Gen Z's Social Media Influence Drives Viral Pilgrimage Economy for Independent Businesses

Gen Z's influence on consumer behavior is becoming increasingly clear, and their love of social media has led to a 'viral pilgrimage' economy. According to research from Amex, four in five Gen Z consumers have visited an independent business after discovering it on social media.

The longest journey taken by these young consumers averages 95 minutes, showing the lengths they will go to visit trending businesses. Two-thirds of Gen Z actively research businesses on social before deciding to visit, and 58% say it has introduced them to a new independent business they would not have discovered otherwise.

Of those who have visited a business after discovering it online, three in five return for another visit, with 53% visiting within a week of seeing the business online. The study also found that Gen Z consumers are not only discovering and visiting these businesses but actively encouraging others to do the same, with one in six sharing their visits on social media.

Independent businesses now capture almost half (47%) of all social-influenced high street spending by Gen Z, demonstrating the positive impact of social content. As Dan Edelman, general manager at American Express, notes, 'Gen Z are showcasing new opportunities for businesses to boost revenue, build loyalty and bring more people onto Britain's high streets.'