I think most people don't have a problem with runners in particular.
I think problems arise when people are inconsiderate and/or unaware that they are in a space used by other people.
So, as you say, it's thoughtless to use the whole pavement. People may want to walk faster, pass in the opposite direction without having to wait while you move yourself/selves, or, yes, run or jog by.
In a busy shopping area, there is likely to be a lot of ambling on the pavements with people thinking more about the errands they are running than how to make progress, so I think it is more considerate, if you want to go at an unusually high pace, to avoid those areas. Specially as there are more likely to be the type of people there who are a bit unsteady on their feet and nervous of losing balance if they perceive someone to be swerving close to them.
As Rule H2 of the Highway Code says "At a junction you should give way to pedestrians crossing or waiting to cross a road into which or from which you are turning." I think that drivers need to be aware that a pedestrian close to a side road approaching fast is, in effect, waiting to cross, albeit in motion, and the driver should give way to them.
OTOH, runners who hassle slower or more vulnerable pedestrians are a problem. I was cautiously descending some narrow potentially icy, slippery leaf-covered steps the other day, holding the handrail. A runner came up close behind me about halfway down and first huffed and then asked me to step aside to let him past. To do that I would have to go onto the broken edge of the steps and it would still have been a squeeze, so I refused to risk it.
I'm a fast walker so tend to step off the pavement (checking for traffic first) to pass slower pedestrians, so I don't think it would be unreasonable for you to do that, and I think the road is less likely to be icy than the pavement. But in general, I think it's safer, and more expected for pedestrians to be on the pavement.