Trendy boutiques, a thriving local art scene and hipster cafes may at first glance appear a far cry from the traditional British seaside, but one spot on the Kent coast has risen in popularity for being a perfect blend of the two.

The charming seaside town of Deal has earned the nickname "Hackney-on-Sea", and it's clear to see why. Of course, it's pebble-lined shores and pier appear like any other seaside town, but wander the streets and you'll feel more like you're in east London than Kent.

The town has changed a lot in the past few years though it’s clear to say that despite its recent 'trendyness', Deal has its own local character and history.

With the rise in popularity, the affordability of housing and the increase of second homes has also become a significant concern for some locals. Over the last five years, the average property price in Deal has surged by £77,736, a rise of 25.26%, with the price increasing by £15,572 (or 4.21%) in just the last year, according to Property Solvers. While these changes have raised concerns about affordability, the locals still welcome the influx of visitors that keep the town alive and local businesses thriving.

There are now over 800 holiday rentals in Deal, according to Home to Go.

Daisie Martin, 26, restaurant manager at The Lane who has been living in Deal for nearly eight years, told the Express: "We definitely get a lot more people down from London, especially over the summer. We don't really get a lot of regulars in anymore; we do just get an influx of holiday makers.

"I think Deal's a place to be for holiday makers. I think there's a lot of holiday homes more in Deal, more along the seafront, and people from London buy property down here. I feel like the majority of Deal is probably holiday homes.

"We used to have a lot of regulars, but they just don't come here anymore. We've had to put our prices up to compete with the rising costs of everything so we do get a lot of the Londoners down who want to spend their money here.

"I think they're starting to introduce more things now because we are getting more holiday makers down and the town's trying to be a bit more up and coming."

Jamie Cureton, 28, restaurant manager at Deal Pier Kitchen for three years and who grew up in Deal, said: "Deal has definitely changed recently. When I grew up here, it was a tiny town where you knew everyone. Now, it’s becoming more upmarket, with new shops and restaurants popping up but it’s good.

"This is probably the first year in the last few years where it's been busy at this time of year. There’s a lot more people, especially from London, coming down almost every weekend.

"I think the housing market in Deal at the moment is quite tight, because as soon as something goes up, it's gone fairly quickly. I think people are moving down here quite a lot, and people are jumping on properties.

"We've had a lot of corporations try and come in, and it does get rejected by either the council or the locals and people really enjoy that there are no big chains here—everything’s local."

Maria Underwood, figure and portrait artist and Deal market stall holder who has been living in Deal for about 10 years, told the Express: "I have a market stall, but even if I didn't, it is where I would choose to hang out on a Saturday," she said, emphasising the community spirit at Deal’s buzzing market.

Regarding the recent nickname of Hackney-on-Sea, Underwood said she acknowledged the nickname’s origins, particularly the rise of trendy, independent shops: "I understand it from a marketing point of view. It will totally get people down."

However, Underwood emphasised that Deal has its own distinct charm: "It’s got its own personality, its own character. And it's actually really friendly. So there are parallels, but I would say that it's different as well."

While Deal has gained popularity with tourists, especially over weekends, she said it still maintains a friendly and welcoming atmosphere: "I think Deal is really friendly to each other and to other people."

She said that the influx of people is a good thing for local businesses: "It means that we can do what we do. I couldn't do what I do as an artist if there wasn't a constant influx of people."

Having lived in Deal for ten years, Underwood also reflected on the changes she’s seen, especially in the housing market though she was quick to note that, given her relatively shorter time in town, someone with even longer roots in Deal would be better suited to offer a broader perspective: "There are loads of visitors because there's more visitors than there are available rooms," she said, noting that this influx has contributed to rising housing costs. "I think housing is expensive because it's so popular."

While the increase in visitors may come with some challenges, it brings more positives than negatives.

She said: "But, I mean, the other option is that nobody comes and the town... so, I think it's good, personally. It's vibrant, and who can complain about that? It's vibrant, and it's interesting, and it's beautiful, and it's friendly. What's not to love? Just taking time to go into the boutique shops but also enjoy the beach, because it literally doesn't matter whether it's raining, snowing, or howling, it's just beautiful."

