Research carried out by American Express in partnership with Retail Economics in spring 2026 found that social media is helping to drive around 1.7 billion visits to UK high streets per year, amounting to more than 30 million visits.
Their Hype to High Street survey of 2000 British adults found that 63% of them have visited a shop or hospitality venue within the last year, such as a café or restaurant, after being influenced by content they saw on social media. Among Gen Z consumers (aged 18-28), that figure rises to 88%.
With 82% of consumers return to a business after a socially influenced first visit – rising to 96% among Gen Z – it’s clear that retailers are missing a trick if they neglect their social channels. These customers are also powerful advocates with 79% saying they shared their most recent visit in some way, either by recommending that business, posting about it on social media or leaving a review online. Among Gen Z, that figure rises to 89%.
Short-form social content is helping translate viral and ‘hot’ products into offline demand, with the rise of products such as Dubai chocolate and matcha drinks, along with trending locations or experiences motivating consumers to visit in person.
This points to the emergence of a new ‘viral pilgrimage’ economy, where consumers travel significant distances to other towns and parts of the country, to experience products, venues and trends they first discovered online. Over 35% of Gen Z consumers have travelled to another city or region to purchase a product they first saw trending online. Once there, nearly 9 in 10 (87%) say they would be willing to queue for a sought-after product or experience.
87% of respondents reported spending money during a socially influenced visit, rising to 94% among Gen Z shoppers. More broadly, Retail Economics’ modelling suggests that social media now influences one in every 20 in-person high street purchases across the UK, highlighting its growing role in converting online engagement into real-world spending.
At a time when many high streets continue to face pressures, the research also shows that the benefits of socially influenced visits extend beyond individual businesses, generating wider economic value for surrounding retailers, restaurants and other venues.
32% of consumers visited additional nearby shops, restaurants or venues during the same socially influenced trip, while more than 1 in 5 Gen Z shoppers (22%) said they spent more than originally planned once they arrived.
Dan Edelman, UK General Manager, 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. At American Express, we’re committed to championing the UK’s high streets and the businesses that power them, helping merchants make the most of these changing consumer behaviours.”
Richard Lim, CEO 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.”
