Four out of five Gen Z consumers have visited an independent retailer after encountering it on social media, with the average longest distance they have travelled totalling 95 minutes, according to new research by American Express.

The Hype to High Street study sheds light on how the physical consumption trends of Gen Z in the UK are influenced by social media, pointing to what Amex describes as an emerging “viral pilgrimage economy”.

The study suggests that social media presence can be a major boon for small businesses, with 62 per cent of respondents saying that they actively research businesses on social platforms before deciding to visit and 58 per cent reporting that it has introduced them to a new independent business they would not otherwise have discovered.

This translates into footfall: more than half of respondents visit within a week of seeing a business online, with one-fifth reporting that they have planned a whole day out around visiting a viral or trending independent business. In addition, 61 per cent say that they return after their first trip.

Upon arrival, Gen Z are willing to wait, spending on average nearly an hour queuing for trending and in demand products.

Small businesses appear to be benefitting from this trend, now making up nearly half of all social-influenced High Street spending by Gen Z, according to analysis by Retail Economics. Amex said this is helping them “punch above their weight”.

Dan Edelman, general manager for UK Merchant Services at American Express, said: “Our research points to a fast-growing ‘scroll to store’ trend led by Gen Z consumers, where social media discovery is translating directly into visits and spending with small, independent businesses.

“With their growing influence and spending power, Gen Z are showcasing new opportunities for businesses to boost revenue, build loyalty and bring more people onto Britain’s high streets.”

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