Patterns and Trends
With Summary Profiles of Birmingham’s Main Shopping Centres
Shopping in Birmingham
Contents
Page
Executive Summary
Part 1
1
2004 Shopping Survey
Chapter 1.
Introduction
Chapter 2.
Shopping Provision in Birmingham
13
Chapter 3.
Residents’ Shopping Patterns
31
Chapter 4.
Retail Expenditure & Turnover Estimates
55
Chapter 5.
Profiles of Main Retail Locations
69
Appendix 1.
Socio-Economic Background
137
Appendix 2.
Floorspace & Number of Retail Units
1984 - 2004
143
Appendix 3.
Retail Turnover Estimates from Survey Area
151
Appendix 4.
Retail Expenditure & Turnover Estimation
Methodology
153
Appendix 5.
Survey Design and Response
155
Appendix 6.
Specimen Questionnaire
163
Part 2
7
2004 City Centre User Surveys
Additional City Centre User Surveys
175
Executive Summary
___________________________________________________
1
Executive Summary
Background
E1
This Report draws on a number of sources. These include a survey of residents in
Birmingham and immediately surrounding areas, a physical survey of Birmingham’s larger
retail locations, CACI small area expenditure for a range of convenience and comparison
goods, and the 2001 Population Census.
E2
The residents’ survey, which involved 5,000 interviews, repeated similar exercises
undertaken in 1984 and 1994. The physical survey included floorspace, number of units,
service user levels and vacancy rates. CACI data was used to calculate turnover levels for
each of Birmingham’s retail locations.
Retail Provision and Turnover
E3
Retailing is a major employer accounting for around three million jobs in England, or
approximately one in ten of the workforce, both nationally and in Birmingham.
E4
In total, Birmingham contains over 11,000 shops providing a very wide range of
shopping provision. Many of these shops are contained in a large number of shopping
centres and parades. The City Council has monitoring information on nearly three hundred
such locations, in addition to a number of out-of-centre sites. In the last ten years, shop
numbers have declined both nationally and in Birmingham. However, in recent years,
Birmingham’s loss has been less than the Region, other Core Cities and the country as a
whole.
E5
The City Centre continues to dominate Birmingham’s retail scene with around
240,000 square metres of retail floorspace. Its position has been strengthened by major retail
redevelopments, a subsequent increase in regional trade and extensive residential
development within the Centre itself.
E6
Over the last ten years there has been a significant improvement in floorspace
change when compared with the previous decade. During the last 10 years, none of the ‘Top
Twenty’ retail locations’ experienced a loss.
E7
The proportion of service units declined in a half of Birmingham’s retail locations
during the last ten years, reversing the trend of the previous decade.
E8
In 2004, there were fifteen food superstores in Birmingham of 4,000 squares metres
gross or more. This is three more than in 1995 and eight more than in 1984.
E9
Only 20% of Birmingham’s large food superstores are not in, or on the edge of,
centres, demonstrating the continued success of national and local policies towards
maintaining a network of vibrant local centres.
E10
Non-food retail warehousing, with gross floor area over 900 square metres, continues
to grow rapidly in Birmingham and enjoys a relatively low vacancy rate.
2
E11
Comparison and convenience expenditure of residents in the Survey Area was £5.2
billion in 2004, an increase of 53% over the last 10 years. £4.2 billion of this was spent by
Birmingham’s residents. The average per capita expenditure on retail goods in the Survey
Area was just over £4,200 per annum, of which 1,800 was spent on convenience goods. The
next highest spend, of just over £1,500, was for other comparison goods, including clothing
purchases. The proportion of spend on convenience goods has declined from 47% in 1994 to
just over a third in 2004.
E12
Retail spend in the most affluent areas was 1.8 times those in the poorest areas on
convenience goods and 2.5 times for comparison goods.
E13
In 2004, Birmingham residents spent about 13% of total retail expenditure in centres
outside the City, a similar proportion to 1994 survey. The main retail centres outside
Birmingham used by Birmingham residents were Solihull (£130m), Merry Hill (£51m), Shirley
Retail Park (£42m), Halesowen (£39m) and Rubery (£37m).
E14
The City Centre continues to flourish, Retail turnover from the Survey Area, now
standing at £1billion has increased in the last ten years by over 60% in real terms. This is a
direct outcome of the recent major retail floorspace and living accommodation additions that
have taken place. However, its total turnover is estimated to be over £2.2 billion (CACI’s
Retail Footprint 2005). The City Centre has clearly been successful in increasing its share of
the core catchment spend, at the same time as developing a much wider role as a regional
and national shopping destination. Overall, nearly six in ten respondents used the City Centre
for clothing and footwear purchases.
E15
A half of Birmingham’s retail centres have either retained or gained market share
over the last 10 years. Without exception, all the larger locations that have lost share are
traditional centres. Most of the successful centres in Birmingham have one thing in common
and that is they are predominantly convenience locations anchored by a major supermarket
chain store.
E16
Local shops continue to lose out. In 1984 10% of total expenditure went to these
outlets. By 1994, this had fallen to 4% and by 2004 decline had continued but at a slower
pace to 3%. Turnover in this category is now a third of its 1984 level. Like many traditional
suburban centres, local shops have suffered as a result of shoppers changing their allegiance
to the major supermarket and retail warehouse locations. Collectively, ‘Local Shops’ is still
the most frequently identified category for food and grocery shopping but the number of
shoppers has fallen to three quarters of its 1994 level.
E17
Each household used two locations on average for food and grocery shopping. Six
out of ten households used more than one centre for convenience goods compared with four
out of ten for clothing and footwear.
E18
Over 90% of respondents visited their main food and grocery shopping location at
least once a week. Bangladeshi, Indian and Pakistani households shop more frequently than
their Black or White counterparts.
E19
A half of respondents who visit their main convenience centre more than 5 times a
week, walk to that location. This falls to a quarter for those visiting 2 to 3 times a week and 1
in 10 of those visiting once a week.
E20
The day and time households visit their main convenience centres has changed very
little over the last ten years, the exception being weekday evening visits, which are a little
more popular as stores open later or 24 hours during the week. Saturday remains a popular
day for convenience shopping, with one in five households doing their main convenience
shopping on this day.
3
E21
In the last 10 years, notable changes have taken place in what influences
respondents’ choice of convenience locations. Convenient car parking, was mentioned by
only 18% of respondents compared with 28% in 1994; convenient opening hours, was
mentioned by just 16%, compared with 28% and a pleasant and safe shopping environment
was mentioned by only 11%, compared with 27%. All three have declined in importance
perhaps because more households are now using larger foodstores, where these facilities
are accepted as the norm.
E22
Whereas proximity was the most important consideration for food and grocery
shopping, the main response for clothing and footwear was range and choice of shops,
although this was much less important than in 1994.
E23
In total, 39% of households had purchased electrical or gas appliances in the twelve
months prior to the survey, down from 45% in 1994. The top 5 appliances acquired were
televisions, washing machines, small appliances, DVD players and cooker / hobs. The City
Centre remains the top location for these products but an increasing number of respondents
are purchasing from retail parks.
E24
Just 21% purchased furniture, carpets or curtains during the previous twelve months,
compared with 35% ten years earlier. The most popular location for these products was,
again, the City Centre.
E25
28% had purchased DIY or hardware products in the previous twelve months to the
Survey. Selly Oak Retail Park and New Oscott were particularly popular with DIY shoppers.
E26
The car continues to be the most popular mode of travel when shopping for both
convenience and comparison goods. Public transport is far more important for clothing and
footwear purchases than for other categories of shopping. This reflects the ‘non bulky’ nature
of the goods being carried and the attraction of using public transport for shopping visits to
the City Centre. However, the use of public transport continues to decline across all sectors,
this is particularly so for clothing and footwear.
E27
Nearly three quarters of respondents could identify their neighbourhood with a local
shopping centre. The most popular uses made of local shopping centres were food shopping
(60%), post office (57%), chemist (46%) and financial services (38%). Only 7% of those who
identified a local shopping centre did not use it.
4
Part 1
2004
Shopping Survey
5
6
Chapter
1
Introduction
7
8
Chapter 1
Introduction
Background
1.1
This Report sets out the main findings of the 2004 Shopping Survey commissioned
by Birmingham City Council and undertaken in the summer of 2004, by BMG Research. It
also draws on a number of other sources including the Planning Service’s Local Facilities
Database, as well as, household expenditure and classification data provided by CACI.
1.2
The 2004 Survey is the third in a series of shopping surveys undertaken by the City
Council, at 10 yearly intervals, since 1984. The background to these surveys has been one of
a rapidly changing retail environment.
Historical Context
1.3
In recent years the retail trade has changed dramatically both in Birmingham, the
country as a whole and indeed internationally.
•
In 1963, the UK had just 2 superstores / hypermarkets. By the turn of the century this
had risen to 1,100. By 2002, over 75% of expenditure on potato products, fresh
vegetables and bread was spent at a large supermarket chain.
•
The 1980’s saw increased concern about the future of local and town centres
because of increasing numbers of out-of-town food superstores, retail warehouse
parks, factory shops and warehouse clubs and in a few cases new regional shopping
centres aimed primarily at the needs of car-borne shoppers. By the mid-1990’s this
growth had been curtailed by changes in planning controls and lack of suitable
space.
•
The first loyalty cards appeared in the late 1980’s and they now provide companies
with invaluable information about their store catchment areas and the buying patterns
of their customers. Loyalty card possession more than doubled between 1990 and
2000.
•
Much stock control has now been automated by linking itemised goods scanning at
the till with orders to suppliers.
•
Pre 1990s, most stores operated between 9.00am and 5.30pm, for 6 days as week.
The Sunday Trading Act has led to most larger stores operating a 7 day trading
week. More recently, 24-hour opening has been introduced in some stores.
•
Convenience retailing in the UK used to be dominated by British-owned companies.
Increasingly, this sector is becoming international with overseas companies such as
Wal-Mart (ASDA), ALDI, LIDL and NETTO investing heavily in the UK. At the same
time, some British companies are increasing their overseas interests e.g. Tesco’s
growth in Europe and Asia.
9
•
In their desire for continued expansion, many major food retailers are now offering a
wider range of products and services, including, pharmaceutical products,
newspapers, financial services and petrol as well an increasing range of comparison
goods.
•
Consumers also have a wider choice as to how they can shop. They are able to use
shops, the Internet, interactive TV, mail order, and the telephone. By the first quarter
of 2004, 49 % of UK households had access to the Internet, compared with just 13%
in 1999. In 2003, there were 60 million internet shoppers in the UK.
•
On the other hand, as small chains and specialist retailers are being replaced by
larger stores and multiples, consumer choice can be restricted by the number of
outlets available to them. Currently, the top 500 retailers in the UK account for 85% of
retail turnover. The remaining 15% is shared by 215,000 retailers. Many specialist
shops are now turning to the Internet for a market.
•
Other emerging trends in retail provision include, home-delivery, forecourt
convenience stores, relatively small city centre supermarkets and farmers markets.
1.4
Consumers have also changed over the period.
•
The 2001 census confirmed that the growth in single-person households continues
(see Appendix 1 Demographic Background). This has had a particular impact on food
purchasing patterns.
•
Consumers have also become increasingly aware of environment-friendly goods,
ethical trading, healthy diets, animal welfare and comparative pricing / availability of
goods in other countries.
•
Recent trends show that, on the whole, consumers are spending more money.
However, their time is becoming increasingly scarce. This has had an impact on the
way consumers choose, or need, to spend their money. One confirmation of this is
that expenditure on meals out and takeaways continues to increase.
The 2004 Household Survey
1.5
The 2004 Shopping Survey is the third in a series of surveys undertaken at ten yearly
intervals to monitor changes in residents’ shopping behaviour and their support for
Birmingham’s City and local centres. The results will provide essential background
information for policy work connected with the preparation of Local Development
Frameworks, Regeneration Frameworks and Local Action Plans. The data available to policy
makers now spans 20 years.
1.6
The 2004 Survey is essentially a rerun of the 1994 Survey involving 5,000 interviews
in and around Birmingham. It should be noted, however, that it does not cover the whole of
the City Centre’s catchment. Full details of the survey methodology are set out in Appendix 5
1.7
The analyses of the Survey, together with use of the Local Facilities Database and
CACI household expenditure and classification data were designed to address the following
key issues:•
The location of shops used by Birmingham residents for different categories of goods and
their means and frequency of travel to these locations.
10
•
Their reasons for choosing preferred shopping location.
•
The relative role of the main shopping locations in Birmingham and how this has changed
since the last survey in 1994.
•
Geographical variations in shopping patterns across the city and between different
sectors of the population.
•
Residents’ views of the quality of existing shopping centres and the amenities and
facilities they provide.
Retail Planning Policy in the Future
1.8
Having achieved national recognition for the success of its City Centre
redevelopment, the Council is now committed to improving the City’s network of local centres.
1.9
Local shopping centres are at the heart of sustainable and flourishing
neighbourhoods. This will be recognised in the review of the Local Centres Strategy, which
will be fully embedded in the broader Vibrant Urban Villages Strategy.
1.10
Workable solutions for local centres must be informed and tailored to local
opportunities and needs. The findings of the 2004 Shopping Survey will therefore provide a
very valuable input into the Local Centres Strategy review.
1.11
However, improvements to local centres will be made against a background of
‘external’ challenges to the vitality and viability of local centres in general. These are likely to
include,
•
Lower levels of sales growth as higher housing and transport costs take more of the
household purse.
•
Continued closure of smaller units unable to compete with larger supermarkets and
multiples.
•
The purchase of comparison goods moving away from smaller to larger centres.
•
Increased competition from remote purchases for a wide range of convenience and
comparison goods, as well as financial services. These can be undertaken via the
Internet, digital TV, mail and the telephone and will be coupled with increased home
delivery services.
1.12
On the positive side, since the early 1990’s there has been a shift in planning policy
driven by Planning Policy Guidance 6 (PPG6), which recognises that:
•
City, town and neighbourhood centres are important, and should be supported as the
main location for new retail development.
•
Out of centre sites should only be considered when no suitable in or edge of centre sites
are available (the ‘sequential’ test).
•
For social and environmental reasons, new retail development should be located in
places which are accessible by a choice of means of transport.
11
•
Shopping is dynamic, and planning policies should not unnecessarily inhibit competition
between retailers or prevent the emergence of new forms of retailing.
1.13
In general terms, this approach is likely to continue in the future, guided by Planning
Policy Statement 6 (PPS6). There will also be greater emphasis placed on a stronger
planning framework in the form of Local Development Documents and Area Action Plans,
generated under the new planning system.
Statement of Purpose – OS Mapping
1.14
The Ordnance Survey mapping contained in this publication is provided by
Birmingham City Council in order to illustrate the extent of the household survey area, the
characteristics of its population and the location of retail centres referred to in the text.
Persons viewing this mapping should contact Ordnance Survey for advice where they wish to
make use of Ordnance Survey mapping. Contact www.ordnancesurvey.co.uk or phone
08456 05 05 05
Further Information
1.15
This Report summarises the main findings of the 2004 Shopping Survey. More
detailed information on particular shopping centres, on shopping patterns in particular areas,
or on the shopping behaviour of particular groups can be supplied on request. The Planning
Strategy Group within the Development Directorate can supply further information of what is
available (tel. Ivan Stone 0121 303 2335).
12
Chapter
2
13
14
Chapter 2
Introduction
2.1
This Chapter gives an overview of shopping provision in Birmingham. It reports the
main changes that have taken place in Birmingham’s shopping centres and in out-of-centre
shopping provision.
2.2
Birmingham, a multi-cultural city and regional centre of a million people, contains
over 11,000 shops providing a very wide range of shopping choice. The City is also
surrounded by a number of important retail locations in surrounding districts.
Map 2.1
Main Shopping Centres Outside Birmingham
Key
Main Centres
Birmingham
Metropolitan Area
LICHFIELD
LICHFIELD
LICHFIELD
LICHFIELD
LICHFIELD
LICHFIELD
TAMWORTH
TAMWORTH
TAMWORTH
TAMWORTH
TAMWORTH
TAMWORTH
WOLVERHAMPTON
WOLVERHAMPTON
WOLVERHAMPTON
WOLVERHAMPTON
WOLVERHAMPTON
WOLVERHAMPTON
WALSALL
WALSALL
WALSALL
WALSALL
WALSALL
WALSALL
DUDLEY
DUDLEY
DUDLEY
DUDLEY
DUDLEY
DUDLEY
MERRY
MERRY
MERRY
HILL
HILL
MERRY
MERRY
MERRYHILL
HILL
HILL
HILL
WEST
WEST
WEST
BROMWICH
BROMWICH
WEST
WEST
WESTBROMWICH
BROMWICH
BROMWICH
BROMWICH
OLDBURY
OLDBURY
OLDBURY
OLDBURY
OLDBURY
OLDBURY
SMETHWICK
SMETHWICK
SMETHWICK
SMETHWICK
SMETHWICK
BEARWOOD
BEARWOOD
BEARWOOD
BEARWOOD
BEARWOOD
BEARWOOD
HALESOWEN
HALESOWEN
HALESOWEN
HALESOWEN
HALESOWEN
HALESOWEN
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
SOLIHULL
SOLIHULL
SOLIHULL
SOLIHULL
SOLIHULL
SOLIHULL
COVENTRY
COVENTRY
COVENTRY
COVENTRY
COVENTRY
COVENTRY
KIDDERMINSTER
KIDDERMINSTER
KIDDERMINSTER
KIDDERMINSTER
KIDDERMINSTER
KIDDERMINSTER
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
SHIRLEY
RETAIL
RETAILPARK
PARK
PARK
RETAIL
PARK
RETAIL
RETAIL
PARK
BROMSGROVE
BROMSGROVE
BROMSGROVE
BROMSGROVE
BROMSGROVE
BROMSGROVE
REDDITCH
REDDITCH
REDDITCH
REDDITCH
REDDITCH
REDDITCH
©Crown Copyright 2006. All rights reserved.
Ordnance Survey Licence number 100021326
WORCESTER
WORCESTER
WORCESTER
WORCESTER
WORCESTER
LEAMINGTON
LEAMINGTON
LEAMINGTONSPA/
SPA/
SPA/
SPA/
LEAMINGTON
LEAMINGTON
LEAMINGTON
SPA/
SPA/
WARWICK
WARWICK
WARWICK
WARWICK
WARWICK
STRATFORD
STRATFORD
STRATFORD
STRATFORD
STRATFORD
2.3
Shopping provision in Birmingham ranges from small corner shops catering for daily
household needs up to the City Centre, which contains several large department stores and
is of regional importance. In between are shopping parades, supermarkets of varying sizes,
traditional shopping centres up to the size of small towns and retail parks both near to and
out-of -centre.
15
Shopping Locations in Birmingham
2.4
Birmingham contains a large number of shopping Centres and parades. The City
Council has monitoring information on nearly three hundred such locations. In addition, there
are a number of out-of-centre sites.
2.5
The main shopping locations are located on Map 2.2. A detailed breakdown of thirty
four of the largest shopping centres and out-of-centre outlets is contained in Appendix 2 and
selected centre profiles are contained in Chapter 5.
2.6
No formal ranking of shopping locations in Birmingham exists, mainly because
rankings would vary, depending on the indicator chosen (e.g. floorspace, number of units,
turnover) and the fact that centres are dynamic in nature and would constantly change
positions as new development takes place. Table 2.1 illustrates the amount of change that
can take place in just ten years. However, it is possible to make some general observations
and Table 2.1 shows the twenty largest shopping locations based on floorspace.
Floorspace Change
2.7
The City Centre continues to dominate Birmingham’s retail scene with around
240,000 square metres of retail floorspace. Its position has been strengthened by the Bull
Ring and Mailbox redevelopments, a subsequent increase in regional trade and extensive
residential development within the Centre itself. The Centre’s floorspace is now five times
that of its nearest rival Sutton Coldfield with 44,000 square metres. This latter performs a
distinctive sub-regional role in north Birmingham. (Table 2.1 and Map 2.3)
Table 2.1
Net Floorspace Change of the ‘Top Twenty’ Shopping Locations in Birmingham
(Selection & Ranking based on Floorspace)
2004
Net Floorspace
(Sq. Metres)
Floorspace
Floorspace
Rank
Rank
2004
1994
City Centre
239,700
1
1
Sutton Coldfield
44,000
2
2
Kings Heath
27,400
3
3
Small Heath
25,500
4
7
Erdington
24,400
5
5
Northfield
24,200
6
4
One Stop, Perry Barr
22,500
7
6
Stirchley
15,800
8
8
New Oscott
13,800
9
13
The Fort Retail Park
13,700
10
N/A
Selly Oak (Retail Park)
13,400
11
9
Acocks Green
12,200
12
10
Handsworth (Soho Rd)
11,600
13
16
Harborne
11,000
14
14
Sheldon
10,700
15=
17
Minworth
10,700
15=
12
Sparkhill
9,800
17
15
Saltley (Alum Rock Rd)
9,600
18
21
Mere Green
9,400
19
18
Edgbaston (Five Ways)
8,700
20
20
NB! Survey dates are approximate. For actual dates see Appendix 2
Shopping Locations
16
%
Change
1994-04
53
13
13
85
11
9
20
17
39
N/A
1
13
33
15
24
5
5
19
12
5
%
Change
1984-94
-27
-3
-4
-7
-28
-2
N/A
12
N/A
N/A
N/A
8
-26
16
-1
70
-3
-12
53
N/A
Map 2.2
Major Retail Locations in Birmingham
Key
City Centre
Local Shopping Centre
Mere
Mere
MereGreen
Green
Green
Major Roads
Sutton
Sutton
SuttonColdfield
Coldfield
Coldfield
Coldfield
Sutton
Sutton
Sutton
Coldfield
Coldfield
Kingstanding
Kingstanding
Kingstanding
Kingstanding
Kingstanding
(The
(The
(The
Circle)
Circle)
(The
(The
Circle)
Circle)
(TheCircle)
Circle)
Queslett
Queslett
Queslett
Queslett
Queslett
Queslett
Great
Barr
(Scott
Arms)
Great
GreatBarr
Barr
Barr(Scott
(ScottArms)
Arms)
(Scott
Arms)
Great
Great
Barr
Great
Barr
(Scott
Arms)
Boldmere
Boldmere
Boldmere
Boldmere
Boldmere
Boldmere
New
New
NewOscott
Oscott
Oscott
Oscott
New
New
New
Oscott
Hawthorn
Hawthorn
HawthornRoad
Road
Road
Road
Hawthorn
Hawthorn
Hawthorn
Road
Road
Walmley
Walmley
Walmley
Walmley
Walmley
College
College
CollegeRoad
Road
Road
Road
College
College
College
Road
Road
Wylde
WyldeGreen
Green
Green
Wylde
Green
Wylde
Wylde
Wylde
Green
Green
Minworth
Minworth
Minworth
Minworth
Minworth
Erdington
Erdington
Erdington
Erdington
Erdington
Ravenside
Park
RavensidePark
Park
Ravenside
Park
Ravenside
Ravenside
Park
Castle
Vale
CastleVale
Vale
Castle
Vale
Castle
Castle
Vale
One
One
One
Stop,
Stop,
Perry
Perry
Barr
Barr
One
One
OneStop,
Stop,
Stop,
Stop,Perry
Perry
Perry
PerryBarr
Barr
Barr
Barr
The
The
TheFort
Fort
Fort
FortRetail
Retail
Retail
RetailPark
Park
Park
Park
The
The
The
Fort
Fort
Retail
Retail
Park
Park
Handsworth
(Soho
Road)
Handsworth
Handsworth(Soho
(Soho
(SohoRoad)
Road)
Road)
Handsworth
Handsworth
(Soho
Road)
Handsworth
(Soho
Road)
Lozells
Road
Lozells
Road
LozellsRoad
Road
Lozells
Lozells
Road
Newtown
Newtown
Newtown
Newtown
Newtown
Newtown
Fox
Fox
Fox&
&
&Goose
Goose
Goose
Dudley
Road/Winson
Green
Dudley
DudleyRoad/Winson
Road/WinsonGreen
Green
Road/Winson
Green
Dudley
Dudley
Dudley
Road/Winson
Green
Saltley
Saltley
Saltley
Saltley
Saltley
Stechford
StechfordRetail
Retail
RetailPark
Park
Park
Stechford
Retail
Park
Stechford
Stechford
Retail
Park
Stechford
Stechford
Stechford
Stechford
Stechford
Stechford
Bordesley
Green
Bordesley
BordesleyGreen
Green
Green
Meadway/
Bordesley
Bordesley
Green
Meadway/
Meadway/
Bordesley
Green
Meadway/
Meadway/
Meadway/
Pool
Pool
PoolWay
Way
Way
City
City
City
Centre
Centre
City
City
Centre
Centre
City Centre
Centre Small
Small
SmallHeath
Heath
Heath
(Coventry
(Coventry
(CoventryRd)
Rd)
Rd)
Edgbaston
Edgbaston
EdgbastonFive
Five
Five
FiveWays
Ways
Ways
Ways
Edgbaston
Edgbaston
Edgbaston
Five
Five
Ways
Ways
North
North
NorthYardley/Yew
Yardley/Yew
Yardley/YewTree
Tree
Tree
ASDA
ASDACoventry
Coventry
CoventryRoad
Road
Road
ASDA
Coventry
Road
ASDA
ASDA
Coventry
Road
Sparkbrook
Sparkbrook
Sparkbrook
Sparkbrook
Sparkbrook
Sparkbrook
Swan
Yardley
SwanYardley
Yardley
Swan
Yardley
Swan
Swan
Yardley
Quinton
Quinton
Quinton
Quinton
Quinton
Balsall
Balsall
BalsallHeath
Heath
Heath
Heath Sparkhill
Sparkhill
Balsall
Balsall
Balsall
Heath
Heath
Sparkhill
Sparkhill
Sparkhill
Ladypool
Road
LadypoolRoad
Road
Ladypool
Road
Ladypool
Ladypool
Road
Harborne
Harborne
Harborne
Harborne
Harborne
Harborne
Selly
Selly
Selly
Oak/
Oak/
Selly
Selly
Oak/
Oak/
SellyOak/
Oak/
Bournbrook
Bournbrook
Bournbrook
Moseley
Moseley
Moseley
Moseley
Moseley
Moseley
Selly
Oak/
Selly
SellyOak/
Oak/
Oak/
Selly
Selly
Oak/
Selly
Oak/
Battery
Park
BatteryPark
Park
Battery
Park
Battery
Battery
Park
WeoleyCastle
Castle
Weoley
Castle
Weoley
Castle
Weoley
Castle
Weoley
Tyseley
Tyseley
Tyseley
Tyseley
Tyseley
Springfield
Springfield
Springfield
Springfield
Springfield
Sheldon
(Coventry
Rd)
Sheldon
Sheldon(Coventry
(Coventry
(CoventryRd)
Rd)
Rd)
Sheldon
Sheldon
(Coventry
Rd)
Sheldon
(Coventry
Rd)
Acocks
Green
Acocks
Green
AcocksGreen
Green
Acocks
Acocks
Green
Hall
Green
(Stratford
Rd)
Hall
HallGreen
Green
Green(Stratford
(Stratford
(StratfordRd)
Rd)
Rd)
Hall
Hall
Green
(Stratford
Rd)
Hall
Green
(Stratford
Rd)
Kings
Kings
Kings
Heath
Heath
Kings
Kings
Heath
Heath
KingsHeath
Heath
Stirchley
Stirchley
Stirchley
Stirchley
Robin
Robin
RobinHood
Hood
Hood
Hood(Stratford
(Stratford
(Stratford
(StratfordRd)
Rd)
Rd)
Rd)
Robin
Robin
Robin
Hood
Hood
(Stratford
(Stratford
Rd)
Rd)
Northfield
Northfield
Northfield
Northfield
Cotteridge
Cotteridge
Cotteridge
Cotteridge
Cotteridge
Yardley
Yardley
Yardley
Wood/Warstock
Wood/Warstock
Yardley
Yardley
Wood/Warstock
Wood/Warstock
YardleyWood/Warstock
Wood/Warstock
Kings
Kings
KingsNorton
Norton
Norton
Norton
Kings
Kings
Kings
Norton
Maypole
Maypole
Maypole
Maypole
Maypole
Safeway,
Safeway,
Safeway,
Great
Great
Park
Park
Safeway,
Safeway,
Great
Great
Park
Park
Safeway,Great
GreatPark
Park
West
West
West
Heath
Heath
West
West
Heath
Heath
WestHeath
Heath
Source: 2004 Shopping Survey
This map is reproduced from the Ordnance Survey M aterial with the permission of Ordnance Survey on behalf of the Controller of Her M ajesty's Stationery Office © Crown Copyright.
