Social media drives 1.7 billion annual visits to UK high streets, American Express research finds
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.
Its Hype to High Street study, conducted with Retail Economics, found that 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%.
82% of consumers return to a business after a socially influenced first visit, rising to 96% among Gen Z. These customers are also powerful advocates; 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%.
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. 35% of Gen Z consumers have travelled to another city or region to purchase a product they first saw trending online. Once there, 87% would be willing to queue for a sought after product or experience.
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. 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.
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 22% of Gen Z shoppers said they spent more than originally planned once they arrived.
Dan Edelman, UK General Manager, Merchant Services at American Express, says: “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. 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, says: “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.”
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
