Britain’s struggling high streets are showing signs of a remarkable recovery, with Generation Z and the power of TikTok playing an increasingly important role in encouraging shoppers back into physical stores. A new report suggests that social media is no longer simply competing with traditional retail—it is actively helping revive town and city centres by inspiring millions of in-person shopping trips every year.
The research, commissioned by American Express and Retail Economics, estimates that TikTok and other social media platforms generated around 1.7 billion additional visits to UK high streets during 2025. That equates to roughly 30 million extra shopping trips every week, highlighting the growing influence of online content on real-world consumer behaviour.
According to the study, 63% of UK adults said social media had encouraged them to visit at least one physical shop, café or restaurant over the past year. Among Generation Z—people aged roughly 18 to 28—the figure rises dramatically to 88%, demonstrating how younger consumers increasingly discover products and experiences through platforms such as TikTok and Instagram before heading to stores in person.
Researchers found that viral products, food trends and influencer recommendations are encouraging young shoppers to travel significant distances to visit particular retailers. Around 35% of Gen Z consumers said they had travelled to another town or city specifically to purchase an item they first saw online, while 87% said they would willingly queue for a sought-after product or experience that had gone viral on social media.
The economic impact extends well beyond individual purchases. The report estimates that TikTok supported activity helped generate £3.4 billion in additional revenue for small businesses during 2025 while supporting approximately 153,000 jobs across the UK retail sector. Independent cafés, restaurants, boutiques and specialist retailers have been among the biggest beneficiaries as viral recommendations encourage consumers to visit local businesses rather than relying solely on online shopping.
Retail experts also found that these visits often create a ripple effect. Around 32% of shoppers who travelled to a business because of social media also visited nearby shops, restaurants or entertainment venues during the same trip. This additional spending provides a welcome boost for high streets that have struggled in recent years following the rise of e-commerce, the Covid-19 pandemic and changing consumer habits.
Dan Edelman, UK General Manager at American Express, described social media as the “new shop window” for Britain’s high streets, arguing that digital platforms are increasingly inspiring consumers to explore physical destinations instead of replacing them. Viral videos showcasing unique cafés, independent retailers and limited-edition products have transformed how many younger shoppers discover places to visit.
The findings may also help explain why popular destinations such as Camden Market, Shoreditch, Covent Garden and parts of East London continue attracting strong visitor numbers, with independent businesses frequently benefiting from online recommendations shared across TikTok, Instagram and YouTube.
Retail analysts believe the trend represents an important shift in consumer behaviour. Rather than replacing bricks-and-mortar shopping, social media is increasingly acting as a marketing tool that drives customers into physical stores, particularly businesses offering distinctive products or memorable experiences.
While challenges such as rising business costs and changing shopping habits remain, the latest figures provide encouraging signs that Britain’s high streets are adapting to the digital age. Instead of competing against social media, many retailers are now using it to showcase their products, build communities and attract customers eager to experience viral trends for themselves.
As Generation Z continues to influence spending habits, experts believe the relationship between social media and physical retail is likely to grow even stronger, helping shape the future of Britain’s high streets for years to come.
