The creative heart of Birmingham's oldest neighbourhood has received national recognition, with two of its streets celebrated for their unique appeal to a new generation of shoppers.
National Recognition for Creative Streets
Recent research conducted by American Express and retail experts GlobalData has placed Gibb Street and Floodgate Street in Digbeth among the United Kingdom's premier high streets for independent retailers that most attract Generation Z customers. While cities like Brighton and Sheffield dominated the very top of the list, Birmingham's historic Digbeth district secured a prominent position thanks to its undeniable creative energy and flourishing community of small businesses.
A Hub for Makers and Unique Experiences
Gibb Street has long served as a central hub for artists and makers. Its repurposed industrial buildings now host an eclectic mix of boutique studios, craft stores, pop-up markets, and design-led gift shops. Visitors can discover everything from handmade ceramics to limited-edition prints, making it an ideal destination for finding thoughtful and original presents.
A short stroll away, Floodgate Street contributes a distinct personality to the area. Famous for its blend of independent venues, experimental food outlets, and quirky entertainment spaces, the street masterfully combines the playful with the unexpected. It's a place where you can browse unique items, make a purchase, and then settle in for a drink or a festive bite to eat, all within the same vibrant stretch.
Tapping into Gen Z Trends
The 2025 research highlighted a growing interest from Gen Z shoppers in specific categories, including vintage fashion, wellness gifts, and analogue treasures like vinyl records and film cameras. Digbeth directly caters to all these trends, with record stores, retro clothing spots, and wellness-focused studios woven throughout its streets.
As Birmingham's Christmas illuminations sparkle and seasonal markets attract crowds, Gibb Street and Floodgate Street offer a markedly different festive experience. Here, there are no chain stores, carbon copies, or frantic rushing. Instead, shoppers encounter pure creativity, authentic craft, and a relaxed atmosphere that transforms the search for the perfect gift into a pleasant winter wander rather than a chore.
For anyone looking to support local businesses and find something truly unique, these two Digbeth streets are poised to be among the West Midlands' most distinctive highlights this holiday season.
The full list of the top 10 independent high streets is:
- Brighton (Trafalgar Street, Sydney Street, Kensington Gardens)
- Sheffield (Devonshire Street, Division Street & top of Cambridge Street)
- Manchester (Oldham Street)
- London (Coal Drops Yard & Stable Street)
- Birmingham (Gibb Street & Floodgate Street)
- London (Broadway Market)
- Edinburgh (Deanhaugh Street, Raeburn Place)
- Liverpool (Bold Street)
- Bristol (Gloucester Road)
- Leeds (Central Road, New Market Street, and part of Call Lane)
