Shoppers are travelling across the county to hit the city's high streets, according to a major new survey.

The survey, by property consultants GVA Grimley, shows people flock from Blackpool, the rural Fylde and east Lancashire to shop in Preston.

Nearly half those surveyed opted for Preston ahead of Manchester and the Trafford Centre as their second choice retail destination after their local town.

The data also shows that more than a third (39.5%) said they came for non-food shopping, including clothes and homewear.

A total of 14.8% head into Preston for food shopping, but just 3.6% said they came to socialise, and only 2.1% visit the city's historic markets.

But for many the motive was because the city is close to home, work or friends and family.

Some 40% said they liked the "good range of multiple retailers" with another 19% visiting small independent shops.

The entrance to The Mall St George's Shopping Centre was the busiest part of the city centre, while the quietest was the Miller Arcade in Church Street.

The study concluded Preston performed "adequately" but must address signs of weakness if it is realistic about its bid to be the North West's third city.

It also highlighted the lack of people who visit for late night shopping or to eat and drink.

Lancashire County Council leader Hazel Harding said it was time Preston was recognised as the "retail capital" and worked for the greater good of the whole county.

Council leaders in Blackpool and Blackburn have lodged formal objections to the £800m Tithebarn regeneration amid fears of unfair competition.

Coun Harding said: "Preston is always going to be the major retail offer for Lancashire and the lesser offers of places like Blackpool, Burnley and Blackburn can complement that.

"Preston, with Tithebarn on the way, is going to be the retail capital of Lancashire."

Ken Williams, manager of The Mall St George's Shopping Centre, said there was a chance for Preston to develop its offer from a "functional" one, serving the community, to an "aspirational" one, offering visitors a greater shopping experience.

Frank McKenna of the lobby group Downtown Preston in Business, said: "Historically Preston has always taken that leading role in Lancashire."

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