A quarter of millennials (26%) would love their local high street to have a coffee shop offering the perfect flat white – while 58% of over-55s say that a book shop, with a cosy reading nook, is an essential local business, research has found.

Other generational preferences when it comes to high-street retailers include 28% of Gen Z's wanting to see more sustainably created products being sold locally – more so than any other generation.

And one in five 35-44-year-olds (19%) are keen to see a craft beer seller in their area – while a third of this age group also support the demand for more zero-waste stores.

A supermarket (55%), a clothing shop (53%), a restaurant (58%), and a local butchers (50%) were named as other must-have high-street retailers, according to the 2,000 adults polled.

And it comes as 81% feel it is very important to keep high streets alive – with the top benefits including that they support the local economy (53%), and provide better customer service (41%).

Over a third (35%) also say they offer better quality and more interesting products – with 29% feeling happy or excited when shopping in a local independent store, compared to a larger chain retailer. However, one in four adults feel their local high street is just surviving, and are keen to see a resurgence.

The research, commissioned by online wholesale marketplace Faire, found nearly three-quarters of shoppers visit independent retailers “often” or “occasionally”, with a third shopping local a few times a week.

In fact, 44% say they feel guilty if they do resort to shopping in supermarkets or chain stores. And over half (54%) said they would shop online if there were forced to go further to shop – with 63% saying they would travel for up to half an hour.

Charlotte Broadbent, from the marketplace, said: “The research reveals that there’s a real passion to support the high street, with the British public recognising the benefits of shopping with independent retailers – citing that they offer high quality products and better customer service.

“However, we cannot forget the impact of the ongoing cost-of-living crisis, and it’s clear there’s a sense of guilt amongst consumers who naturally resort to shopping in supermarkets or in chain stores, on the hunt for value.

“Even in times where money might be tight, the results of this study really do back up the desire to see independent stores thrive locally – with consumers clearly showing they understand that supporting independent retailers helps the economy, and that they are keen to see a variety of stores on their local high streets.”

The research also revealed regional differences when it comes to the perfect high street, with a local butcher named as a priority for seven in ten shoppers in the North East (71%), compared to just 33% in London – while 23% of Londoners wanted an art gallery.

And over half (57%) of those in the North West were keen on having a cake shop on their high street – while a bakery was important to three-quarters (76%) of those in the South West.

Nearly half of all respondents (48%) noticed a decrease in the number of independent shops opening, with 55% saying their favourite local shop had closed in the past two years.

Three-quarters (73%) said it made them feel sad or angry when they see a small retailer shut down – and 71% say it is now time for independent shops to take over the space on high streets left by the closure of big brands, like Wilkinson’s.

Charlotte Broadbent, from Faire, added: “Local independent retailers are the original influencers and trendsetters within their communities.

“Supporting them strengthens our community's economic resilience, and helps consumers benefit from shopping experiences specifically curated with their interests in mind.

“We’re committed to erasing the inherent disadvantages that independent retailers face when competing against larger chains, and offer a variety of tools to help level the playing field, ensuring smaller retailers can compete on an equal footing.

“This research shows a real appetite for independent shopping, and we are happy to support retailers as they continue to contribute to the unique character of our UK high streets.”