Far from drawing consumers away from physical retail, social media is driving an estimated 1.7 billion visits to UK high streets every year
Far from drawing consumers away from physical retail, social media is driving an estimated 1.7 billion visits to UK high streets every year – an average of over 30 million visits a week – according to new research from American Express.
The Hype to High Street study, conducted with analysts Retail Economics, found that nearly two-thirds (63%) of UK adults 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%.
The study suggests social media has become a powerful driver of both customer footfall and loyalty, particularly among younger consumers. More than four in five (82%) consumers return to a business after a socially influenced first visit, rising to 96% among Gen Z. These customers are also powerful advocates; nearly eight in ten (79%) say they shared their most recent visit in some way – whether that meant recommending that business, posting about it on social media or leaving a review online. Among Gen Z, that figure rises to 89%.
The ‘viral pilgrimage’ economy
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 a third (35%) of Gen Z consumers have travelled to another city or region to purchase a product they first saw trending online. Once there, nearly nine in ten (87%) say they would be willing to queue for a sought-after product or experience.
Social influence is driving spend
The research is based on a survey of 2,000 UK adults, combined with economic modelling used to calculate the total value and volume of social media-influenced spending on UK high streets.
Nearly nine in 10 (87%) 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.
The domino effect of viral footfall
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.
Almost a third (32%) of consumers visited additional nearby shops, restaurants or venues during the same socially influenced trip, while more than one in five 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.”
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.”
Humble Crumble, a London-based dessert business, has seen this first hand. When a customer posted a video of their Halloween pumpkin crumble in 2020, it went viral overnight – a pattern that has repeated ever since, most recently in 2026 when a surprise visit from the Prince and Princess of Wales to their Borough Market site went viral once again.
Kim Innes, Founder of Humble Crumble, said: “After the pumpkin crumble video in 2020, we went from selling a handful of crumbles a day to hundreds, grew from 2,000 to 230,000 followers, and expanded from a single 2x2m market stall to four permanent London sites. But the impact went beyond our business – we could physically see the queues we were bringing in benefitting the traders around us.”
HumaniTea, a Central London-based ready-to-drink tea latte brand, is another one of those businesses. As matcha became one of the UK’s biggest food and drink trends, the business used social media to put their products at the centre of the conversation, translating online visibility into major retailer listings across the UK.
Tina Chen, Founder of HumaniTea, said: “Social media has played a huge role in helping us grow sales and compete with much bigger brands. By creating content around matcha and milk tea trends, we’ve built a strong following and expanded into various high street retailers.”
Nuevo Noir, a Southeast London-based men’s grooming brand, has also experienced this impact. When Prince Harry’s comments about his beard during a tell-all interview went viral, the cultural moment translated almost instantly into consumer demand, with men across the country searching for ways to achieve the same look.
Leon Francis, Founder of Nuevo Noir said: “When beard styles started trending online following the interview, we saw sales surge almost instantly. Sales of beard oils increased by up to 60%, some products sold out completely, and the trend continues to drive customer demand today.”