Unauthorised reproduction infringes Crown Copyright and may lead to prosecution or civil proceedings.
Birmingham City Council. Licence No.100021326, 2006.
17
2.8
Kings Heath and Small Heath, have between 25,000 and 30, 000 square metres of
net floorspace and three centres, Erdington, Northfield and One Stop, Perry Barr have
between 20,000 and 25,000 square metres. Erdington and Northfield are long established
suburban locations, whereas One Stop Perry Barr, is a large supermarket and retail
warehouse centre with a few conventional shops. Only one location, Stirchley, another of
Birmingham’s traditional centres has between 15,000 and 20,000 square metres. Eight
locations make up the next grouping with between 10,000 and 15,000 square metres of retail
floorspace, these being, the Fort Retail Park, New Oscott, Selly Oak (Retail Park), Acocks
Green, Handsworth (Soho Rd), Harborne, Sheldon and Minworth. These comprise a mixture
of traditional centres and newer retail parks. Finally, the traditional centres of Sparkhill,
Saltley (Alum Rock Road), Mere Green and Edgbaston (Five ways) are all below 10, 000
square metres in size.
2.9
Table 2.1 shows that over the last ten years there has been a significant
improvement in floorspace change when compared with the previous decade. Between 1984
and 1994, nine of the 1994 ‘Top Twenty’ locations in Birmingham had lost net retail
floorspace. During the last 10 years, none of the 2004 ‘Top Twenty Locations’ experienced a
loss. Two centres have increased floorspace by 50% or more, these being the City Centre
and Small Heath. The City Centre increase of 53% is a result of the Bull Ring and other retail
redevelopments since 1994 including Burlington Arcade, Caxtongate, St. Martins Indoor
Market, The Mailbox and Martineau Galleries Phase 1. Small Heath has increased floorspace
by as much as 85%, as a result of additional floorspace at the new St. Andrew’s Retail Park.
2.10
Two centres, New Oscott and Handsworth (Soho Road) have increased floor space
by between 30% and 50%. New Oscott’s increase is due to new development at Princess
Alice Drive and that at Handsworth (Soho Road) as a result of the Al Noor Shopping Centre
and Kwiksave developments.
18
Map 2.3
19
Shop Numbers
2.11
The ODPM Commercial and Industrial Floorspace Statistics reveal that the recorded
number of shops in Birmingham continued to decline throughout the last decade but at a
slower rate than during the late 1980s and early 1990s.
Table 2.2
Number of Shops in Birmingham
Year
No. of
Shops
12810
11510
11200
1984
1994
2004
10 Year
% Change
n/a
- 10.1
- 2.7
Source: ODPM Commercial & Industrial Floorspace Statistics
2.12
As Table 2.2 shows, between 1984 and 1994, Birmingham lost 10% of its shops.
Between 1994 and 2004 the rate of decline had fallen to just under 3%. The decline in shop
numbers is a national issue as Table 2.3 illustrates. However, in recent years, Birmingham’s
loss has been less than the Region, other Core Cities and the country as a whole.
Table 2.3
Number of Shops Indices for Birmingham, the Region, other Core Cities and England &
Wales
Area
Birmingham
Leeds
Liverpool
Manchester
Newcastle upon
Tyne
Sheffield
West Midlands
Region
England & Wales
2000
100
100
100
100
2002
99
98
98
98
2003
98
98
97
96
2004
99
97
97
93
100
100
99
98
97
98
96
98
100
100
99
99
98
98
98
98
Source: ODPM Commercial & Industrial Floorspace Statistics
- Base Year 2000 Index= 100
2.13
Table 2.4 lists the ‘Top ‘Twenty’ locations in Birmingham in terms of numbers of
shops. This is in no way a reflection of the turnover or floorspace for these locations. Indeed,
some of Birmingham’s main locations e.g. Sutton Coldfield rank lower than smaller trading
centres e.g. Handsworth (Soho Rd), the latter having more but smaller retail units. The table
also excludes locations containing a few very large retail park units e.g. One Stop Perry Barr.
2.14
The table confirms the City Centre’s continued dominance and retail growth. It has
nearly five times the number of shops of its nearest rival Handsworth (Soho Rd), and has
grown by 238 units (37%) since 1994 and 388 (79%) since 1984. Most growth has occurred
in the last five years including retail redevelopment at the Bullring, Mailbox, Martineau Place
and Caxtongate.
2.15
Apart from the City Centre, the table clearly shows the impact of trade moving away
from Birmingham’s traditional shopping centres towards the larger supermarket and
20
superstore locations. Apart from Acocks Green, which has been fairly stable over the last
twenty years, most of the City’s ‘Top Twenty’ retail locations have lost units. Selly Oak has
experienced the greatest decline and now has a third fewer shops than it did in 1984. Two
other Centres, Springfield and Erdington have declined by 10% or more.
Table 2.4
Total No. of Shop Units in ‘Top Twenty’ Shopping Locations in Birmingham –
(Selection & Ranking based on 2004 Shop Numbers)
Location
City Centre
Handsworth (Soho Road)
King's Heath
Sparkhill
Erdington
Small Heath
Sutton Coldfield
Northfield
Stirchley
Harborne
Springfield
Acock's Green
Dudley Road
Selly Oak (excl Battery
Park)
Sheldon
Ladypool Rd
Rookery Road
Bordesley Green
Lozells Road
200
4
880
177
164
153
149
147
136
131
123
121
107
97
86
85
82
1994
1984
642
161
168
150
154
139
124
132
116
135
119
107
83
N/A
106
492
182
177
160
166
154
147
144
131
126
116
115
86
N/A
121
% Change
84-04
79
-3
-7
-4
-10
-5
-7
-9
-6
-4
-8
-16
0
N/A
-32
72
65
65
64
63
71
N/A
N/A
N/A
N/A
73
N/A
N/A
N/A
N/A
-1
N/A
N/A
N/A
N/A
% Change
94-04
37
10
-2
2
-3
6
10
-1
6
-10
-10
-9
4
N/A
-23
1
N/A
N/A
N/A
N/A
% Change
84-94
30
-12
-5
-6
-7
-10
-16
-8
-11
7
3
-7
-3
N/A
-12
-3
N/A
N/A
N/A
N/A
2.16
In the last ten years, Handsworth (Soho Rd) and Saltley have both achieved a 10%
increase in the number of retail units present in each centre. These gains offset some of the
losses that occurred between 1984 and 1994. Small Heath, Northfield and Acock’s Green
have all gained 4-6% more shops since 1994. As a result of these gains, Acock’s Green has
returned to its 1984 number of units but Northfield and Small Heath have not recovered to
their 1984 position. Stirchley, Harborne and Springfield all lost around 10% of their shops
during the last 10 years. The centre with the greatest decline over this period was Selly Oak,
which has lost over 20% of its shops as a result of significant clearance. Several locations
appearing towards the bottom of the list have not been monitored pre 2004.
Vacancy Rates
2.17
All centres experience a baseline level of vacancy. Vacancies can occur in strong
centres, particularly during redevelopment and should not, therefore, always be interpreted
as a sign of weakness. However, a large number of vacant units over a long period, may
indicate that a centre is in decline, that floorspace is inadequate to meet the demands of
modern retailers, or that units may be located in parts of the centre unsuited to most retailers’
requirements.
2.18
It is important to note that floorspace data are not collected for service units and therefore
not included in the denominator for floorspace vacancy rates. This will increase the floorspace
vacancy rates for individual locations, particularly those containing a high proportion of service
21
outlets e.g. Edgbaston (Five Ways), Fox and Goose and Moseley.
2.19
Table 2.5 lists the vacancy rates for Birmingham shopping locations with the highest
unit vacancy rate. The table lists 1984, 1993 and 2004 data including vacant units as a
proportion of all units, (including service uses) and vacant floorspace as a proportion of net
retail floorspace (excluding service units).
2.20
As in previous years, there is a wide variation in vacancy rates across the city. There
are several shopping locations in Birmingham, with very low or zero unit vacancy rates and
therefore not listed in the table. These include Hawthorn Road, Minworth, the Fort, Castle
Vale and One stop Perry Barr. These compared with over 20% in Bordesley Green, Stirchley
and Edgbaston (Five Ways), as shown in the Table, illustrate the wide variation. A similar
variation exists for floorspace.
2.21
The ten highest ranking shopping locations, in terms of unit vacancy rate, include the
City Centre. The remainder are all traditional centres with the exception of Ravenside Park,
which is an out of centre retail location. The City Centre had a unit vacancy rate (18.2%),
which was above the average for Great Britain as a whole but being an outcome of the recent
redevelopment process, most units are now occupied (June 2005).
2.22
The statistical relationship between the proportions of vacant units and vacant
floorspace in Birmingham is strong and positive (Pearson 0.81)
Table 2.5
‘Top Twenty’ Birmingham Shopping Locations with Highest Vacancy Rates 1984 - 2004
(Selection & Ranking based on % of Vacant Units 2004)
Shopping Location
Bordesley Green
Stirchley
Ravenside Park
City Centre
Moseley
Selly Oak (excl Battery Park)
Maypole
The Swan Yardley
Small Heath
Wylde Green
Cotteridge
Sparkhill
Hall Green
Erdington
New Oscott
Kings Heath
Acocks Green
Vacant Shop Units (%)
1984 1993 2004
N/A
N/A
39.6
9.5
20.5
32.1
N/A
16.5
21.2
N/A
N/A
18.7
8.5
11.0
18.2
2.5
9.0
17.6
14.5
20.5
17.2
4.0
2.0
16.7
N/A
N/A
16.5
14.0
12.5
13.5
N/A
N/A
12.8
7.0
12.1
N/A
12.0
16.5
11.8
2.5
14.0
11.8
10.0
9.5
11.3
5.5
5.5
10.9
N/A
6.5
10.9
6.0
6.0
10.7
13.5
12.0
10.1
2.0
6.5
8.8
Vacant Floorspace (%)
1984 1993 2004
N/A
N/A
27.6
4.5
10.5
25.9
N/A
4.5
13.8
N/A
N/A
20.0
15.0
6.0
20.4
2.0
8.0
38.3
N/A
27.0
25.0
3.5
2.5
13.7
N/A
N/A
14.5
30.0
32.5
15.3
N/A
N/A
7.4
N/A
16.0
11.1
13.5
22.5
17.3
4.0
10.0
8.6
8.5
9.0
19.8
12.0
4.5
8.2
N/A
2.0
2.9
4.5
3.5
12.0
12.5
14.0
11.5
2.0
4.5
9.0
Apart from the City Centre, Centres are ordered according to the % of vacant units recorded in 2000
22
2004 Ranking
Units
Floorspace
1
2
2
3
3
11
4
6
5
5
6
1
7
4
8
12
9
10
10
9
11
21
12
15
13=
8
13=
18
15
7
16=
20
16=
28
18
13
19
14
20
17
Comparison and Convenience Shopping
2.23
Table 2.6 shows the proportion of occupied retail units compared with the proportion
of occupied net retail floorspace used mainly for the sale of convenience goods for the ‘Top
Twenty’ locations in Birmingham (based on total floorspace).
2.24
Across all shops in Birmingham, it is logical that the smaller the location, the higher
the convenience floorspace proportion will be. This reflects the fact that the main purpose of
small local centres is to provide convenient food and grocery provisions and that large
comparison goods stores usually need to locate in large centres with a wide catchment area
in order to survive. If, however, we isolate Birminghams larger retail locations, as in Table 2.6,
the relationship between total occupied floorspace and proportion of convenience floorspace
becomes much weaker (Pearson -0.44). This because of the emergence of large
convenience based supermarkets, with wide catchment areas, which are supported by high
levels of car borne shoppers. Minworth, New Oscott and Edgbaston (5Ways) are examples of
such locations but the latter also enjoys trade from City Centre workers.
Table 2.6
‘Top Twenty’ Birmingham Shopping Locations Based on Total Floorspace
Proportion of Occupied Convenience Units compared with Floorspace 2004
(Order based on Convenience Floorspace%)*
Shopping Location
Mere Green
Minworth
New Oscott
Small Heath
Harborne
Acocks Green
Sheldon
Northfield
Erdington
Selly Oak Retail Park
Stirchley
Sparkhill
Kings Heath
City Centre
Sutton Coldfield
Convenience as
% of
Retail
Units
24
24
33
22
25
21
17
22
25
21
21
20
13
14
14
12
15
11
9
11
Convenience
as % of
Net Retail
Floorspace
68
64
61
54
46
44
42
38
38
37
31
28
28
28
26
23
19
6
5
5
Total
Floorspace
9300
8700
10700
13700
25500
11000
22500
12200
10700
11600
24200
24400
13400
15800
9800
27400
9600
239700
44000
13700
Type
Of
Location
Other
Other
Out of Centre
Other
Other
Major
Major
Major
Other
Major
Major
Major
Other
Other
Other
Major
Other
City Centre
Major
Out of Centre
* Surveyed October 2003 to October 2004
2.25
The Table shows that the proportion of convenience shop units is usually lower than
23
the proportion of convenience floorspace. This is because, in small to medium locations,
supermarkets occupy the largest units. In the largest locations, e.g. the City Centre and
Sutton Coldfield, comparison goods stores tend to be large and are usually accompanied by
smaller convenience outlets. This results in a higher convenience shops proportion than
convenience floorspace proportion. Sutton Coldfield Town Centre, had the lowest
convenience stores and floorspace proportions (9% and 5% respectively). This reflects that
fact that this centre has no anchor foodstore, following the closure of Sainsburys. The City
Centre’s convenience stores proportion was just 11%, with a convenience floorspace
proportion of 6%. This is a little higher than Sutton Coldfield, probably because a number of
supermarkets have recently been developed in the City Centre to service the needs of a
substantial increase in the number of households now living in the City and a growing
workforce. It should also be noted, that the convenience floorspace figure for the City Centre
is likely to be underestimated because it excludes the retail markets and food halls located in
large variety stores (e.g. Marks and Spencer)
2.26
The Table also illustrates how two of Birmingham’s larger out-of-centre retail
locations serve different needs. Minworth is anchored by a very large ASDA Wal-Mart
Supercentre and therefore provides for a high level of convenience shopping (61% of
floorspace). By contrast, the Fort Retail Park clearly caters for the comparison goods market,
with only 5% of its floorspace being devoted to convenience goods.
2.27
In terms of retail units, The majority of Birmingham’s ‘major’ retail centres had around
an 80/20 comparison / convenience split, the exceptions being Sutton Coldfield (91/9) and
Kings Heath (88/12). Sutton Coldfield, being a sub-regional centre, is closer to the City
Centre proportions.
Service Uses
2.28
In addition to convenience and comparison retail provision, Birmingham’s shopping locations
also provide a range of service facilities. For the purpose of this Report, the definition of a service
outlet is fairly wide and includes estate agents, banks, pubs, cafes, takeaways, betting shops
laundrettes, hairdressers and travel agents. These all play an important part in meeting the needs of
local people. This section considers the trends in this sector in terms of number of units in each
location.
2.29
Table 2.7 lists the twenty Birmingham shopping locations with the highest proportion of
service units in 2004.It shows that a half of locations had a lower proportion of service units in 2004
than ten years earlier, this being the reverse trend of 1984 to 1994 when only two had a lower
proportion. There are two likely reasons for this. The first is that larger supermarkets are now offering
a wider range of products and services, including, cafes, dry cleaning, financial products and in some
cases a travel agency. The second reason is that many companies in the financial services sector
have gone through a branch rationalisation programme as a result of mergers and increased
availability of ATMs in retail outlets.
2.30
Edgbaston (Five Ways}, had the highest proportion of service units (49.4%) in 2004.
This is to be expected as this location provides a wide range of services for both City Centre
workers and students. The Fox and Goose, which ranks second, is a significant provider of
services to its users, mainly because of its location on an important road junction, having
regular bus services and being some distance from its nearest competitors. Moseley,
Harborne and Selly Oak, ranking third to fifth respectively, all surround Edgbaston and
therefore probably provide services to a local student population.
24
2.31
In general terms, retail parks contain a lower proportion of service units than
traditional centres.
Table 2.7
‘Top Twenty’ Birmingham Shopping Locations Based on Proportion of Service Units
(Order Based on Service Units % 2004)
Shopping Locations
Service Units %
1984
N/A
N/A
48.0
38.5
28.5
42.5
47.0
N/A
43.5
36.5
34.0
N/A
N/A
28.5
38.5
16.5
35.5
N/A
31.0
40.0
Fox & Goose
Moseley
Harborne
Selly Oak (Excl Battery Park)
Mere Green
Hall Green
Wylde Green
Sheldon
Sutton Coldfield Town Centre
Kingstanding (Hawthorne Rd)
Cotteridge
New Oscott
Kingstanding (Circle)
Acocks Green
City Centre
Erdington
Bordesley Green
Springfield
Maypole
25
1994
49.0
45.0
52.5
44.5
30.5
50.5
44.0
N/A
45.5
41.0
33.5
38.5
33.5
43.0
41.0
37.5
41.5
N/A
32.5
44.0
2004
49.4
46.5
46.1
44.8
43.4
42.7
42.1
41.5
41.0
40.2
39.6
39.4
39.1
38.7
36.8
36.7
35.2
34.7
33.6
33.3
Large Foodstores and Retail Warehouses
Foodstores
2.32
In a addition to Safeway Castle Bromwich which is mainly in Solihull District, there
were fifteen food superstores in Birmingham of 4,000 squares metres gross or more in 2004
(Table 2.8). This is three more than in 1995 and eight more than in 1984. In fact, between
1995 and 2004, four new superstores have been developed at Small Heath, Castle Vale,
Maypole and Stirchley but one store, Sainsbury Sutton Coldfield, has closed. During the
same period seven stores increased their gross floor area. The net result is a 42% increase
in the gross floorspace for large food superstores in Birmingham (i.e. 4,000 square metres
and above).
2.33
Only 20% of Birmingham’s large food superstores are not in, or on the edge of,
centres. This demonstrates the continued success of national and local policies towards
maintaining a network of vibrant local centres.
Table 2.8
Food Superstores in Birmingham at 2004* and 1995
(4,000 Square Metres Gross and Over)
Operator
Location
Type
ASDA
ASDA
Safeway
Morrisons
ASDA
ASDA
Tesco
Sainsbury
Tesco
Sainsbury
Sainsbury
Sainsbury
Sainsbury
Co-op Extra
Safeway
Sainsbury
Minworth
Birmingham Great Park
Small Heath (St. Andrews Retail Park)
Coventry Road
Queslett (Great Barr Retail Park)
New Oscott
Castle Vale
Edgbaston, (Five Ways)
Maypole
Northfield
Selly Oak (Battery Park)
Mere Green
Stirchley
Castle Bromwich #
Sutton Coldfield
Out of Centre
In Centre
Out of Centre
In Centre
Out of Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
In Centre
* Surveyed October 2003 to October 2004
# Mainly in Solihull
26
Gross
Floorspace
(Square
Metres)
2004
13,800
11,600
8,100
7,800
7,700
7,700
7,500
7,400
7,000
6,900
5,400
5,400
5,200
5,000
4,200
Closed
Gross
Floorspace
(Square
Metres)
1995
13,800
7,900
6,400
Post 1995
7,700
5,600
6,300
Post 1995
7,500
Post 1995
4,200
5,100
4,700
Post 1995
4,200
4,500
Retail Warehouses
2.34
Non-food retail warehousing, with gross floor area over 900 square metres, continues
to grow rapidly in Birmingham. In 1984 there were twenty such units, occupying 58,000
square metres. By 1995, there were 43 units with a total gross floorspace of 105,000 square
metres. In 2004, the number of stores in this category had grown to 85 occupying 182,000
square metres.
Table 2.9 Non-Food Retail Warehouses in Birmingham 2004 – Type of Outlet
(Floorspace over 900 square metres)
Type of Goods
DIY & Home Improvement
Furniture & Furnishing
Electrical Goods / Domestic
Appliances
Clothing
Auto Repairs & Accessories
Carpets & Flooring
Catalogue Showroom
Sports Goods
Health & Beauty Products
Office Goods & Equipment
Department & Variety Store
Footwear
Newsagent & Bookseller
Clothing/Furniture & Furnishing
Travel Agent
Records CDs
Kitchens/Bathrooms
Vacant
Total
Warehouse Club (Costco)
Gross
Floorspace
% of Total
Floorspace
Number
of Units
57100
31400
26300
31
17
12
15
% of
Total
Non
Food
Retail
Units
14
18
17700
9000
6600
4600
4400
4000
3500
2900
2000
1400
1400
1400
1000
900
6400
182000
14
10
5
4
3
2
2
2
2
1
1
1
1
1
0
4
100
16
10
4
5
2
4
2
2
1
2
1
1
1
1
1
5
85
19
12
5
6
2
5
2
2
1
2
1
1
1
1
1
6
100
1600
1800
2300
1300
2300
1100
2000
1800
2900
1000
1400
1400
1400
1000
900
1300
2100
12200
N/A
1
N/A
12200
Average
Gross
Floorspace
4800
2100
2.35
Table 2.9 reveals that DIY and home improvement outlets are by far the largest units,
accounting for nearly a third of non-food retail warehousing gross floorspace in Birmingham.
These stores average 4,800 gross square metres. Although smaller in size, electrical goods /
domestic appliance and furniture and furnishing outlets are more numerous, each occupying
nearly one in five of all non-food retail warehousing.
27
2.36
Historically, ‘bulky’ goods outlets such as furniture, carpets and DIY products were
the main occupiers of non-food retail warehousing. However, in the last ten years, this type of
outlet has attracted a wider range of retailers, including clothing, health and beauty products,
booksellers and even travel agents. Clothing outlets now make up 12% of non-food retail
warehousing in Birmingham.
2.37
The vacancy rate amongst non-food retail warehousing in Birmingham is low when
compared with more conventional stores and in 2004 just 6% of units were not occupied.
These tended to be smaller than average units making up just 4% of the total gross
floorspace for this type of outlet.
2.38
Over the last twenty years or so, increased space requirements and the desire for
low cost floorspace has encouraged many retailers to move away from traditional town centre
locations to out-of-centre retail warehouse developments. As with food outlets, the planning
policy response has been to encourage development within, or on the edge of existing
centres, in an attempt to protect their viability.
Table 2.10 Non-Food Retail Warehouses in Birmingham 2004 – Location
(Floorspace over 900 square metres)
Type
Location
Selly Oak (Battery Park)
Ravenside Retail Park
Perry Barr (One Stop)
New Oscott
Highgate Retail Park
Stechford Retail Park
Tyseley
Castle Vale
Stirchley
Minworth Retail Park
Sutton Coldfield (Newhall
Walk Retail Park)
Hay Mills
Northgate Retail Park
King's Heath
Sheldon
Holyhead Road
Hall Green
Trident Retail Park
Walsall Road
Swan Yardley
City Centre
Standalone Units
Total
Cash & Carry (Costco)
Other
Out of Centre
Out of Centre
Major
Other
Out of Centre
Out of Centre
Other
Other
Other
Out of Centre
Major
Other
Out of Centre
Major
Other
Other
Other
Out of Centre
Other
Other
City Centre
Out of Centre
Out of Centre
Average
No of % of
Gross
% of Gross
Gross
Units Units Floorspace Floorspace Floorspace
6
23400
7
13
3900
13
15
17000
9
1308
10
12
14600
8
1500
6
7
9400
5
1600
5
6
9100
5
1800
4
5
8000
4
2000
7
8
7400
4
1100
3
4
7200
4
2400
3
4
7100
4
2400
3
4
5900
3
2000
2
2
5600
3
2800
4600
3
4
3
1500
1
1
4000
2
4000
1
1
3900
2
3900
2
2
3300
2
1700
2
2
3000
2
1500
1
1
2700
1
2700
1
1
2500
1
2500
1
1
2000
1
2000
1
1
2000
1
2000
1
1
1700
1
1700
1
1
900
0
900
8
9
36700
20
4600
2100
85
182,000
1
28
12200
2.39
Table 2.10 shows that, in Birmingham, a half of non-food retail warehousing gross
floorspace and units are in ‘out of centre’ locations. Only 10% of gross floorspace and 13% of
units can be found in the City’s major retail locations. Three out of ten units and 37% of gross
floorspace are found in Birmingham’s ‘other’ recognised local centres.
2.40
As a category, standalone units in ‘out of centre’ locations occupy the largest amount
of space, with an average unit size of 4,600 square metres gross. However, ‘out of centre’
units overall average 2,100 square metres gross. The smallest units can be found in
Birmingham’s major shopping locations where they average just 1,600 square metres gross.
2.41
Birmingham’s largest non-food retail warehousing location in terms of floorspace is
Selly Oak Battery Park. This location accommodates 13% of the City’s total Gross floorspace
for this category. The average unit size at this location is 3,900 square metres gross.
2.42
The biggest location in terms of number of units is the Fort Retail Park, which has 13
outlets covering a wide range of comparison goods including books, health and beauty,
clothing, footwear, electrical and sports goods. Gross unit sizes here are much smaller than
at Selly Oak, averaging 1,300 square metres.
2.43
During the last ten years warehouse clubs have been introduced to the UK from
North America. These operators prefer out –of-centre locations and specifically cater for both
food and non-food bulk buying. They supply small traders and public access is restricted to
members of specified employment groups on payment of an annual fee. In Birmingham, only
one such store is trading at present. This unit is ‘out of centre’ and very large occupying
12,200 square metres gross.
Employment in Retailing
2.44
Retailing in the UK is the largest employer outside the public sector. Despite its
significance, there is a dearth of official statistics to support policy makers in this area. The
comments below are therefore based on the few national reports that are available and
analyses of the 2001 Census.
2.45
In 2004, retailing accounted for 2.6 million jobs in England, or approximately one in
ten of the workforce. In recent years, the retail sector has been a major source of new
employment, growing by 1.4% per annum nationally since 1994, although this is expected to
ease off to 1.0 per annum over the next decade (Skills in England Report 2004). This fast
moving and highly competitive industry currently employs over a quarter of a million people in
the West Midlands Region alone and this is expected to increase by 14% by 2012. The retail
sector is a major employer of school leavers and ‘returners’ to the labour market, and of the
young and female segments of the workforce (DfES).
2.46
At the time of the 2001 Census, 37,000 retail jobs existed in Birmingham, excluding
motor vehicles, motorcycles and repair of personal and household goods. This is 4,000 less
than the number recorded by the 1991 Census. The main reason for this fall is that the 2001
Census was undertaken at the time when the City Centre’s £500 million plus regeneration of
the Bull Ring was under construction. When this development opened in September 2003 it
was estimated 8,000 jobs were created, increasing the total number of retail jobs in
Birmingham to a level above the 1991 count.
