Tills ring out on Shropshire's high streets in lead up to Christmas

But with Christmas fast approaching, bell-ringing is far more use than hand-wringing if we are to revive the fortunes of our high streets.

Rumours of high street retail's demise appear to be somewhat exaggerated.

Like-for-like footfall in Shrewsbury's town centre shopping centres is running about 1.5 per cent ahead of last year, according to bosses.

That's in an environment which while not exactly flourishing is at least remaining steadfast against – and adapting to – changes in consumers' habits.

Kevin Lockwood, manager of the Darwin, Pride Hill and Riverside Shopping Centres, said the signs over Christmas had been encouraging, but that some had held off finishing their shopping early.

"Generally, the feedback we are getting from retailers is that footfall is there," he said.

"But I think there's a wariness from customers to spend the money, and I think people are hanging on for last-minute deals.

"Like-for-like footfall is about 1.5 per cent up on last year, which contradict some of the articles that say retail is struggling."

He added: "There was a lot of unsettlement before Brexit, then again afterwards, but I believe that has settled down.

"I think it's always in the back of the mind, the uncertainty, but at the end of the day we are in retail and people will still tend to buy things.

"It's a better picture from a shopping centre point of view, and with the investment we are putting into the Darwin Centre with the new brands like New Look Men, Smiggle, the new Costa and Primark, there's a push by the landlords to invest in the town.

"We keep saying it – Shrewsbury has that unique mix of independents and nationals and that's our USP – we need to focus on that and drive forward in the next few years."

Glynn Morrow, centre manager for Telford Shopping Centre, had a less glowing view of the state of the retail sector during the last year, but said trade was beginning to pick up over the festive season.

"Christmas trade has been buoyant and continues to get busier," he said. "Footfall is slightly lower than last year, but reflects the national picture."

He added: "Retail has been tough for 2016, online sales continue to drive down high street spend.

"Christmas is always the peak of the retail calendar and this year there is no difference."

Retailers will forever remember 2016 as the year in which it bade farewell to one of the high street's stalwarts, as BHS sunk under the colossal weight of its debts during the summer.

Recriminations continue, and former owner Sir Philip Green is still facing criticism for his management of the company while at the helm.

At a more local level, it leaves a gaping hole in the high street, and Telford's branch was a large and highly visible one within the shopping centre.

The details of the vacant store's future are still to be confirmed, but Mr Morrow said: "We hope to announce very soon an exciting new scheme that will fit in as part of the Northern Quarter planning."

Figures produced by the British Retail Consortium suggest that there remains an appetite for high street shopping, with monthly analysis of sales showing a 0.6 per cent jump in like-for-like sales among British consumers in November.

That's the month that includes Black Friday, now a vital component in the battle for sales in Britain.

Helen Dickinson, chief executive of BRC, said: "This year's event was expected to be the biggest yet, and our figures confirm that the week including Black Friday saw non-food sales up around 40 per cent compared with the other weeks of the month.

"However, compared to last year there was more of a shift of spending from earlier in the month, with sales down on last year in the weeks prior to November 25."

The rise in online shopping is forcing retailers who remain open in town centre premises to be more creative in drawing in customers.

Mr Lockwood added: "I wouldn't say we are having to necessarily work harder to bring in customers, but with the increase in mobile technology we have had to do more on the social media side of things this year, and to make people aware of what is on offer.

"A lot of retailers are pushing click and collect, and that is driving customers back into the shops."

Mr Lockwood is also on the board of Shrewsbury's Business Improvement District, and said the town as a whole was doing more to appeal to shoppers from further afield.

"We have targeted other areas as a town – places like Wrexham and Chester," he said. "Places that are within an hour's drive.

"The Little Book of Shrewsbury has gone out further afield this year compared with last year, and we will know the feedback from that after Christmas when we get vouchers and competition entries back."

He added: "We would probably be aiming for an audience which is further afield this year."

Mr Morrow added: "Our marketing strategy continues to cover all of our catchment area and communicate with a variety of customers on lots of different levels, including social and printed media.

"It is not easy to establish if there is a direct negative impact from Grand Central as a city centre scheme has a different offer, but we are aware that city centre footfall has also declined."