The news: Social content is driving UK Gen Zers into brick-and-mortar stores, which is translating into repeat visits.

• 63% of UK adults, including 88% of Gen Zers ages 18 to 28, have gone to a physical shop or venue in the past year after being influenced by social media, per American Express and Retail Economics.
• 82% have later returned to the same business, rising to 96% for Gen Zers.
• 8 in 10 consumers shared information about that visit, such as recommending it to a friend, posting on social media, or writing an online review.

The opportunity: Social commerce’s relationship with physical retail traffic shows up in how Gen Z is helping drive a broader rebound in mall attendance.

• Social content drives discovery, in-store experiences build loyalty, and subsequent posts, recommendations, and reviews restart the cycle with a new audience.
• The combination of social campaigns and structured physical events like pop-ups can offer both a clear reason to visit and a distinctive consumer experience that encourages return.

However, notable risks sit in the divide between online promises and in-store experiences—a viral moment may overwhelm staff or stock, and checkout friction can undo the benefits of a strong video recommendation.

Recommendations for retailers: Turn online attention into a reason to visit while ensuring that operations deliver on expectations and that business details are accurate.

• Develop store-exclusive products and consider limited-time drops of new items that are only available for in-person shopping.
• Measure foot traffic and post-visit social engagement alongside online conversions to determine social media posts’ impact.
• Focus on adding photos that are accurate to the reality of the physical store and products, but avoid posting sensationalized promotional content.
• Ensure information such as hours and address are clear and up-to-date on social sites to limit shopper frustration.

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