Social Media Drives 1.7bn Annual Visits to UK High Streets

• New American Express research finds almost two-thirds of UK adults have visited a shop or hospitality venue after being influenced by content they saw on social media
• Research suggests the rise of a new ‘viral pilgrimage’ economy with over one-third of Gen Z consumers having travelled to another city or region to buy a viral product
• Nearly 9 in 10 (87%) shoppers have spent money during a socially influenced high street visit, rising to 94% among Gen Z.
   

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 Streetstudy¹, 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 4 in 5 (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 8 in 10 (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 9 in 10 (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 9 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 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.”

Case study: Randalls sweet shop

Randalls, a family-run sweet shop in the East Midlands, is one of these businesses. They saw customers travel from across the country after posting a 60-second video showing them packing a customer's £270 pick and mix order. The video generated more than 12 million views online, boosting revenue but also benefiting the surrounding area.

Jarrod Burke, Founder of Randalls UK, said: “We’ve always known we had something special, but it was always a local secret. One video changed that overnight. People started travelling from across the country to visit the shop, including one customer who made a special trip while visiting the UK from Australia. Since the video went viral, our daily takings in-store have tripled, and we’ve regularly had queues outside the shop. 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, cafés and businesses nearby.”

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.”

In the UK since 2021, the number of locations accepting American Express has tripled, including more UK small businesses than ever before.² American Express Cards are accepted at over 170 million merchant locations worldwide as of year-end 2025.³ 

¹ Methodology: The findings are based on a survey of 2,000 UK adults, carried out by Retail Economics in April 2026, with economic modelling used to calculate the total value and volume of social media-influenced spending on the UK high street. The survey was nationally representative of UK adults aged 18+. Survey responses were combined with official retail and hospitality expenditure datasets, category benchmarks and behavioural assumptions to estimate the scale of socially influenced spending and visits across UK high streets. For the purposes of this report, ‘social-influenced’ spending refers to in-person retail and hospitality purchases where social media content played a role in influencing consumer behaviour. A ‘social-influenced’ visit is defined as any visit where social media played a part in motivating, informing or inspiring the decision to visit. All figures represent modelled estimates rather than audited transaction data.

² Based on FY 2025 internal data/includes payment facilitators.

³ Locations in force (LIF) estimate as of December 2025, which reflects an estimated 37 million merchants that accept American Express in China (including through digital wallets). LIF represents proprietary and partner acquired merchant locations where the merchant is enabled to accept American Express. LIF estimates incorporate data provided to us by certain third parties and include merchants that accept American Express through payment facilitators and digital wallets.

Source : American Express

Image : Vasin Lee / shutterstock.com / 2731447621

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