2.47
The 2001 Census also recorded 8,500 jobs (23% of the total) in the City Centre.
Again, this figure is now higher due to the significant impact of the of the City Centre’s Bull
29
Ring. Although some the Bull Ring jobs will have been transferred from other locations within
the City Centre, as businesses transferred to their new location, their old premises will have
been occupied by other retail outlets, again adding to the number of retail jobs.
2.48
72% of Birmingham’s retail jobs were occupied by Birmingham residents, this being a
similar proportion to 1994 (70%). This emphasises the importance of the retail trade for local
employment. The male:female proportion of the retail workforce in Birmingham is 42:58
compared with 54:46 for all industries and 43% of Birmingham’s retail workers are part-time
compared with a 22% of the total workforce. 14% of retail workers in Birmingham are selfemployed, again a similar proportion to 1994 (15%).
2.49
The retail sector employs a wider range of skills than is perceived by many people.
Nationally, only four out of ten retail jobs are in sales and customer services on the shop
floor. Two out of ten are managers, senior officials, or professional workers and one in ten
are involved in administration, clerical and secretarial occupations.
30
Chapter
3
31
32
Chapter 3
Introduction
3.1
In order to obtain trends in shopping behaviour the 2004 Shopping Survey repeated
the 1994 survey questions relating to which locations people used for the purchase of
particular types of goods, the times they visit these centres, the reasons for their choice of
centre, and the mode of travel used for different types of shopping trip. For details of centre
turnover that these trips generate see Chapter 4.
3.2
As shopping behaviour can vary, depending on the type of shopping being
undertaken, the survey collected data for each type of shopping trip i.e. convenience (food
and grocery) and comparison goods (clothing and footwear, electrical/gas goods and
appliances, furniture, carpets and curtains and DIY and hardware).
Food and Grocery Shopping
3.3
Respondents were asked to identify up to three locations (including small local
shops) used for food and grocery shopping, together with the proportions of total spend made
in each. From this information the three main locations were identified for subsequent
questioning on frequency and time of visits and mode of travel used. Questions relating to
reasons for choosing centres were asked about the main location only.
3.4
As in 1994, each household used two locations on average for food and grocery
shopping. The exact mean has dropped slightly from 1.79 in 1994 to 1.71 in 2004. Six out of
ten households used more than one centre, a similar proportion to the 1984 survey. The
general tendency was for respondents to use centres local to their needs, but within this
pattern, the City Centre and the main suburban centres emerged as particularly important.
Figure 3.1
Number of Centres Used for Food and Grocery Shopping 1994 and 2004
50
45
40
35
%
30
2004
25
1994
20
15
10
5
0
1
2
3+
33
3.5
As Figure 3.1 reveals the proportion of households using one centre for food and
grocery shopping (31%) has not changed since 1994. However, 4% more households are
using two, rather than three or more centres
Main Locations Used
3.6
In the 2004 survey, respondents were asked to identify up to three main locations
(including small local shops) used for food and grocery shopping. The 1994 survey collected
data for up to nine locations but the results showed that the vast majority of households used
a maximum of three locations, hence the changes to the 2004 question. In order to make a
direct comparison between the surveys, the 1994 data therefore refers to the top three main
locations only.
3.7
Table 3.1 lists the ten most used locations in Birmingham for food and grocery
shopping based on respondents’ identification of up to three main locations. The table also
contains the percentage of respondents visiting each centre. ‘Other local shops’ and the City
Centre are listed for comparison purposes.The ‘Top Ten’ food and grocery hierarchy has
completely changed since 1994, the details of which are discussed below.
Table 3.1 ‘Top 10’ Most Used Locations for Food and Grocery Shopping % of Respondents Visiting
Centre
Minworth
Small Heath
(Coventry Rd)
ASDA Coventry Rd
Northfield
New Oscott
Edgbaston, Five Ways
Kings Heath
Queslett
Erdington
Other Local Shops
Birmingham City Centre
Respondents Locations
2004
1994
2004
1994
%
%
Rank
Rank
7
7
1
2
7
4
2
12=
6
4
3
12=
6
6
6
5
5
5
4
3
7
4
3
7
2
6
4
5
6
7
8=
8=
10
16=
4
11
16=
3
31
5
11
4
16
9
N/A
13
N/A
1
NB. The above table is based on the proportion of
respondents visiting each location as a first, second or third
choice. For expenditure and turnover estimates see Chapter 4
The City Centre
3.8
In 1994, the City Centre was the most popular location for food and grocery shopping
trips, being used by one in ten respondents. However, its importance as a main location for
this category has declined over the last decade and now only one in twenty five respondents
use it.
34
Figure 3.2
Percentage of Respondents Using The City Centre by Ethnic Group
30
25
%
20
2004
15
1994
10
5
0
Black
Asian
White
Chinese
Other
3.9
Figure 3.2 shows that the popularity of the City Centre as a main food and grocery
location has declined for all ethnic groups, with the exception of the Chinese, whose support
is a little higher than in 1994.This trend is somewhat surprising, with the emergence of large
supermarket chains within the City Centre since the last survey took place. However, several
factors could have generated this change. The first is that much of the City Centre
convenience and grocery provision is geared towards daily top-up shopping rather than the
main food and grocery purchases measured by the Survey. Secondly, a fairly high proportion
of trade will come from City Centre workers and visitors, many of whom will live beyond the
Survey area. The third factor is that Edgbaston Five ways, which is very close to the City
Centre, is now being used by one and a half times the number of respondents than in 1994.
Unlike the City Centre’s convenience and grocery outlets, the large supermarket located at
Five Ways has car parking provision. It is therefore likely that many people who reside in the
City Centre will be attracted to this location for bulky food and grocery purchases.
3.10
The City Centre was a particularly popular food and grocery location for Ladywood
attracting nearly 40% of households as a first, second, or third main location. Other nearby
areas where a significant minority of households used the City Centre for food and grocery
shopping were Nechells (17%), Soho (15%) Sparkbrook (10%) Aston (10%) and Edgbaston
(9%).
3.11
7% of all respondents aged 16 to 24 used the City Centre as a main, second or third
location for food and grocery purchases. The corresponding level for all other age groups
was between 3% to 4%.
Suburban Centres
3.12
Table 3.1 clearly demonstrates changing convenience shopping habits away from
traditional centres towards larger supermarkets. The influence of new major supermarkets or
35
existing store extensions is evident. One Stop Perry Barr, Minworth and New Oscott have all
strengthened their positions as a result of significant floor space extensions of 70%, 63% and
26% respectively. New convenience stores at Small Heath (Coventry Road), and Queslett
(including a subsequent mezzanine floor extension) have also increased patronage.
3.13
Although food and grocery provision at ASDA (Coventry Road) and Edgbaston Five
Ways has not changed much physically, both centres have improved their patronage. The
improved performance at Five Ways is likely to be a result of the increased living
accommodation that has been provided in the surrounding City Centre area. The reason for
the success of ASDA Coventry Road is less clear, although the addition of a petrol station
could have brought in increased trade.
3.14
Two traditional Birmingham Centres, Kings Heath and Erdington, have not changed
much physically in terms of their food and grocery provision over the last ten years. However,
both centres have fallen five places in the hierarchy. Support for Kings Heath is now only
65% of its 1994 level and Erdington is just 72%. Northfield, another traditional centre, has
dropped one rank position due to a loss of approximately 15% of its users over the last ten
years. This is probably a direct result of the Safeway store at Birmingham Great Park.
3.15
A half of the suburban centres listed in 1994 no longer feature in the ‘Top Ten. The
centres that have dropped out are Shirley, Selly Oak Sainsburys, Sutton Coldfield, Acocks
Green and Harborne.
3.16
Although the 1994 and 2004 ‘snapshots’ have shown significant change in the
performance of several major local centres, the year-to-year change is likely to be
incremental except in years where significant stores are opened, closed or extended.
3.17
It should be noted that a decline in centre patronage does not necessarily mean a
decline in turnover, as household expenditure on retail goods has increased since 1994.
Chapter 5 gives a more detailed analysis for turnover performance for the larger centres in
Birmingham.
The Importance of Local Shops
3.18
Local ‘corner’ shops were mentioned as the main food and grocery shopping location
by 11% of respondents. Usage amongst those who walked to the shops was relatively high
(26%) and slightly higher for respondents aged 16 to 24 (13%), those aged 60 + (12%), and
those who travelled by bus when shopping (16%). Comparatively speaking, local shops were
particularly well used in Aston, Bartley Green, Kings Norton and Sparkbrook, where nearly a
third of respondents used them. The reasons for this are not clear, other than to suggest that
local shops in Aston and Sparkbrook are likely to meet the specific needs of the local minority
ethnic communities. Overall, use of local shops by the White and Asian ethnic groups was
about average but higher than average for the Black ethnic group (14%).
3.19
Although, local shops continue to play a very important role in the provision of food
and grocery to Birmingham residents, their importance has declined in the last decade. Like
traditional suburban centres, local shops have suffered as a result of food and grocery
shoppers changing their allegiance to the major supermarket locations. Collectively, ‘Local
Shops’ is still the most frequently identified category for food and grocery shopping. However,
the percentage of respondents visiting local shops has fallen to three quarters of its 1994
level.
36
Frequency of Visits to Main Convenience Shopping Locations
3.20
Convenience shopping is an activity that is undertaken frequently. As in 1994, over
90% of respondents visited their main food and grocery shopping location at least once a
week. However, it is interesting to note that very frequent shopping, i.e. 5+ times per week, is
currently only 60% of the 1994 level. 7% of respondents visited their main shopping centre,
less than once a week, a similar proportion to 1994 (8%).
%
Figure 3.3
Frequency of Visits To Main Convenience Centre
50
45
40
35
30
25
20
15
10
5
0
2004
1994
5+ per
Week
2-4 per
Week
Once a
Week
Every 2 to
3 Weeks
Once a
Month or
Less
3.21
In 1994, the proportion shopping at least once a week varied little by area, ranging
from 96% in Hall Green to 88% in Edgbaston and Ladywood old wards. The gap has now
widened slightly from 100% in Stockland Green to 75% in Sparkbrook new wards. Even so, 9
out of 10 respondents shopped at least once a week in three quarters of Birmingham’s
wards.
As in 1994, the contrast between areas for very frequent shopping (5+ times per week) was
much greater, ranging from (4%) in Sutton Coldfield to nearly 15% in Sparkbrook and
Stechford and Yardley North.
3.22
Households in the Bangladeshi, Indian and Pakistani ethnic groups still shop more
frequently than their Black or White counterparts. 58% visited their main location more
frequently than once a week compared with 47% of Black and 43% of White households.
This is a very similar picture to 1994, with the exception that the proportion of Black
households who shop at least 2-4 times per week has increased from 34% in 1994.
37
Figure 3.4
Age of Respondents Visiting Their Main Convenience Centre More Than Once a Week
60
50
%
40
2004
30
1994
20
10
0
16-24
25-39
40-59
60+
3.23
Figure 3.4 reveals that the proportion of households aged 16 to 24 who visit their
main convenience outlet more than once a week has increased by nearly a third during the
last decade. Conversely, the proportion of households aged 60+ who are frequent shoppers
is only 87% of its 1994 level. The shopping frequency of middle-aged households has
changed little during the period. Apart from very young households, shopping frequency still
appears to increase with age but this is not so marked as it was ten years ago.
3.24
Trip frequencies vary significantly with the mode of travel used. In general, the more
frequent the trip the less households are likely to use cars, substituting walking and public
transport instead. For example, a half of respondents who visit their main convenience centre
more than 5 times a week, walk to that location. This falls to a quarter for those visiting 2 to 3
times a week and 1 in 10 of those visiting once a week. Conversely, car trips increase from a
quarter of those visiting 5 or more times a week to a two thirds of those visiting once a week.
Main Times of Visits to Main Convenience Shopping Location
3.25
Respondents who visit their main convenience location several times a week are
unlikely to have an identifiable main food and grocery shopping day, as they are constantly
‘topping up’. Therefore, in order to identify the popular shopping times for significant shopping
trips, multi-trips have been eliminated from the analysis below.
3.26
The general indication is that the time of main shopping visits to respondents’ main
convenience centres has changed very little over the last ten years, with the exception of
weekday evening visits which are a little more popular as stores open later or 24 hours during
the week. Saturday remains a popular day for convenience shopping, with one in five
households doing their main convenience shopping on this day. The popularity of this day
varies significantly throughout the area from a half of trips in Springfield and Moseley and
Kings Heath, down to less than one in ten of trips in Acocks Green, Hall Green, Sheldon,
38
Stockland Green and Sutton Four Oaks.
Figure 3.5
Main Shopping Day & Time for Convenience Shopping
25
20
%
15
10
5
0
Average
Weekday
Day
Average
Weekday
Evening
Saturday
Day
Saturday
Evening
Sunday
Day
Sunday
Evening
NB: a) Average weekday = total trips divided by 5. b) Excludes multiple trips
3.27
One in ten respondents carry out their main convenience shopping at their main
location on a Weekday. A higher proportion of the White Group (70%) carried out their main
convenience shopping on a weekday compared with other Groups (Black 59%,
Indian/Bangladeshi/Pakistani 52%) On the other hand, Saturday as a main convenience
shopping day was more popular with Black and Asian groups than White groups. For
example, 4 out of 10 Black African households chose this day, compared with 2 in 10 from
the White groups. One possible reason for the relatively low proportions mainly shopping on
Sundays is the shorter trading hours in place, compared with the rest of the week.
Mode of Travel to Main Convenience Shopping Location
3.28
The car continues to be the most popular mode of travel when shopping for
convenience goods. Six out of ten trips involved a car (either as a driver or passenger),
compared with a half of trips in 1994 and three in ten trips in 1984. Car usage for this form of
shopping represented over 70% of trips for respondents in the 25-59 year age group,
compared with a half of trips for the older and younger age groups. Over eight out of ten
convenience shopping trips to main locations, undertaken by Sutton Coldfield respondents
were by car. This was twice the usage found in Aston, Nechells, Ladywood, Sparkbrook and
Springfield.
3.29
One in seven trips to main convenience locations are now carried out by bus. This is
a 24% decline since 1994. Bus travel varies from under 10% of trips in Sutton Coldfield, Hall
Green, Selly Oak, Springfield and Moseley and Kings Heath to a third of trips in Aston and
Nechells. Bus usage varied significantly by age from a quarter of the over 60s age group to
one in ten of the middle age groups. Three out of ten respondents in the Black ethnic group
39
were reliant on bus travel, much higher than other groups. There appears to have been a
significant shift from bus travel to use of the car for convenience shopping. This has changed
since 1994, when the increase in car shopping trips was at the expense of walking.
3.30 Walking was more popular than taking the bus overall with one in five choosing this
means of reaching the shops. This was only slightly lower than 1994. Over 40% of shoppers
in Springfield, Ladywood and Sparkbrook walk to their main food location. This proportion is
ten times those in found in Kings Norton and Sutton Vesey. Walking remains particularly
common among the 16-24 age group, accounting for nearly one third of trips, compared with
one in five for the older age groups.
3.31 The vast majority of households with cars (81%) use them as their main means of travel
to their main food and grocery location. Just 13% walk and 5% use the bus.
Reasons for Using Main Convenience Shopping Location
3.32
Respondents were asked to give ‘all reasons’ why they do their food and grocery
shopping at their main convenience location. Table 3.2 lists the most important reasons
given, together with comparisons from the 1994 survey.
Table 3.2
All Reasons for Using the Main Convenience Shopping Location
Reason
Near To Home
Good Choice Of Products
General Convenience
Low Prices
Range and Choice of Shops
Convenient Car Parking
Convenient Opening Hours
Pleasant / Safe Shopping Environment
2004
%
61
57
52
43
36
18
16
11
2004
Rank
1
2
3
4
5
6
7
8
1994
%
60
50
50
45
24
28
28
27
1994
Rank
1
2
3
4
8
6
5
7
3.33
As the above table shows, reasons ranking 1 to 4 have not changed their relative
positions since 1994. However, choice is becoming increasingly influential in shoppers minds.
For example, good choice of products has increased in importance and range and choice of
shops has jumped three places in the rankings. The latter has become particularly more
important, and is now mentioned by over a third of households.
3.34
The table also reveals three notable changes have taken place in what influences
respondents’ choice of convenience locations. The first is that convenient car parking, was
mentioned by only 18% of respondents compared with 28% in 1994. The second is that
convenient opening hours, was mentioned by just 16%, compared with 28% ten years ago.
Finally, a pleasant and safe shopping environment was mentioned by only 11%, compared
with 27% a decade ago. It is likely all three have declined in importance in shoppers’ minds,
because more households are now using larger foodstores, where these facilities are
accepted as the norm and therefore not so influential as they used to be when choosing a
location.
3.35
The main shopping location being near to home was mentioned by relatively high
proportions of younger respondents (65% aged 16-24), Asian respondents (68%) and
40
respondents walking to their main centre (85%). General convenience was cited by relatively
high proportions of older respondents (55% aged 60+), respondents with a disability (54%)
and White (53%) and Black (52%) respondents.
Table 3.3
All Reasons for Using the Main Convenience Shopping Location – Wards with Highest
Percentage
Reason
Ward
Near To Home
Good Choice Of Products
Stockland
Green
Perry Barr
General Convenience
Low Prices
Range and Choice of Shops
Convenient Opening Hours
Pleasant / Safe Shopping Environment
Bartley Green
Quinton
Perry Barr
Billesley
Weoley
Billesley
%
Ward
96 Oscott
97 Aston
Stockland
95 Green
79 Soho
94 Aston
42 Longbridge
40 Kingstanding
37 Kingstanding
%
Ward
91 Edgbaston
93 Oscott
Kingstanding
95
78 Erdington
92 Oscott
34 Edgbaston
39 Erdington
28 Erdington
3.36
Table 3.3 lists the Birmingham wards with the highest proportions for ‘all reasons’
given for choosing the main convenience centre. The fact that Edgbaston is close to the City
Centre where parking is at a premium, could perhaps be the reason why nearness and
parking are important to respondents living there. Perry Barr and Aston’s close proximity to
the One Stop may have some influence on respondents from these wards selecting choice
and range of goods as important. Low prices is an important consideration in the less affluent
wards of Soho and Erdington.
3.37
Respondents were also asked to give their main reason for choosing their main
convenience location. Near to home (35%), general convenience (24%) and good choice of
products (15%) were the most cited reasons.
Clothing and Footwear Shopping
3.38
Several questions were asked on shopping for clothing and footwear. Respondents
were asked to identify up to three shopping locations normally used, together with means of
travel and proportion of expenditure at each. The main and all secondary reasons for using
the main location were also sought.
3.39
Shopping for this category of goods is concentrated on a smaller number of centres
than is the case with food and grocery shopping. Six in ten (62%) households used one
location while 38% used more than one. The proportion using one location has increased
since 1994, when 55% used just one centre (Figure 3.6).
41
%
85
93
94
72
91
33
37
28
Figure 3.6
Number of Centres Used for Clothing and Footwear Shopping
3+ Locations
1994
2 Locations
2004
1 Location
0
20
40
60
80
%
3.40
Table 3.4 reveals the top 10 shopping centres used by respondents for clothing and
footwear purchases, compared with previous surveys.
3.41
In terms of number of visits, the top four major shopping centres for clothing and
footwear are the same as 1994 though Solihull and Sutton Coldfield have changed places. A
new entrant is the Fort Retail Park and Walsall has dropped out of the Top Ten.
3.42
The City Centre continues to be the most popular location by far. Overall, nearly six
in ten (57%) respondents used this location for clothing and footwear purchases. In recent
years, the range and choice of clothing and footwear shops has increased as a result of
major redevelopments. Respondents using the City Centre travelled from all areas of the
survey area. Those in the northern wards of Oscott (36%), Sutton Four Oaks (37%),
Kingstanding (37%) and Erdington (38%) used the City Centre least. With the exception of
Erdington, respondents from all of these wards used Sutton Coldfield more than they did the
City Centre.
Table 3.4 Top Ten Centres for Clothes and Footwear Shopping
Centre
City Centre
Solihull
Sutton Coldfield
Merry Hill
Erdington
Kings Heath
Northfield
West Bromwich
Catalogue/Mail Order / Internet
2004
%
57
12
11
6
6
4
4
4
4
2
Respondents 3 Main Locations
1994
2004
%
Rank
65
1
8
2
11
3
7
4
N/A
5
3
6
6
7
5
8=
5
8=
4
10
3
5
42
N/A
1994
Rank
1
3
2
4
N/A
10
5
6
7
8
N/A
3.43
Apart from the City Centre, two other major clothing and footwear attractions have
emerged since 1994, in the form of the Fort Retail Park and Touchwood Centre in Solihull.
The Fort enters the hierarchy at number 5 and the latter has resulted in Solihull taking over
Sutton Coldfield’s number two slot. One Stop Perry Barr continues to grow, moving up four
places in the ranking since 1994. All of these centres have competed strongly with the City
Centre and this has resulted in a slight reduction in the proportion of Birmingham residents
who use this location as a main source for clothing and footwear. However, the City Centre
has more than made up for this local reduction by expanding its role as a Regional centre. A
separate survey has therefore been undertaken to provide a fuller picture of the City Centre’s
post Bull Ring redevelopment performance based on its wider catchment. The results are
contained in Part 2 of this Report.
3.44
Birmingham’s larger traditional centres, such as Erdington, Kings Heath and
Northfield, have all declined in terms of the number of visits they attract. This is particularly
true for Erdington, where households visiting are down by a third, resulting in a drop of two
positions in the hierarchy. The reduction in visits is a possible impact of the Fort Retail Park.
3.45
Significant numbers of Birmingham residents used centres outside the City for
clothing and footwear shopping. This is most notable in the south-east of the City where 52%
of respondents from Sheldon and Hall Green visited Solihull and in the south-west of the City
where 29% of Quinton, 26% of Bartley Green, and 24% of Longbridge respondents visited
Merry Hill. Maps 3.1 and 3.2 identify the location of Merry Hill and Sollihull Town Centre
Shoppers.
Map 3.1
Place of Residence of People Using Merry Hill Shopping Centre in Dudley (2004)
Shopping Centre
Shopper's Place of Residence
Merry Hill
This map is reproduced from the Ordnance Survey Material with the permission of Ordnance Survey on behalf of the Controller of Her Majesty's Stationery Office © Crown Copyright.
43
Map 3.2
Place of Residence of People Using Solihull Town Centre (2004)
Shopping Centre
Shopper's Place of Residence
Solihull
This map is reproduced from the Ordnance Survey Material with the permission of Ordnance Survey on behalf of the Controller of Her Majesty's Stationery Office © Crown Copyright.
3.46
Over the last decade, smaller, but significant, traditional centres such as Handsworth
(Soho Road), Harborne, Acock’s Green, Small Heath, Saltley (Alum Rock Road), Sparkhill
and the Swan Centre, Yardley have all declined in terms of the number of households
shopping for clothing and footwear. Sparkhill and Yardley had the highest percentage loss
and Handsworth and Saltley had the lowest. In contrast, strong growth in clothing and
footwear shopping has occurred at new centres with a significant comparison goods
presence (e.g the Fort and New Oscott) and larger supermarket locations e.g. ASDA at
Minworth and Coventry Road.
3.47
Respondents were asked the primary reason for using their main clothing and
footwear centre (Table 3.5). Whereas proximity was the most important consideration for food
and grocery shopping, the main response for clothing and footwear was range and choice of
shops (25%) although this was much less important than in 1994 (34%). Conversely, good
choice of product (22%), which was the second main reason given, has become
considerably more important since 1994. General convenience (20%) has also become more
influential over the last ten years, far more than nearness to home.
44
Table 3.5
Main Reason for Using the Main Clothing and Footwear Centre
Reason
Range & choice of shops
Good choice of product
General convenience
Near to home
Low prices
Pleasant/safe environment
Good public transport
% of
Responses
2004
25
22
20
16
8
2
2
2
% of
Responses
1994
34
14
13
13
6
2
3
2
3.48
Range and choice of shops and good choice of products were particularly important
to the younger age groups. In contrast, general convenience and nearness to home were
considered more important with age.
3.49
Over the last ten years, distance shopping for clothing and footwear has declined by
a third. This category includes catalogue, mail order and Internet shopping. The main reason
for the decline is the dramatic reduction in catalogue and mail order purchases. Although
Internet shopping has increased, it is not currently a popular source for clothing and footwear
purchases and has not therefore been able to offset the losses occurring elsewhere in this
category.
Electrical/Gas Goods and Appliances Shopping
3.50
Respondents who had made an electrical or gas purchase in the previous twelve
months were asked to state for their last five purchases, what they bought, where the
purchase was made, whether it was delivered, how much it cost and the main means of
travel.
3.51
In total, 39% of households had purchased electrical or gas appliances in the last 12
months. This is down from 45% of respondents in 1994. A higher proportion of households
had purchased these goods than for the furniture and carpets and DIY categories. This is true
of all age groups.
3.52
Respondents aged 25 to 59 (46%) are more likely to have purchased electrical or
gas appliances than those aged 16 to 24 (38%) and 60+ (28%).
3.53
The proportion of Black (37%) and Asian (35%) respondents who purchased an
electrical or gas appliance was slightly below the Survey average.
3.54
The top 5 appliances acquired in 2004 by purchasing households were televisions
(19%), washing machines (14%), small appliances (13%), DVD players (12%) and cooker /
hobs (11%)
3.55 Table 3.6 compares the most popular purchases in 2004, alongside their relative
popularity in 1994. It reveals that the electrical and gas appliance market is influenced not
only by market saturation and replacement but also technological advances and falling
prices. In 1994, televisions ranked fourth in the table and have now moved up to first, mainly
45
because of flat screen technology becoming available to an increasing number of households
at affordable prices. Similarly, washing machines have benefited from additional features in
recent years, with very little movement in prices. This has had the effect of moving this
category up four places in the ranking. DVD players, a relatively new technology, have
entered the ‘Top 10’ at fourth position. These multimedia appliances have, to some extent,
replaced video recorders and Hi-fi / Radio equipment, which have both dropped significantly
in the ranking. The technological advancement in computer equipment has slowed down in
recent years and this has resulted in a decline in the proportion of purchasing households
acquiring this appliance.
Table 3.6
‘Top 10’ Electrical and Gas Appliances Purchased
Appliance
Television
Washing Machine
Small Appliance
DVD Player
Cooker / Hob
Fridge
Microwave
Computer Equipment
Hi-fi / Radio
Freezer
2004
% of All
Purchasing
Households
19
14
13
12
11
10
8
6
6
6
Purchasing Households only
1994
2004
% of All
Rank
Purchasing
Households
15
1
10
2
21
3
N/A
4
16
5
9
6
8
7
11
8
15
9
9
10
1994
Rank
4
6
1
N/A
2
10
11
5
3
9
3.56
The average spend on individual gas and electrical items was approximately £260,
up from £250 in 1994. The average spend on these appliances peaked at £275 for
respondents aged 25 to 29, £295 for Asian Respondents, £275 for owner occupiers and £285
for respondents in full time work.
3.57
The City Centre still remains the main location for electrical / gas goods and
appliance shopping but the proportion of purchasing households using this location is only
60% of its 1994 level (Table 3.7). Although televisions, DVD players and small appliances are
available in the City Centre, there is a scarcity of outlets selling other appliances such as
washing machines, cookers, fridges etc. and this is likely to have weakened its position for
electrical / gas goods as a whole.
