Social media is driving an estimated 1.7 billion visits to UK high streets annually, equivalent to more than 30 million visits per week, according to a study by American Express in collaboration with analysts Retail Economics.
Nearly Two-Thirds of UK Adults Influenced by Social Media
The “hype to high street” study found that nearly two-thirds (63%) of UK adults have visited a shop or hospitality venue within the past year after being influenced by content they saw on social media. Among Gen-Z shoppers aged 18 to 28, the proportion rises to 88%.
American Express said that social media posts about products or stores are prompting a “viral pilgrimage” economy, where consumers travel significant distances to experience products, venues, and trends they first discovered online.
Customer Loyalty and Word-of-Mouth
The research indicated that such visits can lead to customer loyalty. More than four-fifths (82%) of people return to a business after a socially-influenced first visit, rising to 96% among Gen-Z age groups.
These customers also help spread the word about businesses online, with nearly four-fifths (79%) saying they shared their most recent visit in some way—whether recommending the business, posting about it on social media, or leaving an online review. Among Gen-Z, the proportion rises to 89%.
Gen-Z Willing to Travel and Queue
More than a third (35%) of Gen-Z surveyed have travelled to another city or region to purchase a product they first saw trending online. Once there, nearly nine in 10 (87%) said they would be willing to queue for a sought-after product or experience.
Nearly nine in 10 (87%) people reported spending money during a socially influenced visit, rising to 94% among Gen-Z shoppers. Retail Economics’ modelling suggests that social media now influences one in every 20 in-person high street purchases across the UK.
Ripple Effect on Neighbouring Businesses
There is also a ripple effect for high streets, with around a third (32%) of people saying they visited additional nearby shops, restaurants, or venues during a socially influenced trip. More than a fifth (22%) of Gen-Z shoppers said they spent more than originally planned once they arrived.
Dan Edelman, UK general manager of merchant services at American Express, said: “Social media has become the new shop window for Britain’s high streets. What starts as a scroll on social is increasingly translating into real-world visits, increased spending and growth opportunity for businesses across the UK. What’s striking is that the impact doesn’t stop at the venue that first caught a consumer’s attention – social media is creating a domino effect that benefits neighbouring businesses and helps entire high streets thrive. For merchants, particularly those looking to attract younger consumers, the ability to turn online hype into memorable in-person experiences has never been more important.”
Real-World Example: Randalls UK
Jarrod Burke, founder of Randalls UK, a family-run sweet shop in the East Midlands, told how an online video had a big impact. He said: “What’s been amazing is seeing the impact spread beyond our business too – people are making a day of it in Market Harborough, visiting other independent shops, cafes and businesses nearby.”
Expert Commentary
Richard Lim, chief executive at Retail Economics, said: “Social media is not just driving online sales, it is now also influencing in-person spend on the UK high street. The channel’s growth underlines just how quickly shopping via social has become mainstream, as well as the extent of its positive contribution to the long-term health of UK high streets. Social media is becoming an increasingly important driver of footfall in its own right, helping turn shops, restaurants and venues into destinations consumers actively seek out, visit and share with others.”
