Social media is now the driver of more than 1.7 billion high‑street visits each year in the UK, averaging over 30 million visits per week.
A recent survey found that 63 % of UK adults walked into a shop, café or restaurant after seeing something on social media, with the figure rising to 88 % among 18‑to‑28‑year‑olds.
The same study shows that 82 % of consumers return to a business after a socially influenced first visit, and 96 % of Gen Z shoppers do the same. Nearly eight in ten share their visit online, with 89 % of Gen Z doing so.
Short‑form video content is especially effective at turning online buzz into physical queues. About 35 % of Gen Z shoppers have travelled to another city to purchase a trending product, and 87 % are willing to stand in line for a sought‑after item or experience.
Out of 2,000 UK adults surveyed, 87 % spent money during a socially influenced visit, a figure that climbs to 94 % for Gen Z. Modelling suggests social media now accounts for one in every 20 in‑person purchases across the country.
Socially influenced trips also boost ancillary spending: 32 % of visitors shop at nearby businesses, and 22 % of Gen Z shoppers spend more than they had planned.
A family‑run sweet shop saw its daily takings triple after a 60‑second video went viral, attracting shoppers from across the country and encouraging visitors to explore other local shops and cafés.
For independent retailers, the key is to be prepared to convert online interest into real‑world footfall, with practical store‑side strategies as important as the content that attracts customers.
Social media is increasingly shaping in‑person spending on high streets, reflecting the mainstreaming of shopping via digital channels and contributing positively to the long‑term vitality of local retail hubs.
As online sales represent more than a fifth of total retail spending, the ability of social feeds to drive footfall offers a timely advantage to smaller merchants facing a challenging high‑street environment.