3.58
As for the traditional suburban centres, Table 3.7 reveals that they are all losing out
to the newer, retail locations. Kings Heath and Erdington have suffered the most, each losing
around 60% in terms of the proportion of purchasing households visiting. On the other hand,
retail warehouse outlets continue to grow in strength, with Selly Oak Retail Park and One
Stop, Perry Barr, both improving their rank positions and proportions of households using
these locations.
46
Table 3.7
‘Top 10’ Centres for Electrical/Gas Goods and Appliance Shopping
Centre
City Centre
One Stop Perry Barr
Sutton Coldfield
Solihull
Castle Vale
Erdington
Northfield
Shirley Retail Park
Kings Heath
% of
Purchasing
Households
Visiting
Centre
2004
12
7
7
5
5
4
3
4
3
3
8
% of
Purchasing
Households
Visiting
Centre
1994
20
4
6
6
4
1
8
6
3
7
9
2004
Rank
1994
Rank
1
2
3
4
5
6
7
8
9
10
1
8
6
5
9
33
2
4
10
3
N/A
N/A
3.59
The impact of the Touchwood Centre on Solihull Town Centre’s prosperity is clear
from the above table. This Centre has increased the proportion of purchasing households
visiting from the Survey area by 25%
3.60
The table also shows that the decline in catalogue, mail order and Internet purchases
of electrical and gas appliances is very marginal and significantly less than for clothing &
footwear, which fell by a third. This is probably a result of the rapidly expanding Internet trade
in this category.
Furniture, Carpets and Curtains Shopping
3.61
Respondents who had made furniture, carpet or curtain purchases in the previous
twelve months were asked a similar set of questions as those relating to electrical and gas
appliances.
3.62
One in five households (21%) had purchased furniture, carpets or curtains in the
previous twelve months. This had declined from one in three respondents in 1994
(35%).Table 3.8 shows that the main items purchased by households acquiring such goods
were furniture (46%), carpets (37%), curtains/soft furnishings (20%), linen (5%) and paintings
(1%).
3.63
Since 1994 the proportion of purchasing households buying furniture has increased
from 39% to 46%. The reverse trend applies to carpets, which are down from 53% in 1994 to
just 37%. Purchases of curtains and soft furnishings are also declining from 27% of
purchasing households in 1994 to 20% in 2004. Purchases of linen and paintings are well
below their 1994 levels (Table 3.8).
3.64
Respondents aged 25 to 39 (27%) are more likely to have purchased these goods,
while respondents aged 60+ (14%) are least likely.
47
Table 3.8
‘Top 5’ Furniture, Carpet and Curtain Purchases
Type of Goods
Furniture
Carpets
Curtains & Soft Furnishings
Linen
Paintings
2004
% of All
Purchasing
Households
46
37
20
5
1
1994
2004
% of All
Rank
Purchasing
Households
39
1
53
2
27
3
15
4
7
5
1994
Rank
2
1
3
4
5
3.65
Table 3.9, shows the ‘Top Ten’ locations for furnishing and carpet purchases. As with
electrical and gas appliances, the most popular location was Birmingham City Centre. Apart
from IKEA, which has doubled the proportion of purchasing households visiting, the
significance of retail parks has declined since 1994. Only One Stop, Perry Barr still remains in
the ‘Top Ten’ but the proportion of purchasing households visiting this centre for furniture,
carpet or curtain shopping has halved in the last ten years. Selly Oak Retail Park has now
dropped out of the ‘Top Ten’ to 15th position in the ranking.
Table 3.9
‘Top 10’ Centres for Furniture, Carpet and Curtain Shopping
Centre
City Centre
Erdington
Northfield
IKEA (Wednesbury)
Small Heath (Coventry Road)
Solihull Town Centre
Kings Heath
Tyseley (Warwick Road)
% of
Purchasing
Households
Visiting
Centre
2004
11
5
4
4
4
3
3
3
3
3
5
% of
Purchasing
Households
Visiting
Centre
1994
19
9
5
2
2
3
4
4
6
1
9
48
2004
Rank
1994
Rank
1
2
3
4
5
6
7
8
9=
9=
1
2
4
11=
18
8
8
7
3
24
N/A
N/A
3.66
The traditional suburban centres have experienced mixed fortunes. Northfield, Sutton
Coldfield Town Centre, Kings Heath, and particularly Erdington have all declined in terms of
the proportion of purchasing households using these centres. In contrast, Small Heath
(Coventry Road) and Tysley (Warwick Road) have at least doubled the proportion of
purchasing households visiting.
3.67
The average spend on individual purchases was £460, compared with £275 in 1994.
The average spend peaked at £520 for respondents aged 60+, £480 for White respondents,
£520 for owner occupiers and £510 for respondents in full time work. A half of purchases cost
less than £250.
3.68
The decline of catalogue and mail order trade is particularly evident in the furnishing,
carpet and curtain category, where the proportion of households using them has nearly
halved in the last ten years. The Internet, which is also included in this category, is not an
attractive alternative for these kind of purchases.
DIY and Hardware Shopping
3.69
Respondents who had made a purchase of £10 or over in the previous 12 months
were asked to state what they bought and where the purchase was made. Up to five
purchases were recorded. The main means of travel was also sought.
3.70
Overall, 28% of households had purchased DIY or hardware goods costing £10 or
more in the previous twelve months. This has declined considerably from 38% in 1994. The
drop is minimal for those aged 60+ but increases for the younger age groups. This could be
an outcome of the recent fall in first time buyers entering the property market. However,
respondents aged 25 to 59 (35%- 36%), are still more likely to have purchased such goods,
while respondents aged 60+ (18%) are least likely. White (30%) and Asian (24%) households
are more likely to have purchased these goods than households from other backgrounds.
Table 3.10
‘Top 5’ DIY / Hardware Purchases
Type of Goods
Wallpaper / Paints etc.
Bathroom / Kitchen Fixtures & Fitt
Garden Equipment & Tools
Hand Tools
Wood ,Screws, Building Materials
2004
1994
2004
% of All
% of All
Rank
Purchasing
Purchasing
Households Households
41
64
1
24
16
2
14
N/A
3
13
14
4
9
23
5
1994
Rank
1
3
N/A
4
2
3.71
Table 3.10 shows, what households who purchased DIY products spent their money
on. It reveals a movement away from wallpaper, paints, and building materials towards
bathroom and kitchen fixtures and fittings. The proportion purchasing hand tools has
remained fairly static since 1994.
3.72
Table 3.11, overleaf, lists the Top Ten locations used for DIY and Hardware
purchases. The importance of retail warehousing has continued to increase over the last ten
49
years and now accounts for six of the ‘Top Ten’ locations for DIY and hardware. More
specifically, in the last 10 years, Selly Oak Retail Park has retained its position as the most
popular location, New Oscott and Halesowen have increased the proportion of purchasing
households visiting by over 100% and Stechford Retail Park, Minworth and Shirley Retail
Park have all experienced growth. At the same time, the more traditional locations of the City
Centre, Erdington, Stirchley and local DIY stores have experienced a decline
Table 3.11
‘Top10’ Centres for DIY and Hardware Shopping
% of
Purchasing
Households
Visiting
Centre
2004
12
10
7
6
5
5
5
3
3
3
Centre
New Oscott
Halesowen
Stechford Retail Park
Kings Heath
Minworth
Shirley Retail Parks
Stirchley
Erdington
Northfield
City Centre
Other Local Shops
% of
Purchasing
Households
Visiting
Centre
1994
11
4
3
4
5
3
4
4
5
3
2
3
7
7
2004
Rank
1994
Rank
1
2
3
4
5
6=
6=
8
9
10
1
7
14
10
3
11
9
8
4
12
12
N/A
2
N/A
3.73
Figure 3.7 compares the main mode of travel used by purchasing households across
the range of comparison goods. It compares trips to the main locations used.
% of Purchasing Households
Figure 3.7 Main Mode of Travel to Comparison Goods Main Locations
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Other
Bus/Coach/Train
IY
/D
ts
ar
e
pe
/C
hi
ng
H
ar
dw
ar
l/
ca
tri
El
ec
Fu
rn
is
C
lo
t
hi
n
g
&
Fo
o
tw
ea
G
as
r
Car/Van
50
3.74
The most popular mode of travel when purchasing comparison goods is the car. This
is particularly so for bulkier items such as DIY/hardware (82%), furnishing/carpets (77%), and
electrical/gas goods (73%) but less so for clothing and footwear (55%). Use of a car when
making comparison goods purchases has increased since 1994 across all sectors.
3.75
As in 1994, public transport is far more important for clothing and footwear purchases
than for other categories of shopping. The relatively high use of public transport, in this sector
reflects the ‘non bulky’ nature of the goods being carried and the dominance of the City
Centre with its excellent public transport access. The use of public transport continues to
decline across all sectors, this is particularly so for clothing and footwear (1994 46%, 2004
35%) and furniture and carpets (1994 22%, 2004 12%). As the previous paragraph shows,
the decline in the use of public transport is a direct result of increased car journeys.
3.76
Over the last 10 years, walking has remained fairly static with only a very slight
decline across all comparison goods. This mode accounts for only 5% to 6% of journeys.
3.77
The level of home delivery related to size of goods being purchased with 70% of
furniture / carpets being delivered and a half of gas/ electrical goods.
Use of Local Shops for Comparison Shopping
3.78
A number of respondents identified their local shops as being one of the places
where they shopped for comparison goods. Table 3.12 shows the percentages of purchasing
households visiting local shops for comparison goods. Without exception, these were much
lower than the 11% recorded for food and grocery locations.
Table 3.12
Percentage of Respondents Visiting Local Shops for Comparison Goods
Comparison Shopping Sector
Clothing & Footwear
Electrical & Gas goods
Furniture, Carpets & Curtains
DIY & Hardware
2004
%
0.5
2.6
5.2
3.0
1994
%
1.4
2.9
5.1
6.6
3.79
The table reveals the impact of increased competition being faced by local shops
from extended supermarket ranges and retail warehouses. It appears that local clothing and
footwear and DIY/ hardware retailers have been hit the most losing two thirds and a half of
their trade respectively. Local electrical and gas retailers have seen only a marginal decline in
the proportion of purchasing households visiting and local furniture, carpets, and curtains
retailers have maintained their 1994 level.
3.80
Although collectively local shops are quite well frequented for some comparison
goods, when compared with the larger traditional retail centres, the spend, of course, will be
spread throughout many such shops within the survey area.
51
Local Centre Shopping
3.81
Respondents were asked whether they have a local shopping centre and, if so, what
they used it for and the mode of travel they used to get there. Nearly three quarters (72%)
claimed they had a local centre within a fifteen to twenty minute walk from their home. This is
a little higher than the 1994 Survey response (67%).
Table 3.13
‘Top 10’ Locations Named As Local Centres
Centre
Erdington
Northfield
Acocks Green
Fox & Goose
Kingstanding ( The Circle)
Harborne
Kings Heath
% of
Households
Naming
Centre
2004
5
4
3
3
3
3
3
2
2
2
% of
Households
Naming
Centre
1994
4
4
5
3
1
3
3
3
1
3
2004
Rank
1994
Rank
1
2
3
4
5
6
7
8
9
10
3
2
1
4
27
9
5
8
23
6
3.82
As Table 3.13 shows, Erdington has replaced Northfield as the most frequently
mentioned centre, the latter dropping down to third position below One Stop Perry Barr, which
has retained the number two slot. Acocks Green has retained its fourth position but Fox and
Goose has entered the ‘Top Ten’ in fifth position (previously 27th). Another rapid climber is
Handsworth (Soho Road), which has jumped from the twenty-third to ninth position. Shirley
(Stratford Road) and Bearwood have both dropped out of the ‘Top Ten’.
3.83
Figure 3.8 reveals that 7% of respondents who had a local centre within a fifteen to
twenty minute walk from their home did not use it. This ranged from 5% of those aged 16 to
24 years to 8% of those aged 60 +. Households with a centre, use it mainly for food shopping
(60%), the post office (57%) the chemist (46%)and financial services (38%).
52
Figure 3.8 Uses Made of Local Centre
Food Shopping
60
Post Office
57
Chemist
46
Financial Services (e.g Banks)
38
Eating Out
20
Specialist Shops
17
Hairdressers
15
Library
11
Health Centre
8
Leisure Centre
3
Do Not Use
7
0
10
20
30
40
50
60
70
%
3.84
It is important to note that, apart from food, not all facilities listed in figure 3.8 will be
present in all local centres.
3.85
A half (51%) of resopondents get to their local centre by foot and 37% use a car. A
further 8% use the bus.
Internet Shopping
3.86
Respondents were asked if they, or others in their household used the Internet at
home, work, or elsewhere. Those with access were asked if they had used the Internet for
shopping.
3.87
Overall, 45% of households contained members who had access to the Internet. 39%
of households had access at home, 14% at work, and 5% elsewhere. Obviously, some
household members accessed from more than one source.
3.88
Four in ten of White and Asian households had access available at home but only
three in ten Black households had such access.
3.89
A half of those households with access to the Internet had used it for shopping. This
varied between over a half (54%) of White households and around a third of Black and Asian
Households.
53
3.90
Those with access to the Internet who had used it for shopping amounted to a
quarter of all households.This varied from over 35% of all households in Bournville,
Edgbaston, Harborne, Longbridge, Selly Oak and Sutton Four Oaks to less than 10% in
Aston, Nechells, Sparkbrook, Springfield and Washwood Heath .
54
Chapter
4
Retail Expenditure and Turnover Estimates
55
56
Chapter 4
Retail Expenditure and Turnover Estimates
Introduction
4.1
In addition to floorspace and numbers of shops and vacancy rates, turnover estimates
are key components when evaluating the vitality and viability of retail centres, particularly when
data can be compared over a number of years. However, it is currently very difficult to obtain
such data at the local area level, particularly for smaller centres.
4.2
Data on turnover, at the retailer end, have not been collected for many years, therefore
local estimates have to be made. To provide a sound base for these estimates, the 2004
Birmingham Shopping Survey collected behavioural data relating to retail expenditure across a
wide range of goods. This information was collected for individual households across the whole
of the city and areas just beyond.
4,3
A combination of survey responses, spatial distance and CACI data (i.e. ACORN and
Retail Expenditure Estimates) were then used to gross up and distribute household expenditure
to Birmingham’s retail locations. (see Appendix 4 for details).
4.4
For the purposes of this Report, household expenditure and retail turnover in shopping
centres and other locations is based on the purchase and sale of retail goods only. It excludes
certain major items such as motor vehicles. It also excludes expenditure on personal, financial,
leisure and other services such as hairdressers, banks and building societies, cinemas, pubs
and restaurants. For this reason and the fact that some retail locations will attract custom from
beyond the survey area, the total volume of trade in many centres will in fact be larger than the
estimates for total turnover shown.
4.5
All household expenditure figures and turnover estimates shown in the report are based
on 2004 levels of expenditure and prices. Estimates from the 1994 survey were adjusted to
2004 prices to allow direct comparison.
Expenditure on Retail Goods
4.6
The overall trend in retail expenditure has been continuing growth in real terms. Total
retail expenditure of all residents in the Birmingham survey area was £5.2 billion, up by 53%
from £3.4 billion in 1994 (2004 prices). The area within Birmingham’s administrative boundary
generated £4.2 billion, or 81% of the Survey area’s total spend. This is slightly higher than the
population distribution i.e. 76% in Birmingham. The average per capita expenditure on retail
goods was just over £4,200 per annum in the survey area. As in 1994, most of this expenditure
was directed towards shopping centres and stores located in the survey area.
4.7
Table 4.1 shows how the relationship between per capita convenience and comparison
goods spending has changed over the last 20 years. In 1984, convenience goods accounted for
58% of all goods spend. By 1994, this had fallen to 47% and currently accounts for just over a
third of all goods spend. In 1984, annual convenience goods spending exceeded comparison
spending by nearly £400 per head. Comparison goods spend now exceeds convenience spend
by nearly £1200 per head.
57
Table 4.1
Trends in Retail Expenditure by Type of Goods (2000 prices)
Expenditure per Capita (£)
Year
1984
1994
2003
Convenience Goods
1394 (58%)
1443 (47%)
1584 (36%)
Comparison Goods
All Goods
1012 (42%)
2406
1606 (53%)
3049
2762(64%)
4346
Source: Mapinfo Information Brief 04/02
4.8
Clearly, most of the growth in consumer retail spending that has occurred in the last 20
years has been a result of increased expenditure in comparison goods. During the period 1983
to 2003, total retail expenditure grew by 2.8% per annum but comparison goods expenditure
grew by 5.0% while spending on convenience goods remained fairly static with a growth of just
0.5% (Mapinfo Information Brief 04/02).
4.9
In recent years, increases in comparison goods sales volumes have been influenced by
two significant factors i.e. price deflation and technological advances in electrical goods. As
growth in convenience expenditure is obviously limited by people’s capacity to consume more
food and groceries, the larger supermarket chains have continued to expand their ranges of
comparison goods, in an attempt to increase their turnover.
Figure 4.1
Annual Average per Capita spend by Type of Goods
(2004 in Birmingham Shopping Survey Area)
Other Comparison /
Clothing
Convenience
£1,754
£1,516
DIY / Hardware
£229
£320
£418
Electrical / Gas
Furniture / Carpets
4.10
Figure 4.1 reveals that, out of a total annual average per capita spend in the survey area
of £4,200, around £1,800 (41%) was spent on convenience goods. The next highest spend, of
just over £1,500, was for other comparison goods, including clothing purchases. The remaining
comparison goods categories of electrical, gas, furniture, carpets, DIY and hardware involved
much smaller levels of spend of between £200 and £400.
58
Map 4.1
Average Expenditure per Person on Convenience and Comparison Goods, 2004
Key
10% above City average & over
Up to 10% above City average
Less than City average
n MERE GREEN
City Average = £4194
nSUTTON COLDFIELD
nNEW OSCOTT
nMINWORTH
nERDINGTON
nONE STOP
n
HANDSWORTH
n CITY CENTRE
n SMALL HEATH
n HARBORNE
n
ACOCKS GREEN
n SELLY OAK
n KINGS HEATH
n NORTHFIELD
Source: CACI Ltd
This map is reproduced from the Ordnance Survey Material with the permission of Ordnance Survey
on behalf of the Controller of Her Majesty's Stationery Office © Crown Copyright.
59
4.11
As Map 4.1 shows, the total annual average per capita retail spend varied throughout
the survey area. High levels of spend, at 10% and above the City average, were found in Sutton
Coldfield, Edgbaston, Selly Oak, Harborne and Moseley. Below City average levels were found
in the inner City wards together with Longbridge, Weoley, Fox Hollies, Shard End, Kingsbury
and Kingstanding.
4.12
At local neighbourhood level, people in the most affluent areas spent 1.8 times those in
the poorest areas on convenience goods. The contrast for comparison goods was even greater
at 2.5 times.
The Turnover Estimates: Methodology & Limitations
4.13
The turnover methodology is summarised in the introduction to this chapter, with a more
detailed description in Appendix 4. Turnover estimates for previous Birmingham Shopping
Surveys in 1983/84 and 1994, used a very similar process. The 1994 estimates have been
updated to 2004 prices for comparative purposes.
4.14
It should be stressed that both residents’ expenditure and shopping location turnover
are only estimates, not direct measures of actual household spend or retail turnover. They are
based on predictive modelling and a number of assumptions. The procedure involved is by no
means an exact science and too much emphasis should not be placed on the precise figures.
However, in the absence of better sources, the estimates do offer a reasonable indication of the
relative magnitude of turnover in different retail locations and broad trends in their performance.
4.15
It is important to note that the estimates are based solely on expenditure patterns within
the survey area. The survey area was deliberately extended to include wards in adjoining
districts in order to pick up expenditure flowing into Birmingham’s local centres, especially those
such as Sheldon, which are on or near the City boundary. Nevertheless, it did not extend far
enough to cover the wider catchment areas of the City Centre and Birmingham’s major local
centres. The estimates also do not include spending of in-commuters living outside the survey
area but working in Birmingham. For these reasons, turnover for many shopping locations will
be underestimates.
Where Households Spend Their Money
4.16
Retail locations in Birmingham have been classified into four broad groups. These are
the City Centre, ‘Major Local Centres’, ‘Other Local Centres’ and ‘Local Shops’.
Table 4.2
Aggregate Estimated Turnovers in the Main Groups of Centres
Type of Shopping Location
Estimated
Turnover
£m
946
1,015
1,378
410
135
1,165
116
5,165
City Centre
Major Local Centres
Other Local Centres
Out of Centre
Local Shops
Centres Outside City
Catalogue / Mail Order/Internet
TOTAL
Proportion of Every
Pound Spent
18p
20p
27p
8p
3p
23p
2p
£1.00
4.17
As Table 4.2 shows, out of every pound spent by households in the survey area, an
average of 27p went to Birmingham’s ‘Other local centres’, 20p to its ‘Major Local Centres’ and
60
18p to the City Centre. 23p in every pound was spent outside Birmingham, as was some of the
2p in the pound spent with catalogue, mail order, and Internet companies. 3p in the pound was
spent in local shops, mainly corner shops and small local parades, some of which are in
adjoining districts. This includes all smaller retail locations that were not specifically identified
with a name. All of these proportions are very similar to those recorded by the 1994 survey.
4.18
Although expenditure on catalogue, mail order, and Internet goods was a similar
proportion to 1994, some fundamental changes have recently taken place within this
expenditure group. Market analyst Mintel have reported that between 2000 and 2004, the
percentage of people buying goods through the Internet rose from 9% to 32%. During the same
period, the percentage buying through mail order has declined from 53% to just 25%. It should
also be noted that some respondents may have confused this kind of purchase with traders
such as Argos, whose operations are based on catalogues but whose main business is
undertaken in shopping centre stores.
4.19
The mix of goods sold can vary greatly by centre. This is particularly so for ‘other
comparison’ goods (clothes, footwear etc.). For example, 85% of the City Centre’s turnover from
the Survey area was for goods in this category. This is slightly higher than the 81% recorded by
the 1994 survey and represents 56% of the total ‘other comparison’ spend in the survey
area.Other centres where ‘other comparison’ goods form a large part of overall turnover include
the Fort Retail Park (85%) and Sutton Coldfield (75%, up from 60% in 1994) As Table 4.3
reveals, other centres where ‘other comparison’ goods accounted for more than a third of total
turnover included Short Heath, Erdington, Ladypool Rd, and Alum Rock Saltley.
Table 4.3
Percentage of Trade in Clothes & Other Comparison Goods 2004
Shopping Location
City Centre
Sutton Coldfield
Short Heath
Ladypool Rd
Alum Rock Saltley
Erdington
% Trade in
Clothes etc.
85
85
75
46
40
37
35
4.20
The highest spend in convenience goods was £101 million at One Stop Perry Barr
representing 52% of this Centre’s turnover. Convenience spend represented at least 75% of
total turnover in just over a third of Birmingham’s retail locations. For ‘other local shops’,
including those smaller centres and corner stores, convenience goods accounted for 68% of
total turnover.
4.21
The City Centre is the most popular choice in Birmingham for electrical and gas goods
purchases, attracting a £56 million spend. This is also true for furniture and carpets with a £40
million spend. Even so, these categories amounted to just 6% and 4%, respectively, of total City
Centre turnover. Electrical and gas goods accounted for more than a third of total turnover in
only two retail centres, Ravenside Park (53%) and Castle Vale (35%) and one ‘Out of Centre’
store, B&Q Bromford. Erdington was the second most popular choice for furniture and carpets
with an annual turnover in the region of £20 million. Several other centres had a turnover of £10
million and above for this category, these being Small Heath (Coventry Road), Sutton Coldfield,
Tyseley (Warwick Road) and Kings Heath.
4.22
Selly Oak Battery Park is the most popular Birmingham location for DIY products
drawing a £29 million spend for these goods representing 24% of the centre’s total turnover.
Other centres of note for DIY sales were New Oscott (£25 million), Stechford Retail Park (£17
million), Kings Heath (£12 million) and Minworth (£11 million).
61
4.23
The City Centre is predominantly anchored by comparison stores with comparison
spend accounting for 96% of turnover. In Birmingham’s ‘Major Centres’, comparison spend
(58%) is generally more evenly balanced with convenience spend although Sutton Coldfield
(93%) and Harborne (23%) are exceptions at opposite ends of the spectrum. ‘Other Local
Centres’ are clearly anchored by convenience stores with only 32% of spend buying comparison
goods.
4.24
Turnover in electrical/gas appliances, furniture and furnishings, DIY goods and
hardware accounted for between 11% in the City Centre, 22% in ‘Major Centres’, 24% in ‘Other
Centres’ and 28% in ‘Out of Centre’ stores. The highest proportions for these goods were found
in Tyseley (81%), Stechford Retail Park (85%), Ravenside Park (92%) and B & Q Bromford
(96%).
Spending within Districts
4.25
As mentioned previously, out of a £5.2 billion total spend within the Survey Area, £4.2
billion was generated by Birmingham households. It is possible to divide this spend even further
down to District level without seriously affecting the robustness of the findings.
4.26
Birmingham is divided into eleven Districts for service delivery purposes, with
populations ranging from 73,000 in Hall Green to 107,000 in Hodge Hill. For each District, the
2004 Shopping Survey’s sample has been sub-divided to calculate the level of spend by
households and the proportion of that spend which is spent at shopping locations within the
same District (Table 4.4). Please note that the Districts of Ladywood and Edgbaston have been
combined in the table because they jointly accommodate the City Centre retail area, which
cannot be divided to generate a turnover for each District.
Table 4.4
Percentage of Retail Expenditure Retained Within District 2004
% Retained
District
Other
Comparison
Erdington
37
Hall Green
0
Hodge Hill
13
Northfield
28
Perry Barr
27
Selly Oak
14
Sparkbrook
18
Sutton Coldfield
59
Yardley
13
Edgbaston /
Ladywood
59
Average
33
Electrical /
Gas
Appliances
42
6
11
30
43
55
37
54
35
Furniture /
Carpets /
Curtains
35
9
30
27
28
39
37
35
24
DIY
33
25
5
21
9
81
33
72
59
9
36
6
31
2
37
Total
Total
Total
Convenience Comparison
50
37
42
48
5
22
40
14
25
52
28
38
70
28
45
64
31
45
48
24
34
87
56
68
67
22
41
46
56
56
34
4.27
The table shows that the average retention of combined comparison and convenience
spend in Birmingham’s districts is 43%. By definition, convenience goods (56%) will attract a
greater retention than comparison goods (34%).
62
52
43
4.28
Sutton Coldfield is a fairly self-providing district, retaining 68% of the combined
expenditure in the area. This is to be expected as the district contains three of the larger retail
centres in Birmingham i.e. Sutton Coldfield Town Centre, Minworth and New Oscott. Combined,
these centres provide a wide range of convenience and comparison goods, resulting in relatively
high retention levels for both.
4.29
By contrast, Hall Green and Hodge Hill retain only 25% or less of their local spend.
Neither district has a strong comparison goods centre resulting in relatively low retention levels
for these types of goods.
4.30
The lower than average convenience goods retention in Edgbaston / Ladywood district
(46%) is to be expected. This is because City Centre convenience shopping is geared towards
‘top up’ rather than bulk food and grocery shopping and, in addition, there are very popular
convenience locations just beyond the district boundary e.g. One Stop Perry Barr and ASDA
(Coventry Road). The strongest convenience centre in the area, Small Heath (Coventry Road),
is geared towards the needs of the Black and Minority Ethnic Communities and therefore draws
on a wider catchment area than Edgbaston and Ladywood.
4.31
The attraction of the City Centre as a main comparison goods location results in a very
high retention level for Edgbaston / Ladywood, although only for the ‘other comparison’ goods
category (59%), which includes clothing and footwear purchases.
