Small businesses are calling for more support to help them increase their presence in the High Street.

Jewellery retailer Hollie Woodham has been selling in Norwich for the past 20 years but is concerned closed shops nearby affect footfall to hers, Nova Silver.

New and old businesses in Norwich agreed the key to establishing a thriving local economy was more support from local and national government.

Their thoughts echo the findings of a new report from the Federation of Small Businesses (FSB) which has urged local authorities to create a specialised fund to support pop-ups, markets, and temporary use initiatives for first-time businesses to encourage new ventures on the High Street.

Ms Woodham said fluctuating customer levels also made it hard for the store to predict staffing requirements.

“There’s a lot of shops that are closing down. Again, that doesn’t bring people into the city; they think you’re already closed.

“So it would be really helpful for pop-up shops to be in the city and to make a bigger community of independent shops.”

Jon Lee runs a pop-up business, Feel Good Ice Cream, supported by Jarrold’s department store.

He said he would like a more permanent presence on the city’s high street.

“When you go from a small pop-up to a shop, it’s a huge expense, and it’s a bit of a financial burden on small businesses like myself,” he said.

“So I think where you could meet in the middle, is where you could have the opportunity to go in [to a retail space] for a few months, to see if your model is going to work.”

Jon Hook has recently re-opened a coffee shop, The Courtyard Cafe on Elm Hill.

It had been closed by previous owners for more than two years due to Covid and cost-of-living pressures.

Manager Tina Smart said since opening, she had been turning customers away on days the cafe was closed, so she remained optimistic about its prospects.

Mr Hook said: “Business rates, staffing costs; it isn’t easy for small businesses.

“It’s a tough gig and you really have got to put 110% in to make a living.”

His views are reinforced by the findings of the FSB report.

FSB spokeswoman Candy Richards said: It’s important that small firms across the East of England are provided with the right environment, infrastructure and flexibility to be successful – and in turn help grow their local economy.”

She said business rates remained a huge burden on high street small businesses, with the current Small Business Rate Relief (SBRR) a key part of their survival.

The research found 26% of high street small businesses in the East of England said they would not survive without SBRR.

The FSB wants the SBRR threshold increased to help small firms.

It is also recommending free parking is offered on certain days to help increase footfall and would like free bus travel on certain routes.

The Business and Trade Secretary, Jonathan Reynolds, said: “Our mission is to bring economic growth to every part of the UK.

“I welcome the FSB’s thorough and detailed study and we will be engaging with them, and businesses across the country, as we develop our understanding and response to these important recommendations.”

A Norwich City Council spokesperson said: A council spokesperson said: “We recognise the valuable contribution independent retailers make to the social and economic life of the city and we understand many of them have been through a hard time since Covid, which is why we want to make the city centre more accessible and connected to more of our residents.

“To maintain a thriving city centre the council recognises it may need to find new and different ways to influence and cultivate the retail offer of Norwich.

“It’s why we are working closely with our partners in the public and private sectors to address these factors.”