Beauty business is booming in East Cambs as region saw 80pc increase in salons

The number of beauty treatment salons increased from 25 to 45 in the area, according to figures from the Office for National Statistics.

Retail specialists say the trend is likely to continue as consumers seek to treat themselves to an experience rather than buy an item on the high street.

Over recent months many familiar high street names have disappeared. Toys “R” Us, Maplins and Poundworld have shut, while big brands such as House of Fraser, Mothercare and New Look are closing stores.

Across the UK the number of beauty treatment salons has rocketed from nearly 27,000 in 2010 to 43,000 in 2017.

The number of beauty treatment businesses has gone up in all but seven of the 391 local authorities in the UK. The number has more than doubled in 50 local authority areas. The most recent records show that between 2016 and 2017 there were 5 more in East Cambs.

An independent review of the high street in July identified this shift on most high streets. It said: “The traditional anchors of many town centres such as banks, clothing shops and pubs have been closing hundreds of outlets and in the case of banks nearly 2,500.

“Where these shops have been taken over, they are being filled by health and beauty businesses – nail salons, tattoo parlours and barbers – all offering experiences rather than just products.”

The report’s author, former boss of Iceland and Wickes Bill Grimsey, explained: “Nail bars, hairdressers, even spas on the high street are experiential, so they are growing. They are taking on some of the commercial space that is vacant. It is growing at the moment, and with more and more opening across the country it is yet to reach a consolidation point.”

Lucy Stainton, head of retail at the Local Data Company, said: “When money is tight people still want to treat themselves and getting your nails done is a way to do that without spending a larger amount of money on clothes.”