Viral High Street Revival: Social Media Drives Gen Z Back to Brick-and-Mortar Stores

A new trend has emerged in retail, where social media is driving Gen Z back to the high street. According to American Express research, social media influences over 30 million visits to UK high streets every week.

The phenomenon, dubbed the 'viral pilgrimage economy', sees consumers traveling long distances for unique experiences that can be shared on social media.

Keith McDonald, vice president of small merchant partnerships at American Express, notes that Gen Z consumers are looking for more than just convenience. They want to discover special places and share their experiences with friends.

McDonald cites an example of a bakery in Crawley that became famous after a video went viral. The business saw its daily takings triple, and customers traveled from across the country to visit.