4.32
The relatively strong DIY retention in Selly Oak (81%), Sutton Coldfield (72%) and
Yardley (59%) reflects the presence of large DIY outlets at Selly Oak (Battery Park) and New
Oscott and Stechford Retail Park.
Details of Turnover in Birmingham Centres
4.33
Before considering the relative performance of Birmingham’s retail locations it is worth
bearing in mind that household spend on retail goods in the Survey area has increased by 53%
over the last decade compared with only 25% between 1984 and 1994. This is a benchmark
growth against which centre performance can be compared i.e. each centre would need to
achieve this growth level in order to retain its market share. However, two other factors also
need to be taken into account. Firstly, this overall crude benchmark will be rather too high for
centres mainly dependent on convenience trade and too low for those primarily selling
comparison goods. Secondly, it would be very difficult for retail locations to obtain an increase in
turnover of this magnitude without some additional floorspace provision. It is therefore possible
that whilst not achieving the benchmark level of growth, some locations have performed very
well when turnover is considered alongside floorspace change.
4.34
Appendix 3. and Map 4.2 show the total turnover for each centre together with the
breakdown by type of goods sold. The locations with the greatest estimated turnover (each over
£50 million per annum) are shown, largest first, in Table 4.5
63
Map 4.2
64
Table 4.5
Estimated Turnover and Rankings of Birmingham’s Shopping Locations with a Turnover
of £50 Million or more (2004 Prices)
Shopping Location
City Centre
Sutton Coldfield
One Stop Perry Barr
Kings Heath
Northfield
Minworth
Erdington
Small Heath
New Oscott
ASDA (Coventry Rd)
Queslett
Mere Green
Acock’s Green
Edgbaston (5 Ways)
Maypole
Castle Vale
Harborne
Saltley (Alum Rock Road)
2004
Estimated
Turnover
£m
1994
Estimated
Turnover
£m
946
209
193
153
150
140
132
123
121
120
97
78
78
69
68
67
59
56
56
55
52
Rank
1994 –
2004
Turnover
Change
588
149
117
135
133
50
142
52
56
78
34
N/A
24
50
72
36
14
16
53
45
46
358
60
76
18
17
90
-10
71
65
42
63
N/A
54
19
-4
31
45
40
3
10
6
1994 –
2004
Turnover
Change
%
61
40
65
13
13
180
-7
137
116
54
185
N/A
225
38
-6
86
321
250
6
22
13
O4
94
1
2
3
4
5
6
7
8
9
10
11
12=
12=
14
15
16
17
18
19
20
21
1
2
6
4
5
12
3
10
9
7
18
N/A
23
14
8
17
34
31
11
15
13
4.35
This table reveals that apart from two locations, Erdington and Acock’s Green, all of
these larger retail locations gained turnover in real terms and around a half by more than the
benchmark figure.
4.36
The retail dominance of the City Centre is clearly illustrated in the above table which
shows close to a £billion spend. The City Centre, however, draws from a much wider catchment
than the Survey area and its total turnover will therefore be much greater. Indeed, CACI’s Retail
Footprint 2005 has estimated it to be just over £2.2 billion, or over double the 2004 Shopping
Survey area’s spend.
4.37
In contrast to the 18% decline between 1984 and 1994, City Centre retail turnover from
the Survey area has increased in the last ten years by over 60% in real terms. This turnaround
is a direct outcome of the recent major retail floorspace and living accommodation additions that
have taken place. These findings suggest that the City Centre has been successful in increasing
its share of the core catchment spend, at the same time as developing a much wider role as a
regional and national shopping destination. Table 4.4 also suggests that City Centre growth has
not been particularly detrimental to other large retail locations in Birmingham. To the contrary,
no significant retail locations immediately surrounding the City Centre appear to have lost
turnover and Edgbaston (Five Ways) has been strengthened because of its proximity to the
additional City Centre living accommodation that has been provided in recent years.
4.38
Between 1994 and 2004, significant changes have also taken place in the fortunes of
the rest of Birmingham’s Top retail locations.
4.39
One retail location, the Maypole has quadrupled its annual turnover from £14 million to
£59 million. Four locations have tripled their turnovers. These are Castle Vale from £16 million to
65
£56 million, Queslett from £24 million to £78 million, ASDA (Coventry Road) from £34 million to
£97 million and Minworth £50 to £140 million. All of these successful centres have one thing in
common and that is they are predominantly convenience locations anchored by a major
supermarket chain store. The Maypole and Castle Vale both contain recently developed
supermarkets. The total turnover of Minworth is likely be a lot higher than that estimated from
Survey Area residents. This is because of its size, location in relation to the motorway network
and trade emanating from local business park workers,
4.40
Three retail locations have approximately doubled their annual turnovers. These are
Small Heath from £52 to £123 million, New Oscott from £56 to £121 million and Edgbaston
(Five Ways) from £36 to £67 million. All contain a major supermarket chain store and Small
Heath and New Oscott have benefited from recent floorspace additions. In Small Heath,
additional retail development took place in 2001, when approximately 17,000 gross square
metres were added to the centre. In New Oscott, around 7,000 gross square metres were added
at Princess Alice Drive in 2000 and a further 1,300 gross square metres of convenience
floorspace were added to an existing supermarket in 2004. Most of the growth in Edgbaston is
likely to have come from the additional households who have moved into City Centre
accommodation in recent years and from the additional workers in the City Centre as a result of
fuller employment levels.
4.41
Four retail locations have increased their trade by approximately a half. These are
Sutton Coldfield from £149 to £209, One Stop Perry Barr from £117 to £193 million, Selly Oak
Retail Park from £78 to £120 million and Mere Green from £50 to £69 million. Two of these
centres, Sutton Coldfield Town Centre and Mere Green, are performing below the overall market
share benchmark level. They are both traditional centres but Sutton Coldfield is a sub-regional
shopping location with a huge turnover as opposed to Mere Green, which is much smaller. The
latter is also dominated by convenience shopping (over 90%) and performing above the
convenience goods market share benchmark. Four additional comparison units have been
added to Sutton Coldfield in the last ten years but a major supermarket has been lost to
comparison use.The two locations performing above the benchmark level One Stop Perry Barr
and Selly Oak Retail Park are not traditional centres but comprise retail sheds, plus a shopping
mall in the former.
4.42
Five retail locations have a turnover in real terms that is similar or just above 1994 levels
but well below the benchmark. These are Kings Heath, Northfield, Harborne, Handsworth (Soho
Road), and Saltley (Alum Rock Road). All are traditional centres but Kings Heath and Northfield
are much larger than the rest. These ‘Major Centres’ both enjoy a turnover of around £150
million, up from around £135 million ten years ago. Performance is not particularly outstanding
when considered against gross floorspace increases of 2500 gross square metres in Kings
Heath and just over 7,000 in Northfield. The former also benefited from a 1,600 gross square
metre market hall replacement. The remaining three centres have turnovers between £50 and
£60 million. Harborne is a ‘Major Centre’ where gross floorspace has increased by 2,000 sq
metres in the form of a single, mainly comparison goods store. Handsworth (Soho Road) is the
smallest of the ‘Major Centres’ in Birmingham, as measured by turnover, and provides a wide
range of goods including those directed towards the Asian and Afro-Caribbean communities.
1,900 gross retail floorspace was added in 2004. Saltley (Alum Rock Road) is the smallest of
Birmingham’s shopping locations with a turnover in exces of £50 million. Like Handsworth, it
provides a wide range of goods, many directed towards the local diverse population.
4.43
As previously stated, two ‘Major Centres’, Erdington and Acock’s Green, have lost 7%
and 6% of turnover, respectively, over the last ten years but floorspace in both centres has
remained static. Acock’s Green has faced increased competition from two nearby but ‘out of
centre’ retail outlets (Lidl, 1100 sq.m. and Levines 2,200 sq.m.).
4.44
Turnover in local shops outside the main identified centres is particularly difficult to
estimate. This is because people tend to overlook or understate their smaller purchases and
‘top-up’ shopping trips. However, a downward trend appears to be evident. In 1984 10% of total
expenditure went to these outlets. By 1994, this had fallen to 4% and by 2004 decline had
continued but at a slower pace to 3%. Turnover in this category is now a third of its 1984 level.
66
4.45
The increasing competition from the larger centres and major new outlets, coupled with
increasing use of the car continue to contribute to a fall in turnover, closures of many local
shops, vacant premises and conversions to services such as video hire and other uses.
However, the slower decline in recent years could be due to a number of factors including, the
unprecedented growth in retail expenditure, planning legislation, supermarket saturation, an
ageing population and local shops looking further afield for business. With regard to the latter,
recent research from NatWest shows that a fifth of UK small firms admit they now concentrate
their business beyond their local community. This of course can work against local shops if
competing online traders are located outside the area.
Turnover in Centres outside City
4.46
Around a quarter of all expenditure by respondents in the Survey area went to centres
outside Birmingham. This is similar leakage to 1994 and in proportion to the population split of
the survey area. The vast majority (86%) of this expenditure went to other centres in the
Metropolitan Area. Nearly all the rest went to other towns in the West Midlands Region such as
Redditch and Bromsgrove. Only 1% went beyond the Region to London and other places.
Table 4.6
Main Locations Outside City Used by Survey Respondents 2004
Shopping Location
Solihull
Merry Hill
Halesowen
Shirley Retail Park
Oldbury
Shirley Stratford Road
West Bromwich
Chelmsley Wood
Rubery
Bearwood
The Castle / Timberley
Redditch
Walsall
Smethwick
Estimated Spend
Survey Area
Respondents
£m
242
91
82
78
67
66
58
58
53
51
45
38
37
23
Estimated Spend
Birmingham
Respondents
£m
130
51
39
42
29
22
23
20
37
22
23
30
19
4
% of Survey Area
Spend By
Birmingham
Residents
54
56
48
54
43
33
40
34
70
43
51
79
51
17
4.47
Table 4.6 shows that, in general terms, the largest amount of trade flowing out of the
Survey area was directed towards the Solihull / Shirley retail centres. This is a similar position
to the 1994 Survey and represented a combined 2004 turnover of £390m. Solihull Town Centre
has increased its turnover from the Survey area by 133% in the last ten years (2004 prices),
mainly as a result of the Touchwood development. Table 4.5 also reveals that the ‘Top 5’ retail
centres outside Birmingham used by Birmingham residents were Solihill (£130m), Merry Hill
(£51m), Shirley Retail Park (£42m), Halesowen (£39m) and Rubery (£37m). Since 1994, both
West Bromwich and Bearwood have become less popular with Birmingham residents, both
dropping out of the ‘Top 5’. These centres were replaced by Halesowen and Rubery.
4.48
It must be emphasised that none of these estimates adequately represent the total
turnover in these locations. In particular, the Merry Hill and Solihull catchments are much larger
than the Survey area and CACI’s 2005 Retail Footprint turnover estimates for these centres are
£583m and £431m respectively. Maps 3.1 and 3.2 in Chapter 3 show, the locations of Merry Hill
and Solihull Town Centre shoppers from the Survey area. Merry Hill’s trade is concentrated very
67
much in the south western parts of the area and Solihull’s in the south east.
4.49
Excluding Internet, mail order and other retail warehouse outlets, where the location is
not known, about £557m. of Birmingham residents’ spend ‘leaks’ out of the City in a year. This
represents about 13% of City residents’ total expenditure and is a similar proportion to that
found by the 1994 survey (12%). Solihull Town Centre and Merry Hill are drawing about 23%
and 9% respectively of this leakage.
4.50
Trade of course also flows into Birmingham as well as out. Taking the City Centre alone,
it is estimated from the Survey that Birmingham residents spend around £830m at this location.
CACI’s Retail Footprint estimate of the City Centre’s total turnover for 2005 is £2,207m. This
means that around 63% or £1,380m of trade flows into the City Centre from outside
Birmingham. This alone is two and a half times the total trade ‘leakage’ for the whole of
Birmingham referred to in the previous paragraph. The City is therefore a significant exporter of
retail services.
68
Chapter
5
Profiles of Main Retail Locations
69
70
List of Main Centre Profiles
City Centre
Acocks Green
Castle Vale
Cotteridge
Erdington
Fort Retail Park
Fox & Goose
Hall Green
Harborne
Kings Heath
Kingstanding (The Circle)
Kingstanding (Hawthorn Road)
Maypole
Mere Green
Moseley
New Oscott
Northfield
One Stop (Perry Barr)
Saltley (Alum Rock Road)
Selly Oak (Retail Park)
Sheldon
Small Heath
Sparkhill
Springfield
Stirchley
Sutton Coldfield
Swan Yardley
Wylde Green
71
CITY CENTRE
Location
© Crown Copyright (2006). All rights
reserved. Ordnance Survey Licence number
100021326
Central shopping area within
Queensway
London
183Km
Manchester
129Km
Walsall
15Km
Dudley
16Km
Wolverhampton 23Km
Solihull
14Km
Coventry
31Km
West Bromwich 13Km
GENERAL CHARACTER
KEY FACTS
Turnover Rank Order in City
Floorspace Rank Order in City
1st
1st
Estimated Turnover 2004
£946m
Estimated Turnover 1994 (2004 prices)
£588m
Turnover Performance# 1993-2004 5% Above Market Share Retention Level
Turnover in Convenience Goods
4%
Floorspace*Total at 2004
Floorspace* Change 1995 - 2004:
Floorspace* Vacancy Rate at 2004:
Number of Retail Units:
239,700sq.m
157,100sq.m
Up 53%
20%
880
Within 3 Km. Within 16 Km. Within 35Km.
Population
108,000
1,863,000
3,633,000
Households
42,000
750,000
1,472,000
Population aged 16 – 64 in Social Grades A & B
15%
19%
22%
Food & Grocery
Clothing & Footwear
Shoppers travelling by car
32%
52%
Shoppers travelling by bus
37%
38%
Shoppers walking
24%
4%
Shoppers in black & minority ethnic groups
34%
28%
Shoppers aged under 25
17%
14%
# Compared with overall retail expenditure increase in Survey Area
* Floorspace includes area within Queensway/Bull Ring.
72
GENERAL CHARACTER
The City Centre is the
cornerstone of the City
Council's commitment to
raise Birmingham's national
and international profile. It
includes five department
stores,
seven
shopping
malls (The Bull Ring, The
Mailbox, The Pallasades,
The Pavilions, Martineau
Place, City Plaza, The
Arcadian), six markets and a
wide range of comparison
shopping. The Bullring is
one of the
largest city
centre retail regeneration
schemes in Europe.
Birmingham City Centre
In the last decade, the City Centre has undergone enormous physical and structural change.
It is now a highly attractive and accessible place where people can shop, live, work, spend
leisure time and do business.
Although the Centre is predominantly a comparison goods location, 85% of trade coming from
the Survey area comprised ‘other comparison goods’ which includes clothing and footwear.
Lower than average proportions were spent on the remaining comparison categories
including electrical and gas goods, furniture and carpets and DIY.
PERFORMANCE AND TRENDS
CACI’s Retail Footprint 2005 estimates the City Centre’s total turnover to be in the region of
£2.2 Billion. It is estimated that £946 million or 43% of this was spent by residents of the
Survey area.
The City Centre is the largest retail centre in the Region and attracts 18% of convenience and
comparison expenditure generated within the Survey area or 23% of Birmingham residents’
spend. In the last 10 years, it has increased turnover from the Survey area by 61% in real
terms. This has resulted in a ‘local’ market share increase of 5%, almost certainly as a direct
result of the Bull Ring and other retail redevelopments. Its Regional market share growth is
unknown but is likely to be even greater.
The proportion of Survey Area spend on comparison goods (96%) is slightly higher than ten
years ago, again reflecting the Bull Ring redevelopment. However, several convenience
stores have opened since the Survey was undertaken.
Floorspace has increased by 53% in the last ten years compared with a decrease of 27%
during the previous ten years. The relatively high floorspace vacancy rate of 20% in 2004 was
mainly due to redevelopment. New units, which were awaiting occupation at that time, have
subsequently been taken up.
The number of retail units in the City Centre was 880 in 2004. This growth of 37% over the
last ten years is much lower than the floorspace growth and reflects the increase in larger
units.
73
MAJOR STORES
Debenhams, Selfidges and Dixons at Bull Ring
House of Fraser (fmr.Rackhams), Harvey Nichols, Marks and Spencer, BHS, Beatties, Boots,
Argos (2 stores), W.H.Smith, Woolworth, Waterstones, Toys R Us, Virgin, Habitat and other
multiple stores; H & M Clothes, Primark and other clothes multiple stores.
TRANSPORT
Good public transport links from all parts of the Region: three railway stations (New Street,
Snow Hill, Moor Street), Wolverhampton Metro line (Snow Hill), long distance coach station
(Digbeth) and a large number of regular bus services. Several large public car parks.
PROFILE OF SHOPPERS
The City Centre’s dominance as a comparison goods location stretches way beyond the
Survey area. Its popularity as a convenience centre is particularly apparent in the areas of
Ladywood and parts of Aston, Sparkbrook, Soho and Nechells. It is also popular with City
Centre workers and tourists.
The proportion of Black minority groups using the City Centre is higher than the average for
all goods. Average proportions of Asians buy their clothing here but fewer than average shop
for food and grocery. The City Centre User Survey 2004, which covers the whole of its
catchment, records a much lower proportion of visitors from the Black and Minority Ethnic
groups and one that is in line with the Region’s population as a whole.
Shoppers tend to be younger than average, a finding that is confirmed by the 2004 City
Centre Survey. Over the last ten years, the increase in under 25s purchasing clothing and
footwear has been only marginal. Conversely, the proportion purchasing convenience goods
has almost doubled to 17%, although this will have only a marginal overall impact as
convenience spend is a very small proportion of total turnover.
The proportion of car borne shopping trips from the Survey area is below average, reflecting a
below average car ownership. However, the proportion of shoppers travelling by car for
clothing and footwear purchases has increased from 44% to 52% in the last ten years. As
these goods make up 85% of the City’s turnover, this is likely to have had a noticeable impact
on congestion and car parking. Bus patronage is above average and walking is about
average. When the whole of the City centre’s catchment is taken into account, car usage
lowers, bus patronage remains the same but train journeys increase by a factor of four.
City Centre convenience shoppers cite nearness to home and general convenience as
reasons for shopping there. However, range of shops and good choice of products are more
important to clothing and footwear shoppers.
The proportion of shopping households from the Survey Area living in owner occupied
property is about average. Access to the Internet by shopping households is also average.
RECENT DEVELOPMENTS
1996 - The Burlington Arcade (refurb.comp.95/96) - 6,300 sq.m. gross
1997 - Caxtongate (Ph.1) - 8,360 sq.m. gross
2001 - St. Martins Indoor Market - 4,200 sq.m. gross
2001 - The Mailbox - 20,000 sq.m. gross
2002 - Caxtongate Ph 2 - 6,020 sq.m. gross
2002 - Martineau Galleries Ph 1 - 6,470 sq.m. gross
2003 - Bull Ring - 115,200 sq.m. gross
COMMITED DEVELOPMENTS - 2004 POSITION (1,000 sq. m gross and above)
Bull Ring Bridge Link - Retail 7,790 sq.m. gross - Under Construction
74
Tesco New Street; - Retail 2,440 sq.m. gross - Under Construction
Orion Building - Overall – 1830 sq.m gross (provisional, – retail unknown) Full planning permission
Martineau Galleries Ph2 – Overall 85,000 sq.m. gross (revised, retail unknown) –
Outline planning permission
Masshouse Redevelopment Ph1 – Overall 3,700 sq.m. gross (provisional, retail unknown) –
Masshouse Redevelopment Ph2 – Retail 8,800 sq.m. gross (provisional) –
Bristol St. Monoco House, Nova House, Bristol St. Motors – (Defer/informal approval,
retail unknown).
N.B. Since 1987, City Centre surveys have covered area within Ring Road, including
Five Ways and Broad Street. Area surveyed in 1994 included shops within Queensway
and Bull Ring Centre only: 2004 floorspace figure given above relates to same area
surveyed in 1994.
75
ACOCKS GREEN
Location
100021326
Warwick Road (A41) / Westley Road
/ Shirley Road.
6.5Km S.E of the City Centre.
KEY FACTS
Location
15th
12th
£68m
£72m
Turnover Performance# 1993-2004 38% Below Market Share Retention Level
61%
Floorspace Total at 2004
Floorspace Total at 1993:
Floorspace Change 1993 - 2004:
Floorspace Vacancy Rate at 2004:
12,200 sqm
10,800 sq.m
Up 13%
9%
86
Population within 3Km.
133,000
Households within 3Km.
52,000
Population aged 16 – 64 in Social Grades A & B within 3Km. 19%
Shoppers walking
Food & Grocery
64%
15%
15%
9%
8%
Clothing & Footwear
72%
14%
8%
6%
4%
76
GENERAL CHARACTER
Compact, busy suburban
centre. Good range of
convenience
shopping;
several foodstores and a wide
range of shops. Some
environmental problems due
to through traffic on Warwick
Road.
Acocks Green Centre
PERFORMANCE AND TRENDS
With a 2004 turnover of £68 million from the Survey Area, the centre’s performance is below
its 1994 level in real terms and substantially below the level required to retain its market
share. The Centre relies on convenience goods for 61% of its trade. This has changed little
since 1994 and will have curbed its performance to some extent. Acocks Green’s turnover
ranking amongst Birmingham’s centres has dropped from 8th to 15th position. During the last
ten years, the number of retail units has increased from 83 to 86 resulting in a 13% increase
in net retail floorspace. However, the floorspace vacancy rate has doubled. The floorspace
changes are a result of redevelopment (Aldi etc. Warwick Rd), closure of the Co-op (now
Wilkinsons) and minor boundary changes to the centre.
MAJOR STORES
Morrison, Woolworth, Boots, Argos, Wilkinson, Aldi, Blockbuster Video, Farmfoods, Co-op*
Poundstretcher, Dennetts furniture and others.
TRANSPORT
Regular rail link between Birmingham and Solihull.
Served by a regular showcase bus route in Yardley and Hall Green directions. Regular buses
to Birmingham Airport, Solihull, Moseley and Birmingham City. Half hourly routes to
Sparkbrook, Stetchford and Shirley.
PROFILE OF SHOPPERS
This centre draws its shoppers from Acocks Green, and parts of South Yardley, Springfield
and Solihull.
Above average proportions of elderly convenience shoppers and middle aged and elderly
clothing and footwear shoppers. Use of the car is high, particularly for clothing and footwear
purchases. This reflects an above average car ownership level. Bus use is about average for
convenience trips but well below for clothing and footwear trips. Walking is below average for
convenience but above average for clothing and footwear trips. This centre is used because
of its convenient location, nearness to home and a good choice of products.
Households shopping here have an average level of home ownership and just below average
access to the Internet.
RECENT DEVELOPMENTS
None
None
77
CASTLE VALE
Location
© Crown Copyright (2006). All rights reserved.
A452 Chester Road.
Also access from Tangmere Drive
8.0 Km NE of the City Centre.
KEY FACTS
18th=
21st
£56m
£16m
Turnover Performance# 1993-2004 129% Above Market Share Retention Level
48%
8,600 sq.m
5,100 sq.m
Up 69%
0%
9
82,000
35,000
Shoppers walking
Food & Grocery
82%
7%
8%
8%
Clothing & Footwear
80%
20%
0%
8%
4%
78
8%
GENERAL CHARACTER
The Centre, which forms a
commercial and social focus for
the regenerated Castle Vale
housing
estate,
was
completely redeveloped in
2000, includes a superstore,
small shops and retail park
located off Chester Road
(A452), a main commuter
arterial from the hinterland to the
City Centre. The Centre faces a
new public square providing a
pedestrian link to the main part
of the estate and is protected by
CCTV. It is vibrant, attractive
and trading well, attracting
custom from the local estate and
also surrounding areas. Some of
the smaller shops were taken up
by businesses from the old centre.
Castle Vale Centre
PERFORMANCE
The redevelopment of this Centre has clearly paid off. The Centre is thriving and turnover has
grown rapidly since 2000. It now stands at three and a half times its 1994 level in real terms.
This represents an increase, which is 129% above the level required to retain market share.
The centre has shot up from 31st to 18th within the turnover rankings for Birmingham’s retail
locations. The current floorspace is 8,600 sq.m. but comparative data for 1994 are not
available. The Centre enjoys a zero floorspace vacancy rate.
MAJOR STORES
Sainsbury, Thomas Cook, Argos, Comet, TK Maxx
TRANSPORT
Showcase route through Aston to Birmingham City. Frequent services to Sutton Coldfield,
Erdington, Solihull, Chelmsley Wood and around Castle Vale.
Good pedestrian and cycle links to the whole estate are present
PROFILE OF SHOPPERS
The bulk of Castle vale shoppers come from the Erdington and Tyburn areas. Above average
middle aged convenience shoppers and well above average clothing and footwear shoppers
in the 25 to 39 age group. Use of the car is very high for all types of shopping, reflecting a
well above average car ownership level. Conversely, use of the bus and walking are well
below average. Choice of products, nearness to home and low prices are important to this
centre’s shoppers.
Households shopping here have an above average level of home ownership and well above
average access to the Internet.
RECENT DEVELOPMENTS
2000 – Castle Vale Centre completely redeveloped at a cost of £35 million, providing a 6,000
sq.m. gross Sainsbury supermarket and 7,800 sq.m. of non-food retailing plus smaller retail
units.
None
79
COTTERIDGE
Location
100021326
Pershore Road (A441)
/Watford Road (A4040)
7.5Km south of the City Centre.
KEY FACTS
49th=
33rd
£8m
£18m
Turnover Performance 1993-2004# 71% Below Market Share Retention Level
84%
4,500 sq.m
4,400 sq.m
Up 2%
11%
60
107,000
45,000
Shoppers walking
Food & Grocery
45%
42%
9%
0%
3%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
80
GENERAL CHARACTER
Dispersed shopping centre
at road junction. Main
shopping
area
along
Watford Road busy and
well-maintained.
Mostly
small shops, with two main
foodstores. wide range of
goods and services. Some
former retail premises on
fringes of centre now
converted to residential use.
Cotteridge Centre
PERFORMANCE
Compared with other retail centres in Birmingham, Cotteridge is well down the rankings for
both turnover size and floorspace. In real terms, it is operating with a turnover from the
Survey Area, which is only 44% of its 1994 level. This is well below the level required for the
Centre to retain its market share. Performance will have been severely restricted by the
heavy reliance on convenience goods for over 80% of its trade. If anything, the Centre
appears to have become slightly more dependent on convenience goods than it was 10 years
ago. Two retail units have been lost in the last ten years and the floorspace vacancy rate now
stands at 11%, compared with 16% in 1994.
MAJOR STORES
Woolworth, Boots, Kwik Save, Spar, Levines
TRANSPORT
Regular rail service at Kings Norton Station to Birmingham City, Redditch and Lichfield.
Regular showcase bus route in Harborne and Kings Heath directions. Regular buses also
serve Stirchley, Birmingham City and West Heath. Less frequent services go to Maypole,
Northfield, Redditch and Alvechurch .
PROFILE OF SHOPPERS
Continues to serve a mainly local catchment area, including King’s Norton and Bournville.
The proportion of shoppers aged 60 plus is well above average. Shoppers using this centre
are keen bus users, with car trips well below average, reflecting a just below average car
ownership level. Walking is also well below average.
Customers tend to be elderly, particularly those shopping for clothing and footwear. Nearness
to home and low prices are important to Cotteridge shoppers.
Households shopping here have a well below average level of home ownership and below
RECENT DEVELOPMENTS
None
None
81
EDGBASTON (FIVE WAYS)
Location
Junction Broad St. / Hagley Rd. /
Islington Row
© Crown Copyright (2006). All rights reserved.
