Viral content can fill a shop floor overnight, but the retailers seeing the greatest return from social media are those converting that attention into repeat customers says American Express UK general manager, merchant services Dan Edelman
For many retailers, going viral can feel like success in itself. A glowing review, trending content or influencer endorsement can drive a surge of interest overnight. But the businesses seeing the greatest return from social media are not necessarily those generating the most views. They’re the ones turning that attention into repeat customers.
Social media has become one of the most powerful discovery tools in retail, helping businesses reach consumers who may never have found them otherwise. Research from American Express1 estimates around one in 20 in-person high street purchases are now influenced by social media content.
Yet while social media can drive an initial visit, it doesn’t guarantee customers will return. In an increasingly competitive retail environment, where customer acquisition costs continue to rise and consumers have more choice than ever, the real measure of success isn’t footfall alone. It’s whether that first interaction leads to a lasting customer relationship.
Experiences must justify expectations
Social media can spark curiosity, but it doesn’t switch off scepticism.
Our research found that 57% of consumers often feel unsure whether a product or venue will live up to what they’ve seen online, while more than a third (36%) have been disappointed when reality failed to match expectations. For retailers, that means the first visit carries significant weight.
Of course, sudden spikes in demand can be challenging to predict. But businesses that respond quickly with the right staffing levels, sufficient stock and a seamless customer experience are far better placed to capitalise on any new-found attention. If the in-store experience feels markedly different from the one presented online, the opportunity to build a longer-term relationship can disappear just as quickly as it arrived.
Retailers often focus on getting customers through the door, but the checkout experience can be just as important in shaping whether they return. Long queues, limited payment options or avoidable friction can quickly undermine an otherwise positive visit. Giving customers a simple, seamless way to pay using their preferred method helps maintain momentum at a critical point in the journey and reinforces the positive impression created by the wider experience.
This matters because experience remains the biggest driver of repeat visits. Our research found that 40% of consumers cited a good product, service or overall experience as the primary reason for returning to a business they first discovered through social media.
Creating a reason to return
While a great experience is essential, it is not always sufficient on its own. Repeat visits often happen quickly; among consumers who revisited a business after an initial socially inspired visit, more than half (55%) did so within a month. This presents retailers with a valuable window of opportunity.
Too often, businesses focus heavily on attracting the first visit without giving equal thought to what happens next. While a brand is still front of the consumer’s mind, providing a relevant incentive can help turn positive sentiment into repeat behaviour. Our research found that almost a quarter of shoppers (23%) cited an incentive as a reason for returning to a store or venue they originally discovered through social media.
The most effective loyalty strategies rarely rely on a single tactic. Instead, they combine a strong customer experience with timely and relevant engagement. Increasingly, that means using customer insights and spending behaviour to deliver more personalised offers and communications. Programmes such as Amex Offers demonstrate how targeted and timely incentives can help merchants reconnect with customers at the right moment, encouraging repeat visits without relying on broad-based discounting.
The beginning, not the end
One of the biggest mistakes retailers can make is viewing a viral moment as the finish line.
A surge in attention can undoubtedly drive awareness, but that alone does not create loyalty. Retailers that treat social media-driven discovery as the starting point of the customer relationship are the ones most likely to unlock long-term value.
The brands that succeed are those that consistently deliver on the promise made online, remove friction throughout the customer journey and give customers a compelling reason to return. When that happens, customers become advocates in their own right. They recommend a business to friends, share their experiences online and contribute to the cycle of discovery that social media enables.
A viral post may bring someone through the door once, but the true value lies in what happens next. The retailers that turn attention into action, remove friction from the journey and give customers a clear reason to return will be best placed to convert a moment of visibility into lasting loyalty.
Dan Edelman is UK general manager, merchant services at American Express.
References
1. The Hype to High Street research is based on a survey of 2,000 nationally representative UK adults, conducted by Retail Economics in April 2026, combined with economic modelling to estimate the total value and volume of social media-influenced spending and visits across UK high streets. All figures represent modelled estimates rather than audited transaction data.
