Kent high streets could see a social media backed boost
New figures say social media drives 1.7 billion visits to UK high streets annually, including to one shop in Rainham that went viral
Social media is reshaping the landscape of UK high streets, steering consumer behaviour and driving footfall to physical shops, restaurants, and hospitality venues.
New research by American Express and Retail Economics reveals that social media influences one in every 20 in-person purchases across the country, with platforms like TikTok and Instagram fuelling approximately 1.7 billion visits each year.
The findings indicate a shift in consumer behaviour, particularly among younger generations like Gen Z, with 88% influenced by social media in planning high street visits.
Viral trends encourage consumers to travel, sometimes bridging city boundaries to experience popular products and locations firsthand.
Small businesses are benefiting significantly from this trend, with nearly half (46%) of social-influenced spending channelled into independent enterprises, offering them visibility beyond conventional advertising methods.
One such example has been Rainham based business Amy Jayne Aesthetics.
Speaking to Greatest Hits Radio Kent, Amy Jayne said:
"We went from 11 subscribers to 12.2 million overnight from just a six second video on YouTube.
"I don't think I realised the impact until everybody was messaging me about it.
"TikTok, Instagram, Facebook, e-mail, phone, everything just blew up overnight, which obviously for a small business is fantastic."
She said it had been a 'welcome shock' to go viral: "I think it's always a small business's dream to go viral, but there's normally a little bit of planning behind what we're going to post and to be ready for that influx.
"So it was quite a welcoming shock."
Since then the clinic has seen a large uptake in customers, including celebrity Katie Price:
"We've had people come over from the Isle of Wight just for a 40 minute treatment and she's come over a few times since.
"We've also had the pleasure of Katie Price coming in, and removed her famous unwanted brows which obviously blew up our Instagram up and TikTok again massively."
Now, Amy Jayne encourages other small businesses to also consider the power of social media:
"I think that the domino effect of or the impact of small businesses in local town centres is absolutely huge as well.
"I work quite a lot with the local communities and the local businesses.
"We really work together in the local community to drive, you know, footfall to each of our shops."
"When we do our consultation forms, we always ask people, 'how did you find the clinic?' And it's always social media."
The research, conducted using a survey of 2,000 UK adults alongside economic modelling, indicates the big influence social media can now have when it comes to physical retail.