Gen Z's Social Media-Driven Quest for Indie Retail

A recent study by American Express found that Gen Z consumers are willing to travel significant distances to visit independent businesses they discovered on social media.

The 'Hype to High Street' report revealed that 80% of Gen Zers have journeyed an average of 95 minutes out of their way to visit trending small businesses, with nearly two-thirds actively researching businesses online before deciding to visit.

According to the study, social media discovery is driving a 'viral pilgrimage' economy, where young consumers are helping to boost footfall to local independent businesses. In fact, 62% of respondents said they visited a business within a week of seeing it online, while 19% planned an entire day out around visiting a trending or viral independent business.

The report also found that Gen Zers spend significant time and effort engaging with these trending businesses. On average, respondents spent 56 minutes queuing for products and experiences, and 61% returned to visit again after their first trip.