Social media draws nearly 2 billion annual visits to UK high streets, according to new research

The new “Hype to High Street” study found 63% of UK adults have visited a shop or hospitality venue within the past year after seeing content on social media. This figure is 88% among Gen Z.

The research, based on a survey of 2,000 UK adults, also suggests social media is now a driver of footfall and loyalty, as 82% of consumers return to a business after a “socially influenced” first visit. 

Retail Economics’ modelling now suggests social media influences around one in 20 in-person purchases across UK high streets, showing the benefit that socially influenced visits have on the economy.

The research also showed that 32% of consumers visited additional shops, restaurants, or attractions nearby during a socially influenced trip, and 22% said they spent more than originally planned.

American Express UK general manager of merchant services, Dan Edelman, said: “Social media has become the new shop window for Britain’s high streets. What starts as a scroll on social media is increasingly translating into real-world visits, increased spending and growth opportunities for businesses across the UK.

“What’s striking is that 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 and helps entire high streets thrive.

“For merchants, particularly those looking to attract younger consumers, the ability to turn online hype into memorable in-person experiences has never been more important.”

Retail Economics chief executive Richard Lim added: “Social media is not just driving online sales, it is now also influencing in-person spend on the UK high street. The channel’s growth underlines just how quickly shopping via social media has become mainstream, as well as the extent of its positive contribution to the long-term health of UK high streets. 

“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.”