Gen Z Drives High Street Revival Through Social Media Trends

Young consumers, identified as Generation Z, are significantly boosting the High Street by patronizing independent businesses that gain popularity on social media platforms. Research indicates that 80 percent of Gen Z individuals, born between 1997 and 2012, have visited an independent shop after discovering it on sites such as Instagram and TikTok. This trend persists even when the shops are located up to an hour and a half away.

The findings suggest that brick-and-mortar businesses struggling with the shift to e-commerce may find new vitality through social media marketing. Independent establishments that have benefited from this phenomenon include Randalls, a sweet seller in Market Harborough, Leicestershire, and Humble Crumble, a pudding shop located in London’s Borough Market.

According to Dan Edelman of American Express, the influence of social media discovery is directly translating into customer visits and spending for small, independent firms. He noted that Gen Z, with its increasing influence and purchasing power, is creating new avenues for businesses to enhance revenue, foster customer loyalty, and attract more foot traffic to high streets across Britain.

This behavior, sometimes referred to as the ‘viral pilgrimage’ economy, highlights the habits of younger consumers who are often observed gathering at specific shops, cafes, or restaurants that have gained online traction. The research revealed that 62 percent of Gen Z consumers actively search for businesses on social media before visiting. Furthermore, 58 percent reported that these online discoveries led them to businesses they would not have otherwise encountered. A majority of these consumers visit within a week of first seeing a business online, and one in five plan an entire outing around such a trip.

Consultancy firm Retail Economics reported that independent businesses are capturing half of the spending influenced by social media on the High Street among Gen Z consumers.