Gen Z Fuels Viral Retail Pilgrimage, Boosting Small Businesses

Gen Z consumers are driving an emerging 'viral pilgrimage' economy, where social media influences their visits to independent retailers. According to American Express's 'Hype to High Street' study, four in five Gen Z consumers have traveled over 90 minutes to visit a small business after discovering it online.

The study found that nearly two-thirds of Gen Z actively research businesses on social media before visiting, while 62% say it has introduced them to a new independent business they otherwise would not have discovered. Over half (53%) visit within a week of seeing a business online, with almost one in five planning an entire day out around a trending or viral independent business.

Three in five Gen Z consumers return to the same business after their first trip, and a third recommend it to friends and family, further fueling the trend. The study estimates that independent businesses now capture nearly half (47%) of all social-influenced high street spending by Gen Z, demonstrating the positive impact of social content on local businesses.

According to Dan Edelman, General Manager of UK Merchant Services at American Express, '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.'