Far from keeping customers on their screens and away from stores, social media is driving an estimated 1.7 billion annual visits to High Streets, says new research from American Express and Retail Economics.

Original research of over 2,000 UK shoppers in its Hype to High Street report showed that 63% have visited a shop or hospitality venue in the last 12months after being influenced by content from social media. This indexed even higher among younger consumers, rising to 88% of Gen Z.

“Social media has become the new shop window for High Streets. What starts as a scroll on social is increasingly translating into real-world visits, increased spending and growth opportunity for businesses across the UK,” Dan Edelman, UK GM for Merchant Services at American Express, said.

Equating to an average of over 30 million visits a week, social media has become a powerful driver of footfall and loyalty, according to the report.

82% of shoppers return to a business after a socially-influenced first visit, rising to 96% among Gen Z. What’s more, social media users who do visit the High Street are usually vocal advocates, with eight in ten (79%) sharing their visits through recommendations, social posts or online reviews.

“Social media is not just driving online sales, it is now also influencing in-person spend on the UK High Street,” said Richard Lim, CEO at Retail Economics.

“Social media is becoming an increasingly important driver of footfall in its own right, helping turn shops, restaurants and venues into destinations consumers actively seek out, visit and share with others.”

The ‘viral pilgrimage’ economy

The report also suggests that social-influenced visitors are willing to travel significant distances to experience stores or hospitality venues they have discovered or have been influenced by online.

Over a third (35%) of Gen Z have travelled to another city or region to purchase a product they first saw trending on social. And, once there, nearly nine in ten (87%) are willing to queue for a sought-after product or experience.

A further 87% are more likely to spend money during a socially-driven store visit, with social media now influencing an estimated one in every 20 in-person High Street purchases, highlighting its growing role in converting online engagement into real-world spending.

“The impact doesn’t stop at the venue that first caught a consumer’s attention – social media is creating a domino effect that benefits neighbouring businesses. For merchants, the ability to turn online hype into memorable in-person experiences has never been more important,” Edelman added.