Gen Z Flocks to Viral Retail Finds, Boosting Independent Businesses

Gen Z consumers are willing to travel long distances to visit independent retailers they've discovered on social media, according to new research from American Express.

The 'Hype to High Street' study found that four in five Gen Z consumers have traveled an average of 95 minutes to visit an independent retailer after discovering it online. This trend is contributing to a 'viral pilgrimage' economy, driving foot traffic to small businesses.

Nearly two-thirds (62%) of Gen Z actively research businesses on social media before deciding to visit, and over half (53%) visit within a week of first seeing a business online. In fact, 61% return after their first trip.

This trend has significant implications for retailers, with independent businesses now capturing almost half (47%) of all social-influenced high street spending by Gen Z. As Dan Edelman, General Manager of UK Merchant Services at American Express, noted, 'Our research points to a fast-growing 'scroll to store' trend led by Gen Z consumers.'