Your Scroll Is Their Till: New Amex Research Shows Social Media Now Drives 1 in 20 High Street Purchases
For years, we’ve been told that the high street is "dying." We’ve been told that everyone is huddled at home, ordering everything from socks to sourdough from a giant warehouse in the Midlands while staring blankly at their phones.
But fresh research from American Express and Retail Economics (June 2026) has just flipped that script on its head. It turns out that those phones aren't the high street’s executioner, they’re its most powerful new engine.
The "Hype to High Street" study has revealed that social media is now directly influencing around 1 in every 20 in-person purchases in the UK. That’s not a small fry figure. We’re talking about an estimated 1.7 billion high street visits every single year, or over 30 million visits every week, all triggered by something someone saw while scrolling through their feed.
At Donut Pig, we’ve seen this trend brewing for a while. Whether it’s a local caravan park seeing bookings jump or a small retail shop suddenly facing a queue out the door, the bridge between the digital world and the physical till is stronger than ever.
The Gen Z Engine: Scrolling to Spending
While the 1-in-20 stat is the headline, the real story is in who is doing the spending. For Gen Z (ages 18–28), social media isn't just an inspiration tool, it’s their primary shopping map.
According to the research:
88% of Gen Z visited a shop or hospitality venue in the last year specifically because of something they saw on social media.
94% of them spent money during that visit.
35% of Gen Z have even travelled to a different city or region just to get their hands on a viral product.
This isn't just window shopping. It’s intentional, high-intent footfall. When a young person sees a "must-try" milkshake or a "hidden gem" boutique on TikTok or Instagram, they don't just "like" the post. They grab their keys, hop on a train, and show up with their card ready.
The "Halo Effect": Why One Viral Post Helps the Whole Street
One of the most fascinating parts of the Amex research is what happens after the customer reaches their destination. It turns out that social media isn't just driving people to one specific shop; it’s boosting the entire local economy.
The study found that 32% of consumers visited other nearby shops, restaurants, or venues during the same trip. This is what we call the "Social Media Halo Effect." If a sweet shop goes viral, the coffee shop next door and the bookshop across the road all see a bump in footfall.
Case Study: Randalls Sweet Shop
If you want to see this in action, look no further than Randalls sweet shop. They didn't need a million-pound ad budget or a professional film crew. They just needed a phone and a bit of personality.
A single 60-second video they posted racked up a staggering 12 million views. The result? Their daily takings didn’t just grow, they tripled. People weren't just watching the video for entertainment; they were using it as a reason to visit.
This proves what we’ve been saying at Donut Pig for years: you don't need to be a corporate giant to win at social media. In fact, being "corporate" is often a disadvantage. People want real, they want authentic, and they want to see the person behind the counter.
The Power of "Lo-Fi" Authenticity
This brings us to a theme we talk about a lot: the power of the lo-fi approach.
I spent eight years in the RAF as a Steward, serving the Royal Family and travelling the world. In that environment, everything had to be polished to a mirror shine. Precision was everything. But in the world of social media management, "perfect" can actually feel "fake."
Small business owners often tell me, "Shaun, I don't have a fancy camera," or "I don't look good on video." My answer is always the same: Good.
Customers in 2026 are savvy. They can spot a polished, "cringe" sales line from a mile away. What they respond to is the "deadpan" or lo-fi style, real people, real shops, and real passion. A shaky video of a fresh batch of donuts coming out of the fryer is worth ten times more than a glossy, edited advert. It’s honest. It’s human.
At Donut Pig, we hold the Gold Armed Forces Covenant, and that sense of duty and straight-talking stays with us. We don't do fluff, and we don't do jargon. We just help you get your business in front of the people who want to buy from you.
How Your Small Business Can Capitalise
So, how do you get your share of those 1.7 billion visits? It’s simpler than you think:
Stop selling, start showing: Don't just post "Buy this." Show the process, the staff, and the atmosphere. TikTok is a secret ingredient for hospitality and retail because it lets you show the "vibe" before the customer even leaves their house.
Focus on "Shareability": 79% of people (and 89% of Gen Z) share their visit online. Make it easy for them. Have a "photo-ready" corner or a product that looks great on camera.
Think Local: Remember that 32% of people visit nearby businesses. Partner with the shop next door. Tag each other. Build a "destination" together.
Consistency over Perfection: You don't need to go viral like Randalls to be successful. You just need to be present. If you aren't posting, you don't exist on the "social map."
We Make Your Brand Sizzle Like Bacon
The high street isn't dying; it’s just changed its address. It now starts on a five-inch screen in the palm of someone’s hand.
If you’re a UK small business owner who knows they need to be on social media but simply doesn't have the time to "sort it," that’s where we come in. We provide fixed-price, no-faff social media management that gets results without the corporate headache.
Don’t let your competitors be the ones driving those 30 million weekly visits. It’s time to make sure that when someone scrolls, they see you.
FAQs
How much does social media really affect in-person sales?
According to Amex research, it influences 1 in 20 high street purchases, driving over 1.7 billion visits annually in the UK.
Do I need a professional photographer for my social media?
No. In fact, "lo-fi" and authentic content often performs better for small businesses as it builds trust and feels more personal.
Is social media only for Gen Z customers?
While 88% of Gen Z are influenced by it, 63% of all UK adults have visited a shop based on social media content. It’s a tool for almost everyone now.
How does one business going viral help others?
32% of people visit additional nearby businesses during a socially influenced trip, creating a "halo effect" for the whole local area.
What is the "Hype to High Street" research?
It’s a 2026 study by American Express and Retail Economics that looks at the direct link between social media content and physical high street spending.