1.5Km S.W of the City Centre.
KEY FACTS
16th
20th
£67m
£36m
Turnover Performance 1993-2004
22% Above Market Share Retention Level
94%
Floorspace Change 1995 - 2004
8,700 sq.m
8,300 sq.m
Up 5%
14%
43
88,000
37,000
Population aged 16 – 64 in Social Grades A & B within 3Km.
9%
Shoppers walking
Food & Grocery
54%
17%
23%
30%
15%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
82
GENERAL CHARACTER
Shopping area around major
Ring Road interchange severed by roundabout and
dual
carriageway.
Now
considered to be part of the
City Centre, to which it is
physically linked by Broad
Street.
Floorspace figure relates to
Five Ways only: i.e. two
purpose-built
shopping
centres, a large foodstore
and a separate parade of
small shops.
Edgbaston Centre
Poor pedestrian access (via subway) to different parts of centre. Auchinleck Square
becoming run down as it awaits redevelopment. There has been some office and retail
redevelopment but still run down in parts.
PERFORMANCE
Edgbaston has performed well over the last ten years. The fact that 94% of its trade comes
from convenience goods has not curbed its success in any way. Its turnover growth is 22%
above the level required for the centre to retain its market share and its turnover ranking is
similar to that achieved in 1994. The Centre has moved up one position, to 16th in
Birmingham’s retail location turnover rankings. This performance has been achieved despite
a loss of 3 retail units and a threefold increase in the floorspace vacancy rate since 1994.
MAJOR STORES
Boots, Tesco, Select & Save
TRANSPORT
Regular rail service from the station (a short walk away), to Birmingham City, Redditch and
Lichfield.
Regular bus routes serve Edgbaston, Erdington, Ladywood, Sparkbrook, Perry Barr, Merry
Hill, Halesowen, Stourbridge, Bearwood, Bartley Green, Selly Oak, Quinton, Kitwell,
Harborne, Northfield, Woodgate, Moseley and Acocks Green.
PROFILE OF SHOPPERS
Shoppers at this centre are a mixture of residents, mainly from Ladywood and Edgbaston with
some custom coming from Harborne, Soho and Quinton, and people who work or study in the
vicinity. The Centre is well used by minority ethnic communities because of proximity. Users
are younger than average with a noticeable absence of shoppers aged 60 plus. The travel
profile for convenience shopping trips is about average with slightly less car trips. However,
car trips for clothing and footwear purchases are high and bus travel is well below average.
Car ownership amongst shoppers is just above average. They choose this location mainly
because of its nearness to home.
Households shopping here have a well below average level of home ownership and average
RECENT DEVELOPMENTS
2003 Broadway Plaza 26000 sq.m. of service outlets including a cinema, bowling alley,
fitness club and a range of bars and restaurants.
Shopping Centre Redevelopment – Overall 10,100 sq.m. gross (Retail unknown) –
UDP policy commitment
83
ERDINGTON
Location
100021326
High Street (B4139), bypassed by
Sutton New Road (A5127)
6Km north of the City Centre.
KEY FACTS
7th
5th
£132m
£142m
Turnover Performance 1993-2004 39% Below Market Share Retention Level
36%
Floorspace Change 1993 - 2004
24,400 sq.m
21,900 sq.m
Up 11%
8%
149
96,000
42,000
Shoppers walking
Food & Grocery
47%
22%
26%
13%
6%
Clothing & Footwear
47%
43%
8%
13%
5%
84
GENERAL CHARACTER
Important shopping centre
offering wide range of both
convenience and comparison
goods. Partly pedestrianised.
Includes one purpose - built
shopping precinct and two
market halls.
Erdington Centre
PERFORMANCE
Erdington’s estimated turnover from the Survey Area is £132m. In real terms, this is £10m
below its 1994 level and substantially below the level require to maintain its market share. As
in 1994, the Centre obtains less than 40% of its trade from convenience goods, so growth
should have been somewhat higher. Erdington has slipped from 4th to 7th in Birmingham’s
retail locations turnover rankings. Floorspace has increased by 11% mainly as a result of
redevelopment at 115 Sutton New Road. There are 149 retail units in the centre, 5 less than
10 years ago and the floorspace vacancy rate is one and a half times its 1994 level.
Increased competition from an expanded Sutton Coldfield Town Centre and development of
the Fort and Castle Vale shopping Centres will have had some impact on the fortunes of this
Centre.
MAJOR STORES
Littlewoods, Woolworth, Boots, Iceland, Co-op Extra superstore, Kwik Save, Traditional
Furniture stores, W.H.Smith, Fads, Farmfoods, Poundland, Blockbuster video and many other
multiples.
TRANSPORT
Regular rail service to Birmingham City, Redditch and Lichfield.
Regular showcase bus route serving Perry Barr and Alum Rock. Regular buses to Small
Heath, Birmingham City, Ladywood, Castle Vale, Sutton Coldfield, Mere Green. Half hourly
services to Tamworth, Erdington and Stockland Green. Infrequent services to New Oscott,
Kingstanding, Minworth, Roughley, Falcon Lodge, Walmley and Pype Hayes.
PROFILE OF SHOPPERS
Serves a cluster of wards in the north-eastern suburbs of the City, including Erdington,
Kingstanding, Stockland Green and Tyburn. Above average proportion of shoppers are aged
60 plus with below average proportions of the younger age groups. Car usage among
shoppers is below average, being replaced mainly by bus travel and walking. This reflects a
below average car ownership level. General convenience, nearness to home and a good
choice of products are important considerations for Erdington shoppers.
Households shopping here have a below average level of home ownership and well below
RECENT DEVELOPMENTS
None
None
85
THE FORT RETAIL PARK
Location
100021326
Access via Fort Parkway, linked to
the A452 Chester Road at Castle Vale
or from the A38 Tyburn Road or
Heartlands Spine Road.
5.9 Km NE of the City Centre.
KEY FACTS
12th=
9th =
Turnover Performance 1993-2004
78m
New Location
New Location
11%
13,700 sq.m
N/A
N/A
0%
27
112,000
45,000
Shoppers walking
Food & Grocery
N/A
N/A
N/A
N/A
N/A
Clothing & Footwear
85%
10%
1%
18%
10%
86
GENERAL CHARACTER
Out-of-centre retail Park comprising 27 units, selling mainly comparison goods.
PERFORMANCE
With an estimated turnover of £78 million from the Survey Area, this is a new Centre that has
entered both the turnover and floorspace rankings of Birmingham’s retail centres at 12th
position. It is likely that the catchment area of this centre will be much wider than the survey
area and total turnover will therefore be greater than that stated above. Nearly all of its
turnover is generated from the sale of comparison goods. At the time of the survey, all units
were occupied.
MAJOR STORES
BHS, Mothercare, W H Smith, Boots, HMV, Clarks, Dixons, Adams, JJB Sports, Next,
Brantano, River Island, Holiday Hypermarket and many others.
TRANSPORT
Regular bus service to Castle Vale, Erdington and Sutton.
PROFILE OF SHOPPERS
Draws from a very wide catchment beyond the survey area. Within Birmingham, this centre is
particularly popular with comparison shoppers from Shard End, Hodge Hill, Tyburn,
Stechford, Stockland Green, Washwood Heath and the Sutton wards of Vesey and New Hall.
Above average proportions of shoppers aged 25 to 59 and a below average proportion of
those aged 60 plus. The proportion of car borne shoppers is very high, reflecting a well above
average car ownership level. Conversely, bus use and walking are well below average.
Range of shops and choice of products, general convenience draw customers to this centre
RECENT DEVELOPMENTS
1997 – The Fort Retail Park completed 22,800 sq.m. gross (26 units)
None
87
FOX & GOOSE
100021326
Location
Washwood Heath Road /
Coleshill Road (A47)
5.5Km east of the City Centre.
KEY FACTS
29th
23rd=
£32m
£28m
89%
8,300 sq.m
8,400 sq.m
Down 1%
5%
46
127,000
47,000
Shoppers walking
Food & Grocery
51%
20%
23%
23%
14%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
88
GENERAL CHARACTER
Compact centre, based on
important
junction.
Provides wide range of
goods
and
services.
Purpose-built Fox & Goose
Shopping Centre contains
foodstore, a range of small
shops and own car park.
At corner of Coleshill
Road/Stechford Lane are
three retail units and social
club converted from former
B & Q. Rest of centre
consists of parades of
small shops. Low vacancy
rate, but almost 50% of
shops in service use.
Fox and Goose Centre
PERFORMANCE
The estimated turnover for this Centre from the Survey area is £32m. Although a little higher
than its 1994 turnover, growth has been 25% below what is required to retain market share.
The Centre’s performance has been curbed by the fact that it relies very heavily on the sale of
convenience goods. Its floorspace is fairly static but there are 3 fewer units than 10 years
ago. It falls well down the rankings when compared with other Birmingham centres for both
turnover and floorspace. The floorspace vacancy rate has remained static at 5%.
MAJOR STORES
Poundstretcher, Somerfield, Aldi, Farmfoods.
TRANSPORT
Frequent showcase route serving Erdington and Yardley directions. Regular bus services to
Chelmsley Wood, Saltley, Small Heath, Perry Barr and Birmingham City. Infrequent services
to Sheldon, Haymills, Kingshurst and Shard End. There is also an occasional service to
Sparkhill.
PROFILE OF SHOPPERS
Custom is mainly drawn from Washwood Heath, Hodge Hill and Stechford.
Shoppers are older than average and the centre receives a lot of support from those aged 60
and over. Car usage on shopping trips is below average, even though car ownership is just
above average. Journeys by bus and on foot are both higher than average. This centre’s
main attraction is its close proximity to users.
Households shopping here have a below average level of home ownership and below
RECENT DEVELOPMENTS
None
Additional Development fronting Bromford Lane - Retail 6,300 (provisional) –
Adopted Local Action Plan
89
HALL GREEN
100021326
Location
Stratford Road (A34)
5.5Km S.E. of the City Centre.
KEY FACTS
22nd
27th
£48m
£19m
Turnover Performance 1993-2004# 65% Above Market Share Retention Level
75%
Floorspace* Total at 1993:
5,800 sq.m
5,800 sq.m
No Change
9%
44
138,000
52,000
Shoppers walking
Food & Grocery
79%
3%
14%
12%
5%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
* Floorspace survey only covered part of Hall Green Shopping Centre - see overleaf
90
GENERAL CHARACTER
Linear centre on major road
supplying
mainly
convenience goods.
Main
part of centre comprises
parades
of
small
shops/service
units,
a
foodstore and a DIY outlet.
Part of Centre, south of
railway line (omitted from
Survey) includes small shops
and foodstore.
Hall Green Centre
PERFORMANCE
Hall Green’s turnover in 2004
from the Survey Area was £48m. This is well above the level required to maintain its market
share. As the Centre relies on convenience goods for 75% of its turnover, this performance is
particularly encouraging. However, this growth needs to be considered with caution as there
is a possibility of mistaken identity on the part of respondents . The floorspace and
floorspace vacancy rate have remained fairly static during the last 10 years. It should be
noted that the floorspace quoted for this Centre in the 1994 Shopping in Birmingham Report
was 4,800 square metres. This has been revised to 5,800 as a result of a boundary change.
MAJOR STORES
Somerfield, Wickes (Waitrose outside survey area).
TRANSPORT
Hall Green station is served by rail services to Stratford and Birmingham City.
Frequent showcase route in Yardley and Kings Heath directions. Regular bus services to
Sparkhill, Shirley, Solihull and Birmingham City. Hourly buses serve Stratford, Henley and
Acocks Green.
PROFILE OF SHOPPERS
Catchment includes mainly Hall Green and to a lesser extent Springfield and parts of Solihull.
Shoppers tend to be middle aged or elderly. High proportions use a car when shopping
reflecting a well above average car ownership rate, with many households owning two or
more cars. Relatively low proportions travel by bus or walk.
Nearness and general convenience are the important attributes of this centre.
Households shopping here have a well above average level of home ownership and well
above average access to the Internet.
RECENT DEVELOPMENTS
None
None
N.B. Floorspace figure relates to part of centre; rest of centre is approximately 2,000
sq.m.
91
HANDSWORTH (SOHO ROAD)
Location
100021326
Soho Road (A41)
3.5KmN.W. of the City Centre.
KEY FACTS
20th
13th
£55m
£45m
55%
Floorspace Change 1993 – 2004:
11,600 sq.m
8,700 sq.m
Up 33%
20%
177
124,000
47,000
Shoppers walking
Food & Grocery
48%
23%
23%
83%
17%
Clothing & Footwear
55%
20%
15%
84%
9%
92
GENERAL CHARACTER
Linear centre, on busy and
often
congested
road;
includes Handsworth open
market. Almost exclusively
small independent shops,
many serving specific local
minority ethnic communities.
Several
shops
were
improved in 1980’s and more
recently there has been
some new redevelopment.
PERFORMANCE
Handsworth (Soho Road) attracted a turnover from the survey area of £55m, representing a
performance that is 20% below the level required for the Centre to retain its market share.
The Centre’s turnover comprises an almost equal share of comparison and convenience
sales. In 1994 the proportion of comparison goods turnover was significantly higher at 68%.
The centre has dropped to 20th in the turnover ranking of Birmingham’s retail locations, down
from 15th in 1994.However, following recent investment in the Centre, the number of retail
units has increased by 16 and the floorspace by 33%. Although the floorspace vacancy rate
had increased to 20% at 2004, it should be noted that this included a number of properties
which were in the process of refurbishment.
MAJOR STORES
Kwik Save, S&D Supermarket, Iceland, Badial Store
TRANSPORT
There is a regular tram link to West Bromwich, Wolverhampton and Birmingham City.
Regular buses serve West Bromwich, Dudley, Wednesbury, Wolverhampton and Birmingham
City. Half hourly services go to Perry Barr and Merry Hill. Infrequent services go to
Bearwood.
PROFILE OF SHOPPERS
Most shoppers come from Soho and to a lesser extent Handsworth and Lozells. The Centre
is extremely popular with black and minority ethnic shoppers, these making up over 80% of
patrons.
Shoppers are younger than average and the absence of those aged 60 and above is
particularly noticeable. Car usage among shoppers is below average, as is car ownership.
This is replaced by bus travel and walking. Close location and general convenience attract
shoppers to this centre.
Households shopping here have an average level of home ownership and below average
RECENT DEVELOPMENTS
2004 - 1,900 sq m. gross Al Noor shopping centre
163 Soho Road – Retail 1,100 sq.m. gross –
Full planning Permission
93
HARBORNE
100021326
Location
High Street (B4124)
4Km S.W. of the City Centre.
KEY FACTS
18th=
14th
£56m
£53m
77%
11,000 sq.m
9,600 sq.m
Up 15%
5%
107
104,000
44,000
Shoppers walking
Food & Grocery
59%
18%
20%
9%
7%
Clothing & Footwear
69%
15%
6%
4%
4%
94
GENERAL CHARACTER
Linear
shopping
centre,
concentrated around busy High
Street - congested, particularly
at peak times. Good range of
convenience shopping, market
hall, also several multiple
stores.
Harborne Centre
PERFORMANCE
At £56m, turnover is just £3m above its 1994 level in real terms and significantly below that
required to retain its market share. The Centre has dropped from 10th to 18th position in
Birmingham’s retail location turnover rankings. Performance will have been constrained by a
heavy reliance on convenience goods turnover. Floorspace has grown by 15% in the last ten
years as a result of redevelopment (M&S etc. High Street) and a minor boundary change.
The floorspace vacancy rate is a third of its 1994 level at 5%. During the last 10 years, 14
retail units have been lost.
MAJOR STORES
Marks & Spencer, Boots, W.H. Smith, Iceland, MFI, Morrison, Somerfield, and others.
TRANSPORT
Regular showcase route serving Cotteridge and Bearwood directions. Regular routes serve
Bartley Green, Selly Oak, Kitwell, Woodgate, Northfield, and Birmingham City. Half hourly
services run to Merry Hill, Halesowen, Smethwick, Quinton, and West Bromwich.
PROFILE OF SHOPPERS
Centre serves mainly Harborne, Quinton, Bartley Green and parts of Edgbaston. Average
levels of middle aged shoppers with slightly lower proportions of younger and higher
proportions of older shoppers. Mode of travel is about average for convenience goods but
there is a greater than average use of the car for clothing and footwear purchases, mainly at
the expense of bus travel. Households using this centre have a just above average car
ownership level. The main attractions of this centre are its nearness and general convenience
for customers.
Households shopping here have an above average level of home ownership and above
RECENT DEVELOPMENTS
2001 - Marks & Spencer 2,000 sq.m gross.
None
95
KINGS HEATH
100021326
Location
High Street/Alcester Road (A435)
5Km south of the City Centre
KEY FACTS
4th
3rd
£153m
£135m
44%
27,400 sq.m
24,300 sq.m
Up 13%
12%
164
133,000
51,000
Shoppers walking
Food & Grocery
48%
27%
19%
18%
7%
Clothing & Footwear
55%
37%
5%
12%
8%
96
GENERAL CHARACTER
Major suburban shopping
centre with wide range of
both convenience and
comparison
shopping.
Linear form, along busy
traffic route. Includes one
small
market
style
shopping mall (Kings
Court),
Supashoppa
market hall, two major
foodstores
and
wide
range of small shops.
Kings Heath Centre
PERFORMANCE
The 2004 survey Area turnover for this Centre was £153m, significantly below that required to
maintain its market share. Even so, the Centre maintained its 4th position within Birmingham’s
retail locations turnover rankings. The convenience / comparison mix present at this centre
has not been detrimental to turnover performance. Floorspace was up by 13% in the last ten
years, as a result of redevelopment (58-76 Alcester Road South) and a minor boundary
change. During the same period, the floorspace vacancy rate was up from 4% to 12% and the
number of retail units declined by 4.
MAJOR STORES
Homebase, Allied Carpets, International Stock, Woolworth, Boots, W.H. Smith, Argos,
Sainsbury, Safeway, Iceland and others.
TRANSPORT
Regular showcase route serving Cotteridge and Hall Green directions. Regular bus routes to
Pool Farm, Hawkesley, Northfield, Stirchley, Yardley, Shirley, Solihull, Selly Oak, Moseley
and Birmingham City. There are also infrequent routes serving Wythall, Redditch, Billesley,
Sparkbrook and Birmingham City.
PROFILE OF SHOPPERS
Kings Heath serves many of the City’s southern suburbs, including Bournville, Brandwood
Billesley, Moseley and Kings Heath. Slightly older than average shopper age profile. There is
a higher than average use of the bus for shopping, at the expense of car travel. This is
particularly noticeable for convenience shopping and reflects a below average car ownership
level. Close proximity, general convenience and a good choice of products are the main
strengths of this centre.
Households shopping here have an above average level of home ownership and above
RECENT DEVELOPMENTS
1999 – Lidl 1,000 sq.m. gross
2002 – Poundstretcher, Dream Beds, Carphone Warehouse 1,500 sq.m. gross
2002 – Indoor Market to replace previous units damaged by fire 1,600 sq.m. gross
None
97
KINGSTANDING (THE CIRCLE)
100021326
Location
Kingstanding Road / Kings Road
8.5Km north of the City Centre.
KEY FACTS
40th=
37th
£15m
£17m
74%
3,600 sq.m
3,300 sq.m
Up 9%
8%
38
90,000
37,000
Shoppers walking
Food & Grocery
45%
20%
33%
7%
10%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
98
GENERAL CHARACTER
Compact local shopping
centre based around a major
junction. Provides a range of
shops
and
services,
including library. Purposebuilt shopping mall at southwest corner of junction
contains most of major
stores
and
has
been
refurbished recently. Several
parades of other shops
grouped around traffic island.
Kingstanding (The Circle) Local Centre
PERFORMANCE
At £15m, turnover is down on its 1994 level by £2m in real terms. This performance is
substantially below that required for this Centre to retain its market share. The fact that the
Centre relies on convenience goods for three quarters of its turnover will have constrained
performance to some extent. The reliance on convenience goods sales is up from 64% in
1994. Floorspace has increased by 9%, a result of redevelopment (Iceland), and the
floorspace vacancy rate is now running at 8%, or two-thirds its 1994 level. The number of
retail units has declined by 3 during the period.
MAJOR STORES
Boots, Co-op, Iceland, Farm Foods, BeWise
TRANSPORT
There is a regular showcase route serving Pheasey, Perry Barr and Birmingham City.
Frequent routes also serve West Bromwich, Sutton Coldfield and Great Barr. Half hourly
services go to Sutton Coldfield, Old Oscott, and Walsall. Infrequent services run to Erdington,
New Oscott, Brownhills, Aston, and Bloxwich. There is also one service a day to Boney Hay.
PROFILE OF SHOPPERS
This centre serves a relatively small catchment area comprising Kingstanding and Oscott.
Below average proportion of shoppers aged 40 to 59 and above average proportion of those
aged 60 and over. Car use for shopping trips to this centre is relatively low, reflecting a well
below average car ownership level. Car trips are mainly replaced by shoppers walking to the
centre, or using the bus to a lesser extent. These shops are used because of their close
proximity, general convenience and good choice of products.
RECENT DEVELOPMENTS
2004 – Iceland 700 sq.m. gross
None
99
KINGSTANDING (HAWTHORN RD)
Location
100021326
KingstandingRd / Hawthorn Rd
7 Km north of City Centre
KEY FACTS
45th=
48th
Turnover Performance 1993-2004 #
£11m
£7m
At Market Share Retention Level
60%
2,300 sq.m
2,500 sq.m
Down 8%
0%
29
108,000
44,000
17%
Shoppers walking
Food & Grocery
40%
18%
40%
5%
7%
Clothing & Footwear
38%
43%
19%
9%
0%
100
GENERAL CHARACTER
Local shopping centre,
based on road junction.
Wide range of comparison
shopping; mainly small
shops.
Kingstanding (Hawthorn Rd) Centre
PERFORMANCE
Although its turnover is small, at £11m, Hawthorn Road has retained its market share during
the last 10 years. Floorspace is down by 8% and the floorspace vacancy rate has decreased
from 12% to zero. 5 retail units have been lost during the period.
MAJOR STORES
Woolworth, Littlewoods, Furniture Warehouse
TRANSPORT
Frequent bus services to Erdington, Perry Barr, Small Heath, Pheasey, New Oscott, Sutton
Coldfield, Aston and Birmingham City. Half hourly routes serve Mere Green, with less
frequent routes serving Brownhills. There is also one service a day to Boney Hay.
PROFILE OF SHOPPERS
A similar catchment area to Kingstanding Circle, including mainly Kingstanding and Oscott.
Shoppers tend to be older than average with noticeable support from those aged 60 and
over. Car use for shopping trips to this centre is relatively low, as are car ownership levels
amongst users. Car trips are mainly replaced by shoppers walking to the centre and by bus
travel to a lesser extent
Attractions for users include close proximity and general
convenience.
Households shopping here have well below average level of home ownership and well below
RECENT DEVELOPMENTS
None.
None
101
MAYPOLE
Location
100021326
Alcester Road South (A435),
8Km south of the City Centre.
KEY FACTS
17th=
26th
£59m
£14m
97%
7,300 sq.m
2,400 sq.m
Up 204%
14%
24
76,000
32,000
Shoppers walking
Food & Grocery
75%
8%
14%
6%
8%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
102
GENERAL CHARACTER
Maypole Local Centre is on
the southern boundary of
the City with Bromsgrove.
Located at the junction of
four roads, this centre
continued to decline during
the 1990’s, in terms of both
provision
and
environmental qualiy. In
2003, a new Sainsbury’s
store opened on the corner
of Maypole Lane and
Alcester Road South. This
development is securing
environmental
enhancements to the centre
but the original precinct is
still run down.
Maypole Centre
PERFORMANCE
Turnover at this centre from the Survey Area has shot up from £14m to £59m during the last
10 years, as a direct outcome of a new Sainbury’s development at Alcester Road South.
Turnover, which is 175% above that required to retain the old centres market share, is almost
exclusively generated from the sale of convenience goods. The Centre’s turnover ranking has
risen to 17th up from 34th. position in 1994. Floorspace has increased by 204%, while the
floorspace vacancy rate has increased from 2% to 14%. These changes are mainly due to the
new Sainsbury’s store and the closure of Kwiksave (now vacant). The number of retail units
in the Centre has fallen from 29 to 24. Although overall performance is good, it is likely that
the smaller units in the centre have lost market share over the last 10 years
MAJOR STORES
Sainsbury, Somerfield, Co-op,
TRANSPORT
Frequent bus routes serve Yardley Wood, Sparkbrook, Solihull, Rubery, Northfield,
Longbridge, Kings Heath, Yardley, Selly Oak and Birmingham City. Less frequent services
go to Cotteridge. There are infrequent services to Wythall and Redditch and a once a day
service to Cotteridge.
PROFILE OF SHOPPERS
Catchment includes Billesley, Brandwood, and parts of Kings Norton, Shirley and
Bromsgrove. Shoppers have an average age profile. Households using this centre enjoy a
well above average car ownership level and car borne shopping trips are high. On the other
hand, both bus use and walking are low. Close proximity is by far main attraction of this
centre, along with general convenience, low prices and a good choice of products to a lesser
degree.
Households shopping here have a well above average level of home ownership and above
RECENT DEVELOPMENTS
2003 – Sainsbury 7,400 sq.m. gross
Berkley Shopping Centre – Retail 1,400 Gross (provisional, loss of existing retail buildings)
– Outline planning application awaiting decision
Former Maypole Public House – Retail 1,500 sq.m.gross (provisional) Detailed planning application deferred
103
MERE GREEN
Location
100021326
Lichfield Road (A5127) / Belwell Lane /
Mere Green Road
13Km north of the City Centre.
KEY FACTS
14th
19th
£69m
£50m
91%
9,300 sq.m
8,400 sq.m
Up 11%
3%
51
35,000
15,000
Shoppers walking
Food & Grocery
89%
4%
5%
3%
2%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
104
GENERAL CHARACTER
Northernmost
shopping
centre
in
Birmingham,
centred on road junction.
Very wide range of shops
and services; good choice of
convenience shopping. Main
core is modern shopping
parade on eastern side of
Lichfield Road. Very high
level of service uses, also
small office developments on
edge of centre.
Mere Green Centre
PERFORMANCE
In 2004, Mere Green’s turnover from the Survey Area was £69m, which is just below that
required to retain its market share. However, as this Centre relies on convenience goods for
over 90% of its turnover, the achieved performance is very good and not a cause for concern.
During the last 10 years, floorspace has increased by 11%, mainly because expansion at
Sainsbury’s and a minor boundary change. The floorspace vacancy rate is down from 10% to
just 3%. Four extra retail units were provided during the period.
MAJOR STORES
Woolworth, Boots, Sainsbury, Waitrose, Somerfield
TRANSPORT
Mere Green is a short walk away from Four Oaks station which has regular services to
Lichfield, Redditch and Birmingham.
Frequent buses go to Erdington, West Bromwich, Great Barr, Kingstanding, Sutton Coldfield
and Birmingham City. There is an hourly service to Burton, and Lichfield and half hourly
services to Roughley, and Perry Barr.
PROFILE OF SHOPPERS
This Centre serves a very affluent suburban area extending beyond the City Boundary
including, Four Oaks, Trinity, Little Aston and Streetly. Shoppers have an older than average
age profile, the centre being particularly popular with those aged 60 and over. Households
shopping here have a well above average car ownership, with many two car plus families.
Car shopping trips are therefore very high and bus use and walking very low. Close proximity
and general convenience attract shoppers to this centre as does the choice of products to a
lesser extent.
