Four in five (80%) Gen Z consumers have visited an independent business or retailer after discovering it on social media, according to new research from American Express (Amex).

Among those who have made special social-inspired trips, the longest journeys average 95 minutes, highlighting the lengths younger shoppers will go to visit trending businesses and brands.

Amex’s Hype to High Street study shows that Gen Z consumers are now leading an emerging ‘viral pilgrimage’ economy, helping to drive footfall to small, independent businesses, from shops and cafés to restaurants, after being influenced by content consumed on social. 

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

This discovery quickly translates into footfall and repeat custom, with more than half (53%) visiting within a week of first seeing a business online, while almost one in five (19%) planned an entire day out around a trending or viral business. And they are not just making one-off visits; six in ten (61%) return after their first trip. 

“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,” said Dan Edelman, GM for UK Merchant Services at American Express. 

“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.”

Separate analysis from Retail Economics also 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 drive footfall, sales and loyalty.

“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.”