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All things digital have long been cast as the villain of the high street story, but new figures suggest Gen Z might be rewriting that plot. According to new Amex research, four in five Gen Z consumers have visited an independent business after discovering it on social media, and the longest trip they've made to get there averages 95 minutes.
As This is Money reported, that willingness to travel is giving smaller shops a welcome lift, with Randalls sweet shop in Market Harborough and Humble Crumble in London's Borough Market among the businesses feeling the benefit. The study was commissioned by American Express, which has a clear interest in small business spending, but the behaviour it describes will feel familiar to anyone who has seen a queue form outside a shop that went viral the week before.
What is the 'viral pilgrimage' economy?
@placesfrankiegoes I can’t tell you the amount of times this place has saved me when I’ve needed a cute, unique last minute gift. Also shopping local is cool!!!!! 🛍️@Heliotique #giftshop #london #nwlondon #willesdengreen #supportlocalbusiness #independentbusiness #londonshopping ♬ Espresso - Instrumental - Penelope Speed
It's the name Amex has given to a habit that's become second nature for Gen Z (those born between 1997 and 2012): spotting a shop, café or product on TikTok or Instagram, then making a special trip to experience it in person.
The numbers behind it are striking. Nearly two-thirds (62%) of Gen Z research businesses on social media before deciding to visit, and 58% say it has introduced them to an independent they would never otherwise have found. They don't hang about either, with 53% visiting within a week of first seeing a business online and almost one in five planning an entire day out around the trip.
How much is social media driving high street footfall?
@olinochkalina literally obsessed 😍😍😍😍the cutest shop with that perfect vintage touch 📍After Noah, N1 1QP @afternoahhome #londongems #londonfinds #londonshopping #londonchristmas #london ♬ original sound - Evening Jazz Radio
More than many retailers might assume. Wider research from Amex and Retail Economics estimates social media now drives 1.7 billion visits to UK high streets every year, which works out at over 30 million a week. Among Gen Z, 88% have visited a shop or hospitality venue in the past year because of something they saw on social, and 35% have travelled to another city or region to buy a product they first saw trending.
For independents, the most encouraging figure is where that money ends up. Retail Economics estimates that independent businesses capture almost half (47%) of all social-influenced high street spending by Gen Z. At a time when big chains are pushing harder into home delivery, as Primark's latest move shows, that's a meaningful counterweight for smaller shops competing for footfall.
Why are Gen Z shoppers choosing independent shops over big brands?
A lot of it comes down to discovery. Keith McDonald of American Express described Gen Z as a generation that wants to feel like pioneers, finding somewhere special before everyone else and having something worth sharing with friends. You can't really get that feeling from a national chain with the same stock in every town.
It ties in with earlier Amex research, which found 65% of Gen Z believe high streets should deliver something they can't get online. Independents have a natural advantage here because they're built on personality, curation and a point of view, which is exactly why getting your brand story right matters so much when your shop might be discovered by someone scrolling 60 miles away.
What makes an independent shop worth a 95-minute journey?
Once they arrive, Gen Z shoppers are prepared to wait, spending an average of almost an hour queuing for trending products. That's a lot of goodwill, so the experience has to live up to the hype.
What gets people travelling varies by category. In gift, it's often a signature product or a playful, photogenic range that customers can't find anywhere else, and the rise of eco-friendly gifting shows sustainability increasingly forms part of that appeal.
For fashion boutiques, it's independent labels and statement pieces from smaller fashion accessories suppliers, the kind of emerging talent buyers were tracking at Graduate Fashion Week.
In interiors and garden retail, styled spaces that photograph beautifully tend to do the heavy lifting, which is where keeping on top of homeware and outdoor living trends pays off.
How can independent retailers turn social buzz into repeat custom?
The good news is that viral visitors don't have to be one-offs, with three in five Gen Z shoppers returning after their first trip. Getting that second visit usually comes down to a few practical things:
- Post the shop, not just the stock. Behind-the-scenes clips, new deliveries and the people behind the counter give followers a reason to visit.
- Make the in-store moment shareable. Packaging, window displays and small touches all feed the next wave of posts.
- Capture details while they're there. A newsletter sign-up or simple loyalty scheme turns a day-tripper into a regular, and our guide to building customer loyalty covers the basics.
- Decide what social media is for. Some independents are testing selling on TikTok Shop, but this research suggests its bigger value may be getting people through the door.
Where can independent retailers find products that get people talking?
The products that travel well on social tend to be distinctive, well made and not widely stocked, which usually means sourcing from smaller makers and brands. Spring Fair brings wholesale gift suppliers, homeware brands and fashion accessories suppliers together under one roof, giving buyers the chance to handle products and meet the people who make them before committing to an order.
The takeaway for independents is a hopeful one. Social media isn't only competing with the high street for attention, it's actively sending younger shoppers towards it, and the shops with a clear identity, great product and an experience worth sharing are the ones they'll happily travel for.
If you like what you've seen here, why not join us in person for the retail event of the season? Spring Fair runs from 7-10 September 2027 at the NEC, Birmingham. Register for free here, and join our newsletter for the latest updates before the show.