Households shopping here have a well above average level of home ownership and well
above average access to the Internet.
RECENT DEVELOPMENTS
None
None
105
MOSELEY
100021326
Location
Alcester Road (A435)/St. Mary’s Row
3.5Km south of the City Centre.
KEY FACTS
37th=
31st
£17m
£15m
64%
4,700 sq.m
4,700 sq.m
No Change
38%
55
138,000
51,000
Shoppers walking
Food & Grocery
36%
19%
41%
18%
20%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
106
GENERAL CHARACTER
Compact local shopping
centre of great character,
within Moseley Conservation
Area. Provides range of
convenience
and
comparison
goods
and
services. Small shopping
mall
and
one
major
foodstore.
Mostly
small
independent traders, but
some multiples.
The Centre has suffered
from being close to the
larger Kings Heath Centre.
Improvements to the local
village green and car park
were completed in 1999.
Moseley Centre
Due to a significant increase in pubs and bars, this centre was the first in Birmingham to
introduce a restriction on change of use to drink related premises.
PERFORMANCE
Moseley’s turnover from the Survey Area was £17m in 2004. This was significantly below the
level required for the Centre to maintain its market share. Overall, floorspace has remained
static over the last 10 years but 7 retail units have been lost. The floorspace vacancy rate was
very high at 38% in 2004 but this was influenced by the presence of a large vacant unit which
has subsequently been reoccupied and so should not be treated as typical.
MAJOR STORES
Sainsbury, Boots, Kwik Save
TRANSPORT
Frequent buses go to Acocks Green, Kings Heath, Maypole, Hawkesley and Birmingham
City. Infrequent services go to Wythall and Redditch.
PROFILE OF SHOPPERS
Catchment area serves mainly Moseley and Kings Heath and to a lesser extent Nechells.
Shoppers are relatively young with a noticeable absence of those aged 60 and over. Car
usage is low, mainly replaced by walking to the centre. This is particularly interesting as
shoppers enjoy an above average car ownership level. A nearby and convenient location is
important to users of this centre with some also finding low prices attractive.
Households shopping here have a below average level of home ownership and above
RECENT DEVELOPMENTS
2004 - Sainsbury 500sq.m. gross (mixed residential / retail)
None
107
NEW OSCOTT
Location
100021326
Chester Road / Chester Road North
(A452) / Jockey Road
8.1 Km north of the City Centre
KEY FACTS
9th
9th =
£121m
£56m
63%
13,700 sq.m
9,900 sq.m
Up 38%
3%
39
101,000
42,000
Shoppers walking
Food & Grocery
70%
13%
15%
4%
5%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
108
GENERAL CHARACTER
Dispersed local shopping centre
at major junction. Severed by
busy main roads.
Often
congested, particularly at peak
times - made worse by parking
along
frontage
of
shops.
Pedestrian access difficult. Core
shopping area consists of small
shops, relatively high proportion
of service uses. Large foodstore
and retail warehouse park on
edge of centre at Princess Alice
Drive. Parts of centre appear rundown.
New Oscott Centre
PERFORMANCE
The rapid growth achieved by this Centre between the mid 80s and mid 90s has continued over the
last 10 years. In 2004, turnover from the Survey Area reached £121m. This represents a 100%
plus increase in real terms over the last 10 years and is well above the level required to retain
market share. Floorspace has increased by over a third during the period and the floorspace
vacancy rate has remained low at just 3%, up from 2% in 1994. The Centre has maintained its 9th
position in the turnover ranking of Birmingham’s retail locations. The new development at Princess
Alice Drive and extension to the Tesco’s store have obviously had a significant impact on this
Centre’s performance.
MAJOR STORES
Homebase, Tesco, Kwik Save
Marks & Spencer (Food), Currys, Boots, Au Naturel, Holiday Hypermarket, Next, Multi-York
Furniture at Princess Alice Drive.
TRANSPORT
There are frequent buses to Sutton Coldfield, Perry Barr, Kingstanding, Aston, West Bromwich,
Walsall and Birmingham City. There is a half hourly service to Erdington and infrequent routes
serve Kingstanding.
PROFILE OF SHOPPERS
Sutton Vesey, Kingstanding, Erdington, Streetly and Oscott provide the Centre’s shoppers. They
tend to be older than average, with strong patronage from those aged 60 and above. Car usage is
very high reflecting an above average car ownership level. Bus travel and walking are low. Location
and general convenience are important to users of this centre, as is a good choice of products to a
lesser extent.
Households shopping here have an above average level of home ownership and just above
RECENT DEVELOPMENTS
2000 – Princess Alice Drive, 6 units, 6,900 sq.m. gross
2004 – Tesco extension 1,300 sq.m. gross
None
109
NORTHFIELD
Location
100021326
Bristol Road South (A38) between
St. Lawrence Road & Sylvan Ave
KEY FACTS
5th
6th
£150m
£133m
52%
24,200 sq.m
22,300 sq.m
Up 9%
5%
123
97,000
42,000
Shoppers walking
Food & Grocery
54%
23%
19%
6%
9%
Clothing & Footwear
50%
38%
7%
4%
6%
110
GENERAL CHARACTER
One of the largest suburban
shopping centres in the
City, situated along a major
traffic route, providing a
wide
range
of
both
convenience
and
comparison
shopping.
Purpose built shopping
centre (Grosvenor) has
recently been refurbished.
Relief
Road
to
be
constructed in 2005 will
ease
congestion
and
environmental
enhancements
are
in
pipeline.
Northfield Centre
PERFORMANCE
Turnover for this Centre, generated from the Survey Area, had reached £150 million in 2004.
Although this shows an increase in real terms on the 1994 turnover, it falls short of the
increase required to maintain market share. Floorspace is up by 9%, a result of
redevelopment (Sainsbury’s, Frankley Beeches Road) and a revamp of the Grosvenor
Centre. The floorspace vacancy rate is low at 5% and similar to its 1994 level. The number of
retail units has increased from 116 to 123. Performance has been sufficient to maintain the
Centre’s 5th position in the turnover rankings of Birmingham’s retail locations. Its turnover
performance is similar to that of Kings Heath, another of Birmingham’s traditional major
centres.
MAJOR STORES
Boots, Argos, Dixons, Iceland, Powerhouse, Motor World. Many other multiple stores present.
TRANSPORT
Northfield train station has regular services to Redditch, Lichfield and Birmingham.
Frequent buses go to Selly Oak, Perry Barr, Harborne, Rubery, Gannow, Longbridge,
Worcester, Bromsgrove, Droitwich, Maypole, Solihull, Pool Farm and Birmingham City. There
is an hourly service to Weoley Castle and Rubery.
PROFILE OF SHOPPERS
Serves southern suburbs of the City, extending to Weoley, Longbridge, Bartley Green, and
Northfield. A slightly younger than average age profile for convenience shoppers and older
than average for those buying clothing and footwear. Car usage is below average, mainly
being replaced by bus travel, even though car ownership is just above average. Shoppers are
mainly attracted to this centre by its close proximity and general convenience, although range
and choice of shops, good choice of products and low prices are also a draw.
Households shopping here have a below average level of home ownership and just above
RECENT DEVELOPMENTS
1999 – 3 additional units including Argos, 1,700 sq. m. gross
2002 – Sainsbury relocated from Grosvenor Centre to ‘edge of centre’ 5,400 sq.m. gross
(Wilkinson taken over part of old Sainsbury store).
None
111
ONE STOP (PERRY BARR)
Location
100021326
Off Walsall Road (A34)
KEY FACTS
3rd
7th
£193m
£117m
52%
Floorspace* Total at 1995:
22,500 sq.m
18,700 sq.m
Up 20%
3%
48
128,000
48,000
Shoppers walking
Food & Grocery
53%
25%
16%
56%
17%
Clothing & Footwear
60%
31%
5%
51%
13%
* N.B. floorspace figures relate to One Stop Shopping Centre only
112
GENERAL CHARACTER
One Stop (built 1990)
comprises a shopping mall,
retail
warehouse
park,
extensive car parking and
small
bus
station.
A
successful centre, which has
recently been expended,
providing a large foodstore
and
wide range of
comparison shopping.
Rest of Perry Barr centre
badly fragmented with poor
pedestrian access over A34
Walsall
Road;
includes
1960’s Perry Barr Shopping
Centre and various shops
along Birchfield Rd.
One Stop (Perry Barr) Centre
PERFORMANCE
During the last 10 years, this Centre has performed well by increasing its turnover from
£117m to £193m. This is marginally above the level required to maintain market share.
Floorspace has increased by 20%, through redevelopment and the floorspace vacancy rate is
low, falling from 7% to just 3% in the last 10 years. The number of retail units is similar to the
1994 level. This retail location now has the third largest turnover in Birmingham, up from 6th
largest in 1994. Only the City Centre and Sutton Coldfield exceed it.
MAJOR STORES
ASDA, Currys, Comet, Argos, Iceland, BeWise, Carpetright, Burton/ Dorothy Perkins/Evans,
JJB Sports, Poundstretcher, Boots. TK Maxx
TRANSPORT
From here, Perry Barr rail station is a short walk giving a regular service to Walsall and
Birmingham City.
The Erdington and Bearwood directions are served by a showcase bus route. Bus services
with good frequencies serve Erdington, Small Heath, Great Barr, Walsall, Northfield and
Birmingham City. Half hourly routes serve Hamstead, Merry Hill and Handsworth. Less
frequent services go to Bloxwich, Hednesford, and Cannock.
PROFILE OF SHOPPERS
Serves wide area including Aston, Handsworth, Lozells, Perry Barr, Soho and Oscott.
A half of shoppers are from the Black and Minority Ethnic Communities. Patrons are younger
than average. Car usage for convenience shopping is lower than average reflecting a just
below average car ownership level amongst shoppers. Instead, they mainly travel by bus.
Modes of travel for clothing and footwear purchases are about average. Its near location,
general convenience and range and choice of shops draw users to this centre.
RECENT DEVELOPMENTS
None.
DEVELOPMENTS UNDER CONSTRUCTION IN 2004
Extension added, completed 2005, 7,700 sq.m. gross.
Extension providing 8 additional units – Retail 3,700 sq.m. gross – Under construction
113
SALTLEY (ALUM ROCK RD)
Location
100021326
Alum Rock Road
3Km east of the City Centre.
KEY FACTS
21st
18th
£52m
£46m
50%
9,600 sq.m
8,100 sq.m
Up 19%
11%
136
118,000
40,000
Shoppers walking
Food & Grocery
49%
16%
32%
85%
14%
Clothing & Footwear
64%
23%
12%
91%
22%
114
GENERAL CHARACTER
Linear centre along busy,
often congested road.
Two main foodstores,
indoor market and small
shops, provide range of
specialist
goods
and
services for local (minority
ethnic)
population.
Environmental
quality
poor
but
some
improvements have taken
place in the past.
Saltley (Alum Rock Rd Centre)
PERFORMANCE
This Centre has increased its turnover from the Survey Area during the last 10 years, from
£46m to £52m in real terms. Even so, its performance is significantly below the level required
to maintain its market share and the Centre has dropped from 13th to 21st position in the
turnover rankings of Birmingham’s retail locations. Floorspace has increased by 19%, mainly
as a result of a boundary change, and the floorspace vacancy rate has fallen from 14% to
11%. The number of retail units has increased from 124 to 136.
MAJOR STORES
Aftab Fashions, Kwik Save, Aziz textiles, Dadyal
TRANSPORT
Regular bus routes serve Chelmsley Wood, Tile Cross, Fox and Goose, Stetchford,
Kingshurst, Erdington, Shard End, Heartlands Hospital, Small Heath, Kingstanding and
Birmingham City. There is a half hourly service to Perry Barr and infrequent services to
Sheldon and Shard End .
PROFILE OF SHOPPERS
This Centre serves a local catchment around Bordesley Green and Washwood Heath.
Over 80% of shoppers are from the Black and Minority Ethnic Communities. The Centre has
a younger than average shopper age profile and the absence of those aged 60 and over is
noticable. Car travel for convenience shopping is below average, being mainly replaced by
walking. Car travel and walking are higher than average for clothing and footwear shopping
trips at the expense of bus travel. Households using this centre have an average car
ownership level. Close proximity, choice of products, and range of shops all attract shoppers
to this centre.
Households shopping here have an average level of home ownership and below average
RECENT DEVELOPMENTS
None.
None
115
SELLY OAK (RETAIL PARK)
Location
100021326
Bristol Road (A38)/Chapel Lane
KEY FACTS
10th
11th
£120m
£78m
Turnover Performance 1993-2004 1% Above Market Share Retention Level
44%
13,400 sq.m
13,300 sq.m
Up 1%
0%
8
101,000
42,000
Shoppers walking
Food & Grocery
67%
9%
21%
14%
16%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
116
GENERAL CHARACTER
Successful group of retail
units built in the 1980’s,
adjacent
to
the
local
shopping centre. Comprises
free-standing DIY store,
large foodstore and small
retail park. Located on major
traffic route suffering from
congestion
and
poor
pedestrian access. Relief
road
and
environmental
improvements
under
construction.
Selly Oak Retail Park Centre
PERFORMANCE
During the last 10 years, this centre has increased its turnover from £78 million to £120m in
real terms. This growth level has successfully maintained its market share. Floorspace has
remained fairly static and the centre has retained a zero floorspace vacancy rate. The number
of retail units has increased from 6 to 8 during the period. Although the centre has maintained
a healthy trading position, it has slipped from 7th to 10th position in the turnover rankings of
Birmingham’s retail locations.
MAJOR STORES
B & Q, Homebase, Comet, MFI, Halfords, Deep Pan Pizza Co., Sainsbury, Currys, PC World
TRANSPORT
A short walk from Selly Oak rail station which has a regular services to Redditch, Birmingham
and Lichfield.
There is a regular showcase route in the Harborne and Kings Heath directions and frequent
bus services go to Northfield, Perry Barr, Bartley Green, Yardley, Solihull, Gannow, Rubery,
Longbridge and Birmingham City. There is a less frequent service to Cotteridge.
PROFILE OF SHOPPERS
Catchment area serves a cluster of southern suburbs including Harborne, Bartley Green,
Bournville, Selly Oak, Weoley and parts of Edgbaston. The Centre attracts young and middle
aged shoppers with a noticeable absence of those aged 60 and over. Use of the car when
shopping at this centre is higher than average, which is to be expected as users enjoy a well
above average car ownership level with many two car plus households. Conversely, bus use
is below average. Nearby location, and general convenience contribute to this centre’s
popularity with shoppers.
RECENT DEVELOPMENTS
1999 – Aldi 1,300 sq.m. gross (near to but not part of Retail Park).
Mixed use relocation site for Sainsburys Overall 3.9 hectares (retail unknown)
117
SHELDON
Location
100021326
Coventry Road (A45)
8.5Km east of the City Centre.
KEY FACTS
23rd
15th =
Turnover Ranking
£45m
£33m
77%
10,700 sq.m
8,600 sq.m
Up 24%
3%
72
93,000
39,000
Shoppers walking
Food & Grocery
81%
6%
11%
10%
6%
Clothing & Footwear
61%
22%
6%
0%
0%
118
GENERAL CHARACTER
On major route into City
Centre. Offers a good range
of both convenience and
comparison shopping. Main
part of Centre lies to north of
Coventry
Road,
with
purpose-built Wells Green
Shopping Centre, including
car park. Further groups of
small shops and a small
retail park to south of
Coventry
Road.
Major
supermarket also on the
south side. Poor pedestrian
linkages: centre severed by
busy A45. Sheldon is also a
major suburban office centre.
Sheldon Centre
PERFORMANCE
This Centre generated a turnover of £45m from the Survey Area in 2004. This was 11%
below the level required to retain market share but a quite satisfactory performance for a
centre with such a high proportion of convenience retail sales value (77%). Floorspace was
up 24% on its 1994 level and the floorspace vacancy rate had reduced from 5% to just 3%.
Only one additional retail unit had been created over the last 10 years.
MAJOR STORES
Woolworth, Currys, Tesco, Focus, Co-op, Iceland, Halfords, Dreams Beds, Tiles ‘R’ Us
TRANSPORT
Regular services run to Solihull, Birmingham Airport, Yardley, Coventry and Birmingham City.
Infrequent routes serve Small Heath. A short walk away frequent services go to Solihull,
Acocks Green, Chelmsley Wood, Sutton Coldfield and Birmingham City and an infrequent
service goes to Saltley and Fox and Goose.
PROFILE OF SHOPPERS
The Centre serves an area covering Sheldon, and parts of South Yardley and Solihull. An
older than average shopper age profile is present. This is particularly so for clothing and
footwear. Shoppers enjoy a well above average car ownership level and therefore car borne
shopping is very high, particularly for convenience shopping. This mainly replaces bus trips.
The close proximity of this centre to users’ homes is the main attraction.
Households shopping here have a well above average level of home ownership and above
RECENT DEVELOPMENTS
1998 – Halfords, Tiles ‘R’ Us, Dreams, 2,200 sq.m. gross.
None
119
SMALL HEATH
Location
100021326
Coventry Road
3Km east of the City Centre.
KEY FACTS
8th
4th
£123m
£52m
71%
25,500 sq.m
13,800 sq.m
Up 85%
15%
147
158,000
52,000
Shoppers walking
Food & Grocery
68%
8%
20%
49%
15%
Clothing & Footwear
67%
22%
8%
71%
11%
120
GENERAL CHARACTER
Linear shopping centre on
Coventry
Road.
Traffic
congestion
reduced
considerably by by-pass in
1988. Two main foodstores
and one market hall; mainly
small
shops
(mostly
independent traders). Some
shops refurbished in 1980’s
and St Andrews retail park
added in 2001. Large Asda
store
located
a
short
distance outside the centre.
Small Heath Centre
PERFORMANCE
With a turnover of £123m, this Centre is trading well and has more than doubled its turnover
in the last ten years. It has gained market share, achieving sales 55% above the level needed
to maintain the status quo. This growth is particularly outstanding for a centre relying on
convenience sales for 71% of its turnover. The increase in trade will have been heavily
influenced by the 85% increase in floorspace, a result of the Big W and Morrison’s
development at St. Andrews Retail Park completed in 2001. At 15%, the floorspace vacancy
rate has more than halved in the last 10 years. The Centre has also moved up 2 places, to 8th
position in Birmingham’s retail locations turnover rankings.
MAJOR STORES
Aldi, Kwik Save, Michael’s Supermarket, Morrison, Big W, B & Q Furniture, A & K Superstore,
Al Halal, Quddsi, and other ethnic supermarkets.
TRANSPORT
Small Heath is served by a regular rail services to Birmingham, Stratford and Leamington
Spa.
Frequent bus routes serve Sheldon, Lea Hall, Aston, Balsall Heath, Yardley, Coventry,
Birmingham Airport, Solihull, Erdington, Perry Barr and Birmingham City. There is a half
hourly service to Chelmsley Wood. Infrequent services serve Lea Hall.
PROFILE OF SHOPPERS
Catchment extends to Bordesley Nechells Sparkbrook and Springfield. A half of convenience
shoppers and nearly three quarters of clothing and footwear shoppers are from the Black and
Minority Ethnic Communities. The Centre is particularly popular for Asian clothing.
Younger than average age profile with noticeable absence of those aged 60 and over. Car
borne shopping trips are comparatively high, mainly replacing use of the bus. This is to be
expected as shoppers enjoy a well above average car ownership level. This centre is popular
because of its close location, low prices, good choice of products and range and choice of
shops.
Households shopping here have a just above average level of home ownership and just
below average access to the Internet.
RECENT DEVELOPMENTS
2001 – Big W, Morrison 17,000 sq.m. gross.
None
121
SPARKHILL
100021326
Location
Stratford Road (A41 / A34)
3Km S.E. of the City Centre.
KEY FACTS
32nd=
17th
£20m
£35m
46%
9,800 sq.m
9,300 sq.m
Up 5%
17%
153
146,000
51,000
Shoppers walking
Food & Grocery
41%
24%
24%
75%
19%
Clothing & Footwear
80%
20%
0%
82%
36%
122
GENERAL CHARACTER
Important
suburban
shopping centre with two
main foodstores and large
number of small shops with
good range of furniture/
household
items
and
specialist
goods.
Environmental quality poor,
mainly due to blight from
highway improvement line
(now
revoked),
traffic
congestion and competition
from other centres.
Sparkhill Centre
PERFORMANCE
During the last 10 years, turnover has fallen in real terms from £35m to £20m, which is 63%
below the level required to maintain market share. This fall has taken place during a period
when floorspace increased marginally by 5% and the floorspace vacancy rate decreased by
around 20%. During the period 3 retail units have been added. It is most unlikely that the
convenience / comparison mix of goods sold would have had a detrimental effect on
performance.
MAJOR STORES
Aldi, Azad Supermarket
TRANSPORT
Frequent services go to Maypole, Yardley Wood, Hall Green, Solihull, Shirley, Gospel Oak
and Birmingham City. There is an hourly service to Stratford and Henley and infrequent
services go to Bordesley, Sparkbrook, and Acocks Green.
PROFILE OF SHOPPERS
Sparkbrook, Billesley, Hall Green, Nechells, and Bordesley Green provide most patrons. A
very high proportion of shoppers are from the Black and Minority Ethnic Communities.
Younger than average shopper age profile with marked absence of those aged 60 and over.
Bus travel is high for convenience shopping trips mainly replacing the car. However, the car is
very popular for clothing and footwear related trips replacing bus travel. Overall, households
using this centre have just above average car ownership rates. Nearby location, range of
shops and choice of products attract shoppers to this Centre.
Households shopping here have a just below average level of home ownership and just
RECENT DEVELOPMENTS
None.
None
123
SPRINGFIELD
Location
100021326
Stratford Road (A34) between
Sparkhill and Hall Green
4Km S.E. of the City Centre.
KEY FACTS
43rd=
24th
£12m
£10m
Turnover Performance 1993-2004#
22% Below Market Share Retention Level
55%
7,600 sq.m
7,100 sq.m
Up 7%
4%
97
158,000
56,000
Shoppers walking
Food & Grocery
41%
0%
59%
89%
11%
Clothing & Footwear
35%
10%
55%
91%
18%
124
GENERAL CHARACTER
Linear shopping centre
along busy main road.
Includes a wide range of
small shops, selling both
convenience
and
comparison goods, several
multiples and service units,
a small market hall and
one
main
foodstore.
Improvement in physical
condition of shops since
1984.
Springfield Centre
PERFORMANCE
Over the last 10 years, this Centre has increased its turnover marginally from £10m to £12m.
This is a relatively weak performance, which is 22% below the level required to retain market
share. Floorspace has grown by 7% due to a minor boundary change and the floorspace
vacancy rate has remained fairly static at just 4%. The fact that 10 retail units have been lost
during the period may have had some impact.
MAJOR STORES
Kwik Save, Select & Save, World of Pine
TRANSPORT
There are regular bus routes to Moseley, Acocks Green, Solihull, Shirley, Hall Green and
Birmingham City. Infrequent services run to Sparkbrook. There is also an hourly service to
Stratford and Henley.
PROFILE OF SHOPPERS
Most shoppers are local to Springfield, with a few from Sparkbrook and Hall Green. A very
high proportion of shoppers are from the Black and Minority Ethnic Communities. Shoppers
are younger than average. Bus and car travel to this centre is comparatively low but walking
is very high. In general, users enjoy a well above average car ownership level. Nearness to
customers’ homes was identified as the main attraction of this Centre.
Households shopping here have a well above average level of home ownership and just
RECENT DEVELOPMENTS
None.
None
125
STIRCHLEY
100021326
Location
Pershore Road (A441) / Hazelwell Street
6Km south of the City Centre.
KEY FACTS
24th
8th
£44m
£31m
54%
15,800 sq.m
13,500 sq.m
Up 17%
26%
121
103,000
43,000
Shoppers walking
Food & Grocery
63%
11%
24%
8%
6%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
126
GENERAL CHARACTER
Linear centre, located along
busy major traffic route.
Major supermarket at north
end and DIY superstore to
the south. Mainly small
independent traders, with a
few
multiples.
Despite
development, overall quality
of shopping appears to have
declined, largely due to
competition
from
other
nearby centres e.g. Kings
Heath.
Stirchley Centre
PERFORMANCE
This Centre attracted a £44m turnover from the Survey Area. Although this was £13m above
the 1994 level of trading in real terms, it represented a marginal loss in market share
retention. Floorspace increased by 17% during the last 10 years but so did the floorspace
vacancy rate, up from 11% to 26%. The loss of 14 retail units during the same period will
have had some impact on performance.
MAJOR STORES
Magnet, Co-op, Kwik Save, Wickes, Levines Furniture
TRANSPORT
From here, there are regular services to Yardley, Solihull, Selly Oak, Cotteridge, West Heath,
Pool Farm, Northfield, Kings Heath and Birmingham City. Less frequent services run to
Redditch and Alvechurch.
PROFILE OF SHOPPERS
Most customers travel from Bournville, Selly Oak, Kings Norton, with a few from Sparkbrook
and Solihull. The shopper age profile is about average. Use of the car and walking to this
centre are slightly higher than average even though shoppers have a below average car
ownership level. Nearness, general convenience and good choice of products are this
centres main attributes.
Households shopping here have an above average level of home ownership and average
RECENT DEVELOPMENTS
1999 – Co-op extension 1,500 sq.m. gross.
Stirchley Framework Extension of Local Centre –
Two rival mixed use schemes Tesco (6,700 sq.m. retail provisional) and Co-op (11,600 sq.m.
non-food retail) Outline planning permission granted to both, subject to referral to ODPM
127
SUTTON COLDFIELD
100021326
Location
Situated on the Parade within the
A453 Ring Road
10.5Km north of the City Centre
KEY FACTS
2nd
2nd
Turnover Ranking
£209m
£149m
Turnover Performance 1993-2004#
8% Below Market Share Retention Level
7%
44,000 sq.m
38,900 sq.m
Up 13%
9%
131
61,000
26,000
Shoppers walking
Food & Grocery
66%
16%
13%
6%
1%
Clothing & Footwear
72%
19%
4%
3%
3%
128
GENERAL CHARACTER
Large
sub-Regional
shopping centre including
the new Newhall retail Park.
The
Parade
partly
pedestrianised.
Two
shopping
malls
Gracechurch Centre and
Sainsbury Centre. In-Shops
market (South Parade). With
the closure of the Sainbury’s
store,
there
no
major
food/convenience store in
this centre .Sutton Coldfield
is also a major suburban
office centre.
Sutton Coldfield Centre
PERFORMANCE
During the last 10 years, Sutton Coldfield has increased its trade in real terms by £60m but
this represents a marginal loss in market share. The proportion of convenience goods
turnover at this centre has declined significantly from 23% to just 7%. This is a result of the
closure of a Sainsbury’s store in the Town Centre. Overall, floorspace has increased by 13%,
a net outcome of the redevelopment at Newhall Walk Retail Park and the High Street and the
closure of Sainsbury’s (now Wilkinson). The floorspace vacancy rate has tripled from 3% to
9% but the number of retail units present is similar to the 1994 level.
MAJOR STORES
Beatties, Marks & Spencer, BHS, JJB Sports, Woolworth, Boots, Argos, W.H. Smith,
Halfords, TK Maxx, Iceland, Laura Ashley, Apollo 2000, Bed Warehouse, H&M Clothes,
Wilkinson, Alders (vacant 2005) and others.
TRANSPORT
From here, there is a regular rail service to Redditch, Birmingham and Lichfield.
