Businesses in Dereham and Fakenham have revealed a sense of cautious optimism over their prospects for 2023 as the new year begins.
Having weathered a difficult 2022, shops, pubs and cafes in the area remain largely positive as they look ahead to the next 12 months of trade.
Life on the high street is arguably tougher than ever for small business owners, with energy bills skyrocketing to unmanageable levels and shoppers struggling themselves with the cost of living.
But, while appears to be little sign of respite on the horizon, firms are doing their best to stay as upbeat as possible.
Damon Harris, who runs Harris Hardware in Dereham Market Place, is firmly in the 'optimistic' camp.
Mr Harris believes a growing number of consumers are lending their support to town centres in a bid to track down the best possible deals.
"I think people are starting to lose faith in online shopping and, with the delivery cost going up, they are going to head back to the high street,” he said.
"There was a retailer who came in before Christmas who told me her customers were saying her shop was cheaper than Amazon. It's the same with us - not just on delivery, but with the cost of the items.
"I think people are realising that online is not as cheap as it once was and they are heading back to us."
Harris Hardware also boasts repair and tool-sharpening services, giving the store another string to its bow.
“With the cost of living, people will come to us for repairs rather than throwing tools away and buying new ones.
"In that respect, I think things can only be positive for us, and I am optimistic for the next 12 months."
Over at the Cherry Tree, co-owner Sarah Godsoe said the Theatre Street pub was busier now than before the coronavirus pandemic, with more customers coming through the door and more pints being pulled.
She is therefore feeling positive about the year ahead and, having carried out a lockdown refurbishment of the premises, more improvements are on the way.
“We have plans for this year, more so for the summer," said Miss Godsoe, who has owned the Cherry Tree pub for 10 years alongside her sister, Morgana Hale.
"We want our garden repaved and to really focus on the outside area. We are looking at possibly converting the outside shed into an events room.
"We are feeling optimistic but apprehensive. We are growing in strength and we feel that we can only get stronger, both as a business and as a pub."
Up in Fakenham, Tracey Racey, owner of Q's Coffee Shop & Bistro, predicts 2023 will be "very hard".
Ms Racey said the cost of living crisis would continue to have a detrimental impact on her business, as customers look to cut down on non-essentials such as morning coffees and snacks.
To counter this, the Quaker Lane shop is offering more deals for customers such as lunch and dinner clubs, as well as themed offerings such as curry nights.
However, Ms Racey admitted it was the uncertainty that made the next 12 months so tough to prepare for.
“We are hopeful for a good year, but you never know what is around the corner and a lot of things are out of our control," she added.
“You just have to wait and see what happens and hope we see people coming through the door.
“I hope people will come out but, when you switch the news on, it is all doom and gloom. It makes people worried about the impact on their pockets.
“I know it is going to be hard but we are up for the challenge.”
Crafty Ones, in Norwich Street, Fakenham, opened 18 months ago and has expanded to incorporate a haberdashery section.
Marion Peck, who manages the shop to help out her daughter and owner, Alice Scourfield, hopes more people will discover the business throughout 2023.
"We are hoping things will improve, people will learn that we have the haberdashery with all the stock in, and that the business stays buoyant,” said Mrs Peck.
"We hope there will be an increase in trade. We would like to expand Crafty Ones, get more craft items in and find new suppliers to sell their products. We are always looking for something different to have in the shop.
"We feel confident and you have got to be optimistic. It's no good being pessimistic about this."
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