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Consumers are almost constantly connected. The opportunity for small and indie UK retailers to thrive via social media has never been greater. But it's not just about being online – it's about knowing how to show up. Whether you're a boutique fashion label, a local homeware shop, or a quirky gift brand, social media isn’t just a nice-to-have – it’s an ever-evolving tool that can powerfully shape your brand visibility, customer loyalty and sales.
So, what’s the lay of the land for 2025? Let’s explore the latest social media insights retail trends and what they mean for your business.
With a staggering 97% of the UK population now having internet access, there’s no denying that your customers – and future fans – are online. This level of connectivity means your shopfront is no longer confined to the high street. It’s on screens across the country, waiting to be discovered.
And here’s the exciting part: people aren’t just online occasionally. They’re living significant parts of their lives digitally. The average UK adult spends 4 hours and 20 minutes online daily, with 1 hour and 37 minutes of that time on social media platforms.
That’s nearly 10% of their waking hours spent scrolling, sharing, discovering, and – most importantly for you – shopping.
Interestingly, while social media remains a daily habit, the average time spent has dipped by 11% from 2023. Far from being a red flag, this shows users are becoming more intentional about their time. What does that mean for retailers?
It’s not about shouting louder. It’s about speaking more clearly.
High-quality content, meaningful engagement, and authenticity are now non-negotiable. Social media users are curating their feeds more carefully, following brands that align with their values, aesthetics, or lifestyle. In other words, your audience is choosing who to listen to. Make sure you're on that list.
The UK social media advertising market is projected to hit £9.95 billion in revenue by 2025, with an annual growth rate of 13%. That’s not just big – that’s booming.
Why does this matter for small and indie brands? Because social media ads are no longer the reserve of big-box brands with six-figure budgets. Platforms like Instagram, Facebook, and TikTok have made it accessible for anyone to run highly targeted, low-cost ad campaigns that can deliver real ROI.
Whether you're boosting a product post to your local area or running a carousel of your latest collection, the tools are there. And they’re working.
To make the most of social media, it helps to know who’s online and how they’re using it:
79% of the UK population – 54.8 million people – are active social media users as of January 2025.
Young adults aged 18–24 spend the most time online, clocking up an average of 6 hours and 1 minute per day.
Those aged 65+ still spend over 3 hours online daily, proving that digital engagement is truly cross-generational.
No matter who your target customer is – students, new parents, retirees – they’re reachable through social media. The key is meeting them where they are, in the way they prefer.
Perhaps the most exciting development for retailers? The UK social commerce market now represents a £16 billion opportunity. That’s right – billion.
This trend is more than a buzzword. It's a cultural shift. People aren’t just browsing social media – they’re shopping through it. Consider these figures from Retail Economics:
82% of social users engage in shopping-related activities on platforms like Instagram, TikTok and Pinterest.
For TikTok users, that jumps to a whopping 93%.
88% of TikTok users have discovered a brand they want to buy from on the platform – the highest of any social channel.
1 in 3 consumers now say social and entertainment platforms are their preferred way to discover new products.
The last point is key. Discovery is the new battleground. If your brand isn’t part of the discovery journey, you risk becoming invisible.
Think social is just for engagement or branding? Think again.
69% of UK consumers have bought a product after seeing it on social media.
56% have purchased directly through a social or entertainment platform.
For digital natives under 45, this rises to a massive 73%.
That’s more than casual inspiration – it’s direct commerce. TikTok Shop, Instagram Checkout, Facebook Marketplace – these features are revolutionising how people buy.
Beauty and apparel lead the charge, with more than 1 in 3 social shoppers buying in these categories, but there’s room for everyone. From pet products to eco-friendly cleaning supplies, niche communities are thriving on these platforms.
If you're not yet set up to sell on social, now’s the time to explore shoppable posts, live streams, and seamless checkouts.
One of the unique strengths of social media is what happens after the sale.
88% of Gen Z return to social platforms post-purchase – to share their experience, watch tutorials, leave a review or connect with the brand.
94% of Gen Z and 85% of Millennials follow at least one brand on social media.
On TikTok, 2 in 3 users feel more connected to brands they interact with – much higher than other platforms.
These platforms aren’t just shop windows. They’re loyalty machines. When customers feel seen, heard, and appreciated, they stay. They refer. They rave.
Make sure your social strategy includes nurturing these connections – whether it’s reposting user-generated content, responding to comments, or sending a thank-you message after a sale.
So, how can you harness all this insight? Here are some practical steps:
People follow brands that feel human. Share your journey, behind-the-scenes snaps, customer testimonials, or the values that drive your business. Let people buy into your story, not just your stock.
From Reels to TikTok to YouTube Shorts, video is where attention lives. Don’t stress over perfection. Authentic, relatable content often outperforms polished ads.
Test out £5-£10 boosted posts to get a feel for what works. Use custom audiences, interest targeting, and retargeting for more effective results.
Make it easy for people to buy. Set up Instagram Shop, explore TikTok Shop, or use Pinterest’s shopping tags. Remove the friction between “like” and “buy”.
You don’t need celebrities. Look for creators with niche audiences that align with your brand – often they have higher engagement and more trust.
Posting daily isn’t essential, but regularity builds familiarity. Pick a pace you can sustain – and make sure it reflects your brand’s voice.
Social media in 2025 is no longer just an accessory to your marketing plan – it is your marketing plan. It’s where customers discover you, get to know you, buy from you, and become your biggest advocates.
For small and independent UK retailers, this landscape is especially rich with possibility. You don’t need a massive team or budget. You just need authenticity, consistency, and a willingness to explore.
Start where you are. Try, test, tweak. And above all, remember – people aren’t looking for the biggest brand. They’re looking for the right one. Make sure they can find you.
Need help getting started with social media strategy or advertising? Join us at Autumn Fair and hear from top industry speakers sharing actionable insights on social media and advertising. Whether you're just starting out or looking to level up, this is your chance to get expert advice and real-world tips to boost your brand online.
The tools are in your hands. Let social media be the springboard that brings your business to more people, more often, in more meaningful ways.
Are you a retail expert with insights to share? We're on the lookout for passionate voices from the industry to contribute to our blog. Whether you're on the shop floor, behind the scenes, or driving strategy — if you've got real-world experience and a story to tell, we want to hear from you. Join our community of thought leaders. Pitch your idea today!
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