Regular bus routes serve Castle Vale, Fort Shopping Centre, Kingstanding, Chelmsley Wood,
Solihull, Perry Barr, Aston, West Bromwich, Mere Green, New Oscott, Walsall and
Birmingham City. There are half hourly services to Erdington, Boldmere, Kingstanding,
Tamworth and Falcon Lodge and an hourly service to Burton. Infrequent routes serve
Shustoke, Coleshill, Tamworth, Water Orton, Minworth, Walmley and Roughley.
PROFILE OF SHOPPERS
Has a wide catchment area covering all areas of Sutton Coldfield as well as parts of
Erdington, Kingstanding, Streetly and Stockland Green. An above average car ownership
level is enjoyed by this centre’s shoppers and car usage on shopping trips is high, particularly
for clothing and footwear purchases. Bus travel is about average for convenience shopping
and below average for clothing and footwear. Shoppers tend to be middle aged to elderly.
Close proximity, general convenience and, to a lesser extent, good choice of products
encourage shoppers to use this centre.
Households shopping here have a well above average level of home ownership and average
RECENT DEVELOPMENTS
1996 - The Parade (4 retail warehouse units and 11 shops) - 10,100 sq.m. gross. Includes
Maples, Apollo 2000, Halfords, JJB Sports and TGI Fridays.
Mixed use development at Brassington Avenue – Retail 2,500 sq.m. gross
Full planning permission – plus revised application deferred
129
Swan Yardley
Location
100021326
Junction of Coventry Road /
Church Road
5.9Km SE of the City Centre.
KEY FACTS
32nd=
22nd
£20m
£23m
39%
8,500 sq.m
N/A
N/A
16%
37
141,000
54,000
Shoppers walking
Food & Grocery
57%
14%
29%
14%
12%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
130
GENERAL CHARACTER
This location comprises a
1960’s shopping precinct
with an indoor market, multistorey
car
park
and
residential
tower
block
occupying
a
strategic
location on the A45 Coventry
Road, which is a key
approach to the City Centre.
The Centre comprises a
broad range of shops,
services and offices but is in
need
of
physical
improvement.
The Swan Centre Yardley
PERFORMANCE
At £20m, the turnover of this Centre is in decline in real terms and is well below that required
to retain market share. As this is a recently monitored Centre, physical comparisons over the
last ten years are not available.
MAJOR STORES
Staples, Somerfield
TRANSPORT
There is a regular showcase bus route serving the Acocks Green and Alum Rock directions.
Frequent routes go to Acocks Green, Solihull, Yardley, Small Heath, Sheldon and
Birmingham City. Half hourly services go to Shirley and Chelmsley Wood. Infrequent buses
go to Birmingham Airport.
PROFILE OF SHOPPERS
Mainly serves Yardley, Stechford and Sheldon areas. The shopper age profile for
convenience goods is about average but clothing and footwear outlets attract the older rather
than younger age groups. Walking to this centre is popular, at the expense of bus and car
travel and car ownership amongst shoppers is below average. Nearness to home particularly
attracts shoppers to this centre.
Households shopping here have an average level of home ownership and well below average
RECENT DEVELOPMENTS
None.
Major food supermarket – Retail 3,900 sq.m. gross (estimate)
131
Wylde Green
Location
Birmingham Road (A5127) from
Little Green Lanes to Chester Road
100021326
KEY FACTS
47th=
36th
£10m
£9m
54%
3,900 sq.m
N/A
N/A
13%
55
Shoppers walking
Food & Grocery
54%
8%
37%
9%
7%
97,000
42,000
27%
Clothing & Footwear
N/A
N/A
N/A
N/A
N/A
132
GENERAL CHARACTER
A traditional linear centre
together with a 60’s style
shopping precinct (The
Lanes) along the
Birmingham Road (A5127)
stretching from Little Green
Lanes to the A 452 Chester
Road. Includes a very busy
road junction at the southern
end. Provides a wide range
of goods and services
Wylde Green Centre
PERFORMANCE
Over the last ten years, turnover from the Survey Area has marginally crept up from £9m to
£10m but this has resulted in a significant decline in market share. As this is a recently
monitored Centre, physical comparisons over the last ten years are not available.
MAJOR STORES
Sainsbury, Boots, Co-op
TRANSPORT
Regular rail route serving Birmingham, Redditch and Lichfield.
Regular bus routes serve Erdington, Sutton Coldfield and Mere Green and half hourly routes
serve Tamworth, Falcon Lodge and Birmingham City. An Infrequent service goes to
Roughley.
PROFILE OF SHOPPERS
Catchment extends to Erdington, Stockland Green, and the Sutton Coldfield’s areas of Trinity,
Vesey and New Hall. Higher than average proportions of shoppers aged 60 and over with
lower than average for those under 24. Walking to this centre is very popular replacing both
car and bus travel, even though households enjoy a just above average level of car
ownership. The strengths of this centre include proximity to users’ homes, general
convenience and good choice of products.
Households shopping here have a well above average level of home ownership and below
RECENT DEVELOPMENTS
None.
None
133
134
Part 2
2004
City Centre
User Surveys
175
City Centre User Survey
Background
1.1
This Appendix comprises a report on two City Centre user surveys undertaken in
addition to the more general Shopping Survey. They were also carried out in 2004 but
included all users from the Centre’s wide catchment area and therefore not restricted to
shoppers just from Birmingham and immediately surrounding areas. The findings have been
incorporated into the Shopping in Birmingham Report in order to give readers a fuller picture
of City Centre patronage and performance.
1.2
In recent years, the City Centre has undergone a retail, leisure and residential
renaissance, which has strengthened its position as a regional, national and international
multipurpose destination. The retail heart has been strengthened by major redevelopment of
the Bull Ring, Martineau Galleries, the Mailbox. Additional leisure facilities have included the
National Indoor Arena, the International Convention Centre, Symphony Hall, Millennium
Point, Broadway Plaza and a myriad of bars and restaurants. Currently, residential
completions in the City Centre are averaging around a thousand per annum. Redevelopment
in the City Centre will continue into the foreseeable future, however, it is important that the
impacts of major redevelopments in the City Centre are closely monitored over time.
1.3
In 1997 and 1998 two major surveys of City centre users were undertaken. The first
comprised an on-street survey of 10,000 users, which provided information on their
demographic profile, as well as their use and views of the extensive range of facilities the City
Centre has to offer. The survey also revealed the extent of the City Centre’s core catchment
area. In 1998, this work was enhanced by a Region-wide home-based survey of 1750 users
and non-users. These surveys provided a baseline picture prior to the latest phase of City
Centre redevelopment.
1.4
In the summer of 2004, two post recent redevelopment surveys were undertaken.
Like the previous surveys, these were joint projects with the private sector. The surveys
comprised an on-street survey of 1250 city centre users coupled with a home-based
telephone survey of 3150 respondents residing in the West Midlands Region.
Main Characteristics of Users
Age and Gender
1.5
Overall, 44% of respondents were male and 56% female. As figure 1.1 shows, the
proportions of females were greater than those of males for all age groups except 25-34 and
55-64 years.
176
Figure 1.1
Respondents’ Age and Gender
65+
55-64
45-54
Female
35-44
Male
25-34
18-24
Total
0
10
20
30
40
50
60
70
1.6
Confirming the findings of the 1997 Survey, City Centre users are still relatively
young, when compared with the City / Region populations aged 18 and over (Figure 1.2).
Just over a half (56%) are aged between 18 and 34, compared with 35% for Birmingham and
29% for the Region. Users aged 65 years and over, at just 4%, are significantly under
represented, when compared with around 20% for both the City’s and Region’s populations.
1.7
Other under represented groups include those aged 45-54 (Users12%, c.f. City 17%,
Region 15%) and 55 – 64 (Users 9%, c.f. City 12%, Region 14%).
Figure 1.2
Age Comparison of City Centre Users 2004 with Birmingham and Region Populations
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
65+
55-64
45-54
35-44
25-34
18-24
2001 Region
Population
2001 Birmingham
Population
2004 City Centre
Users
177
1.8
The proportions of groups under the age of 34 have slightly fallen since the 1997
Survey. The middle-age bands from 35 to 64 years have all increased but most significantly,
those aged between 55 and 64 have increased their proportion by 56%. The proportion of
users, aged 65 and over has decreased by 45%.
Figure 1.3
City Centre Users Age Profile 2004 Compared With 1997
100%
90%
80%
65+
55-64
45-54
35-44
25-34
18-24
70%
60%
50%
40%
30%
20%
10%
0%
1997
2004
(1997 data adjusted to equate with 2004 sample design).
1.9
These findings do not necessarily mean that younger and older users have
decreased in absolute terms. It is more likely an outcome of the City attracting more middleaged people, particularly from outside Birmingham.
Ethnic Group
1.10
The growing regional role of the City Centre is reflected in the changing ethnic
composition of its users (Figure 1.4 overleaf).
178
Figure 1.4
Ethnic composition of City Centre Users Compared With Birmingham, West Midlands
County and Region 2004
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
White
am
gh
Bi
rm
in
W
M
C
ou
nt
y
R
eg
io
n
W
M
Asian (Indian,
Pakistani, Bangladeshi,
Other)
Other (incl.Chinese)
C
i ty
C
en
tre
U
se
rs
Black (African,
Caribbean, Other)
1.11
In 1997, 82% of users were White, compared with 92% for the Region’s population as
a whole. The proportion of White users has now risen to 87% compared with 89% for the
Region’s total population. The overall trend towards an increasing proportion of White users
does not necessarily mean that the City Centre is used less now by Black and Minority Ethnic
Groups than it was in 1997. The change is more likely to be the result of an increasing
number of White visitors coming from beyond Birmingham and the conurbation. The
proportion of Asian City Centre users is also similar to the Region’s population as a whole,
whereas Black users are proportionally closer to Birmingham’s population.
1.12
Black and Minority Ethnic users have a younger age profile, when compared with
White users. This reflects their relatively younger profile in the population as a whole. (Figure
1.5). At least three-quarters of all Black and Minority Ethnic City Centre users are aged
Figure 1.5
Age and Ethnic Composition of City Centre Users 2004
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
65+
55-64
45-54
35-44
25-34
18-24
White
Black
Asian (Indian, Other (Incl.
(African,
Pakistani,
Chinese)
Caribbean, Bangladeshi,
Other)
Other)
179
between 18 and 34 compared with a half of White users. 15% of White users are aged 55
and over, compared with 4% for Black users and 6% for Asian users
Social class
1.13
For marketing purposes, populations of ‘working age’ are often broken down into
social classes, based on their occupations or economic circumstances. Figure 1.6 shows the
social class composition of City Centre users alongside a set of comparators, namely,
Birmingham as a whole, the West Midlands County and West Midlands Region. Comparator
data for 2004 has been supplied by CACI.
Figure 1.6
Social Class Composition of City Centre Users 2004
Higher and intermediate
managerial/administrative
/professional
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Supervisory, clerical,
junior
managerial/administrative
/profession
ha
m
nt
y
io
n
se
rs
Skilled manual workers
Bi
rm
in
g
C
ou
W
M
R
eg
W
M
C
ity
C
en
tre
U
Semi-skilled and
At around 20%, the City Centre attracts a representative proportion ouf nskilled
‘higher and
manual
intermediate managerial, administrative and professional’ users, whew
norkers/
compared
with
On state
Birmingham, the County and the Region as whole.
benefit, unemployed,
lowest grade workers
Viewed alongside these comparators, the City Centre draws a relatively high proportion
(38%) of ‘supervisory, clerical, junior managerial / administrative and professional’ users.
1.14 The proportion of ‘skilled manual’ City Centre users (23%) is similar to its
comparators.
Semi-skilled and unskilled manual workers and those on state benefit or unemployed are
significantly underrepresented among City Centre Users (19%) when viewed alongside the
chosen comparator areas
Journeys to the City Centre
1.15
The expanding catchment area of the City Centre is further confirmed by the
significant change in users’ travel modes and journey times. Although increased congestion
will play some part in the observed journey time trends, the overwhelming evidence is that
regional-wide support for the City Centre is growing. The impact of these developments has
doubled the proportion of City Centre users travelling from beyond the Birmingham Local
Authority’s boundary, from 3 out of 10 in 1997 to currently 6 out of 10.
180
Figure 1.7 Mode of Travel To City Centre 2004 Compared With 1997
60
%
50
Bus
40
Bus
Car
30
Train
Car/Van
Train
Walk
20
Metro
10
Walk
Taxi
Metro
0
1997
.
Taxi
Bicycle/motor
bike
2004
(1997 data adjusted to equate with 2004 sample design)
1.16
In proportional terms, between 1997 and 2004, ..
•
The Proportion of trips to the City Centre by Car has increased, from 26% to 31%.
•
Bus travel, although still the main means of travel to the City Centre, has declined
rapidly, from 49% of journeys to 35%.
•
Train patronage has almost doubled its share, from 12% to 21%.
•
The Metro, which was launched in the summer of 1999 and runs between
Wolverhampton and Birmingham, has grown to 3% of all journeys to the City Centre.
•
Taxis appear to have declined from 3% to 1%.
•
Walking has remained fairly static, at just under 10%.
•
Journey times have increased with journeys taking more than half an hour doubling
from 16% to 35%.
1.17
As the total number of trips to the City Centre is likely to have increased between the
two survey dates, then the level of increase in absolute trips will be greater than inferred by
proportional increases and reductions will be less. For example taxi trips could have remained
static or increased in number but reduced in proportional terms.
1.18
It is also important to note that 6 out of 10 Female respondents rely on public
transport to get to the City Centre compared with 5 out of 10 male.
181
Frequency of Visits for Main Purpose
1.19
As the City Centre User Survey could only sample those users who were walking
around the City Centre, it is impossible to calculate the frequency visits for all those using the
City. For example, the findings exclude many City Centre workers may not regularly use its
facilities, other than a place of work. Also, Frequency of visits relates to the main purpose
only and not all purposes. Nevertheless, the survey results show that the City Centre is
visited frequently by its users.
Figure 1.8
Frequency of Visits to City Centre
Less often
Once a year
6 Monthly
Monthly
Fortnightly
Once a week
2-3 times a week
Everyday
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1.20
As Figure 1.8 shows, 45% of users are very regular visitors using the City Centre’s
facilities at least once per week. Three quarters of users visit the City at least once per month
but only one quarter visit less frequently than once a month.
1.21
With regards to age, frequency of visits generally decreases with age, although
weekly visits are popular with the over 55s.
1.22
A half of male respondents visit City Centre at least once a week compared with 4 out
of 10 females. 1 in 5 male and female respondents visit once a month on average.
Time of Visits
1.23
It is not possible from the survey results to give an indication of the volume of users
by time of day. This analysis would merely reflect the sampling quotas for each time segment.
It is however, acceptable to compare user characteristics for each survey time slot.
1.24
The ratio of females to males in the morning period is around 2:1. This gap reduces
between 2 and 4 pm, widens again between 4 and 6 pm and subsequently reduces after 6
pm when equal proportions of males and females are in the City during the evening (Fig 1.9)
182
Figure 1.9
Gender Profile of City Centre Users by Time of Day
80.0%
70.0%
60.0%
50.0%
Male
40.0%
Female
30.0%
20.0%
10.0%
0.0%
10.0012pm
12pm-2pm 2pm-4pm
4pm-6pm
6pm-9pm
1.25
The age profile of City Centre users varies significantly between daytime and evening
visits (Fig 1.10 ). A half of City Centre daytime shoppers and leisure visitors are aged under
35 years, rising to nearly three quarters of evening users. City Centre use for all groups aged
35 years and above falls in the evening. This is particularly so for those aged over 65 who
represent 6 % of users during the day but only 1% in the evening.
Figure 1.10
City Centre User Age Comparisons for Day and Evening Visits
100%
80%
65+
55-64
60%
45-54
35-44
40%
25-34
18-24
20%
0%
Surveyed 10am-6pm
Surveyed 6pm-9pm
(Data weighted to equalise sampling quotas throughout the day)
1.26
Figure 1.11
breaks down the usage pattern over time in more detail. It shows that
those aged under 35 peak late afternoon or evening. Older groups generally peak between
10 am and 12 noon, the exception being the 35 to 44 age group which peaks between 12
noon and 2 pm. The main contrasting groups are the 18 to 24 age band and those aged 65
and over. The former has a comparatively low turnout during the morning period but this rises
steeply throughout the day. The latter group’s visiting pattern moves in the opposite direction
183
throughout the day.
Figure 1.11 City Centre User Age Comparisons Over Time
35.0
30.0
18-24
25-34
35-44
45-54
55-64
65+
25.0
20.0
15.0
10.0
5.0
0.0
10am12noon
12noon2pm
2pm-4pm 4pm-6pm 6pm-9pm
1.27
The distribution of City Centre users throughout the day varies to some extent by
ethnic group (Figure 1.12). White users come to the City Centre in fairly even proportions
throughout the day. Black users have a similar distribution to White, with a slightly lower
proportion visiting in the early afternoon and a higher proportion visiting late afternoon. Asian
users have a significant peak late afternoon and evening.
Figure 1.12 City Centre Users Ethnic Composition Over Time
70
White
60
50
Black (African,
Caribbean, Other)
40
Asian (Indian,
Pakistani,
Bangladeshi, Other)
Other (Incl. Chinese)
30
20
10
0
10.0012pm
12pm2pm
2pm4pm
4pm6pm
6pm9pm
184
Main Reason for Visit
1.28
The City Centre offers a wide range of facilities and therefore attracts visitors for a
number of reasons. 47% of trips are multi-purpose, a similar proportion to 1997 (46%).
1.29
Respondents were asked to disclose their main reason for visiting. Comparison
shopping (i.e. non food) was given as the main reason by a half of respondents. The next
most mentioned reason was work (16%), though this is likely to be an under estimate as not
all workers walk around the City during the day and would not therefore have been available
for interview. Leisure was also an important reason people visiting the City Centre. This was
mentioned by 13% of respondents. Meeting friends and relatives, which could also have a
secondary leisure dimension, was cited by 9% of visitors.
%
Figure 1.13
Main Reason for Visiting the City Centre by Gender
70
60
50
40
30
20
10
0
Male
Female
r
d
s
d
g
e
re
es
rk
ity
foo - foo Wo rvice isu ers ativ entr eein Othe
n
e
l
C
e
o
L
re
niv
ts
-n ping
gs
/U sor /Job igh
g
n
e
p
i
n
pi Sho
cil
eg
nd
y/S
Us
oll frie oun lida
op
h
C
/
S
/C
ol
ng
Ho
ho eeti DSS
c
S
M sit
Vi
1.30
20 % of male respondents stated that their main reason for being in the City Centre
was to work. The comparative percentage for females is 13%. The proportion of males and
females using the City Centre mainly for leisure pursuits is very similar (Male 14% c.f.
Female12%). For all main purposes, other than shopping, the proportion of males is higher
than that of females
1.31
Comparison shopping was the main reason for visiting given by all age groups and
was particularly popular with those aged 35 to 44 (58%) and 45 to 54 (55%). Food shopping
was most popular with those aged 65 and over. Even so, only 6% of this group stated that it
was the main reason for visiting the City Centre. 19 % of those aged 18 to 34 stated that work
was the main reason for their visit and this proportion decreased with age to 1% of those
aged 65 and over.
1.32
Comparison shopping is particularly popular on Tuesdays, being cited by 63% of
respondents as the main reason for visiting that day. Other popular days were Saturday
(60%), Monday (51%) and Friday (48%). These proportions are not necessarily indicative of
daily sales volumes as the total number of visitors on any one day is the main determinant of
trade levels.
185
Birmingham as the Main Centre for Goods Purchased
1.33
Respondents were asked if the City Centre was the main location used to purchase a
range of goods. As Figure ** illustrates, clothing and footwear is the main draw for most City
Centre users. Outlets selling books, sheet music, household textiles, soft furnishings,
electrical goods, china glass and cutlery are also significant attractions. To some extent this
reflects the current make up of retail outlets in the City Centre. It also reveals the potential
more furniture and domestic appliance outlets.
Figure 1.14 Birmingham as Main Centre for Goods Purchased
%
Clothes & Footwear
Books / Sheet Music
H'hold Textiles / Soft Furnishings
Electrical Goods
China Glass Cutlery
Furniture / Floor Coverings
Domestic Apliances
DIY
0
10
20
30
40
50
60
70
Time Spent in City Centre
1.34
City Centre users were asked how long they expected their visit to last. Similar to the
1997 survey, most people visit the City for half a day or less and only 15% intended to stay
for eight hours or more.
Figure 1.15 Expected Duration of Visit to the City Centre
8+ Hours
7-8 Hours
6-7 Hours
5-6 Hours
4-5 Hours
3-4 Hours
2-3 Hours
1-2 Hours
Less than 1 Hour
0.0%
5.0%
10.0%
15.0%
186
20.0%
1.35
The length of time spent in the City by users decreased with age. For example, the
proportion of users who stayed in the City Centre for more than 4 hours decreased from 45%
of those aged 18 to 24 to 28% of those aged 65 or over.
1.36
The proportion of visitors staying in the City for 4 hours or more peaked on Friday at
51%, reflecting perhaps an increased leisure activity amongst users towards the weekend.
Tuesday has the lowest proportion staying for this time (31%)
1.37
Visitors in skilled manual occupations spend longer in the City Centre than other
social groups. A half spend 4 hours or more in the City, compared with a third of
higher/middle managerial users, 4 out of 10 in junior managerial/clerical users and a quarter
of those semi or unskilled occupations. These findings are, of course, amongst users and not
the City’s workforce although there will be some overlap between the two.
Amount Spent
1.38
Respondents were asked how much they expected to spend as individuals in the City
Centre. One quarter expected to spend in excess of £50 during their visit. 1 in 5 intended to
spend between £30 and £50 and a similar proportion between £10 and £30. A quarter of
respondents did not intend to spend anything whilst in the City. As Figure ** shows, women
generally spend more than men when visiting the City Centre. 54% of females spend £30 or
more compared with 39% of males,
Figure 1.16 Expected Spend in the City Centre by Gender
35.0%
30.0%
25.0%
20.0%
Male
15.0%
Female
10.0%
5.0%
0.0%
£0
< £10
£10 £19
£20 £29
£30 £39
£40 £50
£50+
1.39
The amount of spend appears to vary with social class. 57% of AB respondents
(higher and intermediate managerial, administrative and professional) spend £30 or more,
compared with 42% of DE respondents (semi-skilled and unskilled manual and those on state
benefit or unemployed).
1.40
The biggest spenders are in the 35 to 44 year age group with 62% spending over
£30. This is closely followed, at 54%, by those aged 45 to 54. Users aged 65 and over spent
the least, with only 26% intending to exceed £30.
1.41
The biggest spending day for individual users was Saturday, when 59% spent £30 or
187
more. This is closely followed by Friday (56%) and Sunday 42%. Spend was lowest on
Thursdays when just a quarter spend £30 or more. These findings relate to individual spend
only. Clearly, City Centre turnover will also be influenced by the volume of visitors on any one
day.
Opinions of the City Centre
1.42
The 2004 Survey asked for opinions on various aspects of the City Centre. This
question was also included in the 1997 Survey. Figure 7.17 compares the responses from
both dates where available.
Figure 1.17 Respondents’ Views of the City Centre
Well Known Shop Names
Shop Quality
Shop Choice
Signage to City
Layout
Eat / Drink Choice
Eat / Drink Quality
Appearance / Design
1997
2004
Ambience / Atmosphere
Signage around City
Public Transport Accessibility
Public /Visitor /Tourist Accommodation
Security
Cleanliness / Upkeep
Car Parks Quality
Car Parking Facilities
Public Facilities
Car Parks Price
0
20
40
60
80
100
120
1.43
City Centre users are currently expressing very high levels of satisfaction with City
Centre. This is likely to be a positive response to the city’s recently improved shopping
facilities. Apart from the various aspects of car parking, public facilities and security, all
amenities were rated as good or very good, by over 90% of users. The lowest level of
satisfaction recorded by the survey was amongst users of City Centre car parks. Only 59%
were happy with prices charged, 79% with the quality of the parks and 83% with parking
facilities in general.
188
1.44
The provision of public facilities received the most significant improvement in user
opinion between the survey dates. In 1997, just under a half of respondents considered public
facilities to be good or very good. By 2004, this had increased to over three quarters, a
positive shift of 63%. City Centre users are also feeling significantly more secure as they walk
around, than they did 7 years ago. In 1997, 60% stated they were happy with security
aspects. By 2004, this had risen to 88%, a positive swing in opinion of 47%.
Other Centres Used
1.45
Given a list of shopping centres within the Region and beyond, respondents were
asked which other centres, they had visited during the six months prior to the survey.
Figure 1.18 Other Centres Recently Visited by City Centre Users
Merry Hill
Sutton Coldfield
London
Walsall
1997
Wolverhampton
2004
Leicester
The Fort
Solihull
Coventry
0
10
20
30
40
%
(1997 data adjusted to equate with 2004 sample design).
1.46
As in 1997, the regional role of the City Centre is confirmed by the lack of a single
competitor. Other regional centres supported most by City Centre users were Merry Hill and
Sutton Coldfield, with 35% and 28% respectively visiting six months prior to the Survey. Since
1997, Merry Hill and Sutton Coldfield, Wolverhampton, and Walsall have generally
maintained their levels of support from City Centre users. However, London, Solihull, and
Coventry all appear to have lost significantly since the recent phase of City Centre
redevelopment has taken place.
189
Regional Spend
1.47
The home-based regional telephone survey asked respondents where they most
often go to purchase a range of items and also for their second most visited location. The
responses to these questions have been aggregated to identify the most visited centres as
either a first or second choice. For each commodity, the ‘top two’ most frequently visited
centres are listed in Table 1.1.
Table 1.1
Range of Goods For Which Birmingham Has The Highest Proportion For Being First Or
Second Choice
Goods
Clothing
Footwear
Books & Stationary
Jewellery & Luggage
Personal Care
Medical Goods
Household Textiles
Kitchenware
Furniture
Home Entertainment
Recreational Goods
% Stating
Birmingham
27.2
23.4
14.8
17.0
12.2
11.4
12.0
10.6
9.8
7.6
6.8
Nearest Rival
Merry Hill
Merry Hill
Wolverhampton
Wolverhampton
Wolverhampton
Wolverhampton
Wolverhampton
Wolverhampton
Birmingham Retail Park
Wolverhampton
% Stating
Nearest
Rival
9.8
8.9
5.9
4.7
6.3
6.3
5.0
5.4
6.4
6.4
3.0
1.48
Clearly, Table 1.1 reveals Birmingham’s dominance as a shoppers’ favourite for a
wide range of goods. The table shows that Wolverhampton is Birmingham’s nearest regional
competitor for most goods listed, the only other biggest rivals being Merry Hill and
Birmingham Retail Park. Around a quarter of respondents visited Birmingham for clothing or
shoes as a first or second choice. This is over two and a half times greater than its nearest
rival Merry Hill. For jewellery, the gap is even wider with Birmingham attracting three and a
half times the proportion of its nearest rival Wolverhampton
1.49
There are just three commodities where a location other than Birmingham was the
first or second choice of respondents.
Table 1.2
Range of Goods For Which Birmingham Does Not Have The Highest Proportion For
Being First Or Second Choice
Goods
Household Appliance
Home Maintenance
Tools and Equipment
% Stating
Birmingham
7.0
6.0
4.2
Nearest Rival
190
% Stating
Nearest
Rival
7.3
7.0
5.1
1.50
Table 1.2 shows that for household appliances, home maintenance, and tools and
equipment, Birmingham Retail Park has a slightly higher proportion of West Midland residents
visiting than the City Centre as a first or second choice.
191
192

- Birmingham City Council

Transcription

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