Gen Z goes the distance for viral independent retail finds

Gen Z consumers are prepared to travel for over 90 minutes to an independent retailer following a ‘viral retail find’.

That’s according to new research from American Express, which found that four in five (80%) Gen Z consumers have travelled an average of 95 minutes to visit an independent retailer following a discovery on social media.

The ‘Hype to High Street’ study points to Gen Z consumers leading an emerging ‘viral pilgrimage’ economy, helping drive footfall to small, independent businesses - such as a shop, café or restaurant - after being influenced by content they saw on social media.

Nearly two-thirds (62%) of Gen Z actively research businesses on social media before deciding to visit, while 58% say it has introduced them to a new independent business they otherwise would never have discovered.

That discovery quickly translates into action. More than half (53%) visit within a week of first seeing a business online, while almost one in five (19%) have planned an entire day out around visiting a trending or viral independent business.

What’s more, they are not just making one-off visits, with three in five (61%) returning after their first trip. Good news for retailers looking to convert viral moments into loyal customers, especially as a third (33%) also go on to recommend the find to friends and family, while one in six said they shared their visit on their own social accounts - helping to fuel a continuous cycle of discovery for small businesses.

Additionally, of those that had previously visited a business they discovered through social content, survey respondents said they had spent, on average, almost an hour (56 minutes) queuing for trending and in-demand products and experiences.

Looking at the business benefit of the trend, further analysis from Retail Economics estimates that independent businesses now capture almost half (47%) of all social-influenced high street spending by Gen Z, demonstrating the positive impact social content can have in “helping local businesses punch above their weight”.

Dan Edelman, General Manager of UK Merchant Services at American Express, said: “Our research points to a fast-growing ‘scroll to store’ trend led by Gen Z consumers, where social media discovery is translating directly into visits and spending with small, independent businesses.

“With their growing influence and spending power, Gen Z are showcasing new opportunities for businesses to boost revenue, build loyalty and bring more people onto Britain’s high streets.”

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+.

Additional research, carried out by Opinium between 17-21 July 2026 on behalf of American Express, surveyed a further 2,000 UK adults - also weighted to be nationally representative.