Small independent shops in Cowbridge and towns across Wales are the 'highest priority for the future', according to a new report from the Federation of Small Businesses (FSB) Wales.

With the help of FSB members and the public, A Vision for Welsh Towns outlines the challenges that towns have faced in recent years.

Previously, research from the FSB Wales found the biggest considerations for towns and SMEs come from outside the communities, such as social and demographic trends, urbanisation of cities and updates in digital technology.

The findings suggest these challenges are still present and have been heightened by the pandemic and supply chain issues.

Only 3% of the people surveyed felt their high street was 'thriving,' while 46% were unsatisfied with the actions of decision-makers to improve their town centre.

But the research also found that people overwhelmingly rank 'thriving small independent shops' as their highest priority for the future of their town centre.

Ben Francis, FSB Wales Policy Chair, said: "We believe that no matter where you live, there should be a plan to support thriving town centres and high streets that is clearly communicated to residents and small businesses.

"Local engagement and dialogue are essential if we are to regrow our town centres in a way which engenders pride and ownership from businesses and the public."

Mr Francis continued: "Given the importance of towns and high streets to the economic health of our communities, this mission needs to be central to any plan for the Welsh economy and needs to draw in the efforts and resources of Welsh, local and UK governments and should be key to the approach by the four economic regions of Wales as well as the debate about levelling up.

"While there seems to be no lack of will among decision-makers, success will only be delivered by a truly joined-up approach."

The report also found 57% of people buy online more than shopping on their local high street or town centre.

Recommendations from the FSB Wales for decision-makers in all towns include addressing cost pressures endured by town centres and small businesses, including business rates and parking, as well as identifying where events have resulted in increased footfall.

Click here to read more about the report and watch FSB Wales' video from Cowbridge High Street.