Peta Gibbs, owner of The Little Purple Wardrobe, a shop which sells preloved high street and designer clothes, for about two years and a half, is now opening her shop on Sundays due to the sharp increase in visitors on the weekends.

James Holliday, who has been living in Deal for about 11 years and Butcher at the Black Pig which won the 2022 BBC Radio 4 Food Programme's Food and Farming 'Food Producer' award and 2019 Young British Foodie, said: "I haven’t been to Hackney in years, so it’s hard to say, but I can definitely see a change in Deal, especially in the summer.

"It’s a really busy time of year, particularly on weekends, and there’s a lot of exciting things happening in town, especially with food. There are some amazing chefs in Deal, and more and more places are popping up, and making a splash in the press."

The Blue Pelican, a Japanese restaurant, has recently received a rave review from Grace Dent: "You go in there and you start seeing faces you don’t normally see in town. Some people are even traveling to come here to eat, which is great for the local community."

He added: "Of course, the influx of people from London does impact house prices, but it’s hard to say exactly how much. Since I’ve lived here, I’ve definitely seen prices go up. My wife and I are trying to buy a house, and it’s tough, but that’s just the way the economy is in general.

"I’ve definitely seen an increase in people buying things when they visit. Many people stay in Airbnbs, and they often get recommendations from locals. It’s becoming common for visitors to go out for a night and then cook at home the next. Over the past three or four years, spending has definitely gone up, but we still have a really good local base."

His expert food suggestions included Dinner with Cal, which is a pop-up version of Relish, the Blue Pelican, and the Tap House on South Street if you're in the mood for pizza.

Michael Finney, 67, who has been living in Deal since 1967 and has now retired due to suffering a rare case of neurofibromatosis, told the Express: "This is, I find, the cleanest and nicest town on the Kent coast, apart from let's say, maybe Whitstable. You go over to Thanet, that is awful."

He said Deal has changed a great deal since he moved there over 58 years ago now. Finney even claimed that several pop stars like the Rolling Stones and David Bowie played in Deal before becoming famous. There used to be many fishing boats all the way up to the pier, but after the hurricane of 1987, which hit all of the East Coast, the fishing boats were washed up onto the road and a people in a pub had to climb onto the roof to be rescued by helicopters.

Finney noted that there are few clothing shops left in Deal, reminiscing about John Pittock & Sons, a family-run store that was eventually sold to a 'fancy London dress tailor' before closing. Despite this, he praised the town's many longstanding pubs, which continue to be a staple of the community.

He said: "Now there's hardly any shops left, where you can get clothes and so forth, same as everywhere, but there are other places, there's cafes and charity shops so otherwise, it's very good."

He spoke of an old building right on the seafront - the previous Regent Cinema which was originally built as a pavilion for music concerts in 1928. It was then converted into a cinema in 1933, then a bingo hall until its closure in 2009.

It has remained abandoned and derelict since then but many locals told the Express they hoped for it to become a cinema once again.

Christopher Townend, Head of Place and Growth at Dover District Council, said: "We have always known how wonderful Deal is, with a vibrant community, bustling high street and array of unique shops and restaurants.

"It was only a matter of time before others from further afield started to notice how special Deal is and we have seen a rise in people visiting, moving to the area or doing business here, which in itself brings variety and confidence to the town. The pier is an important local landmark which has formed part of the town’s identity for some 70 years, when it was rebuilt after two previous structures were damaged.

"In recent years, we have invested more than £1 million on revamping the pier, including resurfacing, new seating and lighting, and in 2019 the new Deal Pier Kitchen restaurant opened its doors and continues to be a hugely popular venue. The pier is also an internationally recognised angling spot.

"We are thrilled this landmark continues to attract both tourists and locals and we are committed to investing in its future, most recently with a £140k programme of repair works to ensure it is fit for purpose for future generations.

"The town offers other delights, too, including the Deal Timeball Tower, which underwent a major £80,000 programme of renovation work by the Council to refurbish the timeball mechanism as well as a range of external works to the popular maritime landmark. This will help to ensure this historic attraction remains an integral part of Deal’s offering.

"And looking to the future, we are about to embark on an ambitious £20 million project to build a new leisure centre in Deal with a six-lane pool, toddler splash pad and an extensive range of health and fitness facilities. This is an exciting time for the town."