A queue snaking round the block for a bubble tea that trended on TikTok. A train journey to a different city to buy a jacket that went viral on Instagram. That is the new reality for Britain's high streets, where social media has become the shop window — and it is pulling in an estimated 1.7 billion extra visits a year.
Research from Retail Economics and American Express suggests online platforms are now behind 30 million additional trips to shops, cafés and restaurants every week. Nearly two-thirds of British adults — 63 per cent — admit that content on apps such as TikTok and Instagram has influenced them to visit at least one physical store in the past year.
“Social media drives an estimated 1.7bn extra high street visits yearly, with 88% of Gen Z influenced to shop in person.”
But the pull is strongest among Generation Z, those aged 18 to 28. Some 88 per cent say social media has driven them to a shop or hospitality venue. And many are willing to go far for the trend: 35 per cent have travelled to another city or region to buy a product they first saw being talked about online. Patience too is a virtue — 87 per cent would queue for a sought-after product or experience.
The effect does not stop at a single purchase. One in three of those polled — 32 per cent — said they also stopped off at additional shops, restaurants or other venues during a social media-influenced trip, creating a ripple effect for high streets. According to the research modelling, social media is now influencing one in every 20 in-person high street purchases across the UK.
Dan Edelman, UK general manager for American Express, said: “Social media has become the new shop window for Britain’s high streets.” The report was based on a survey of 2,000 people across the UK in April, combined with retail and hospitality spending data.
For bricks-and-mortar retailers battling the shift to online, these figures offer a lifeline — but only if they can keep up with a generation that scrolls before it shops, and is willing to travel miles for a moment of virality.