Visitor numbers to Wellingborough town centre are up by more than 17 per cent, according to latest statistics.
The spike is more than four times higher than regional and national averages and comes on the back of a series of events and promotions aimed at attracting more people to the town centre.
There were 497,646 visits clocked to and from a designated area centred around Market Street by a device measuring footfall during March, compared with 332,592 in January and 338,548 in February.
The figures represent a 17.6 per cent hike between February and March, higher than a rise of 3.9 per cent for the eastern region and a national increase of 3.8 per cent.
The research was commissioned by the Wellingborough Business Improvement District (BID), which is paid for by businesses and works to promote the town centre through its Discover Wellingborough campaign.
John Cable, manager of the BID, said: “We have a vibrant town centre which is getting busier and busier as more people flock to our events and discover, and rediscover, Wellingborough.
“This rise in the number of shoppers visiting Wellingborough is wonderful news for the town, wonderful news for our traders and wonderful news for the local economy.
“We have worked extremely hard through the Discover Wellingborough campaign to attract more people into the town centre and it now feels that this concerted effort is starting to pay dividends.
“We believe in Wellingborough because of our wide range of independent traders, safe town centre, free parking and green spaces – and these latest footfall figures demonstrate that people agree with us.”
The BID organises major events, including The Beach, Medieval Festival, the Christmas lights switch on and the Great Wellingborough Bake Off. It is also about to launch a new-look website showcasing the town centre, including events and promotions.
It introduced monthly footfall figures in January to gauge town centre visitor numbers.
Town centre traders have welcomed the increase in shopper numbers.
Neil Waite, owner of Captain Neil’s Toy Chest, in Market Street, said: “Wellingborough is on the up, with more and more people visiting the town centre.
“We’ve got independent shops for all of your needs – come and see for yourself.”
Catherine Green, who owns Rockabilly Rose The Florist, in Cambridge Street, said: “There has certainly been more people through our door recently, Wellingborough is definitely up and coming.
“Our business is doing well and we are not even a year old, we have got lots of lovely customers.”