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html springfair.com collected 2026-10-03 21:39:13 UTC 108,244 bytes, 2,075 lines download raw bytes

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20			Why Gen Z Travels 95 Minutes to Shop Independent
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534                        
535                        
536                    </div>
537                    
538                </li>
539            
540                <li class="p-menu__item__submenu__item menu__item"  title="Product Pavilions">			
541                    <div class="p-menu__item__submenu__item__wrapper-one">
542                        
543                            <a href="pavilions" target="_self" class="p-menu__item__submenu__item__link ">Product Pavilions</a>
544                        
545                        
546                    </div>
547                    
548                </li>
549            
550                <li class="p-menu__item__submenu__item menu__item"  title="The Buyers Clubhouse">			
551                    <div class="p-menu__item__submenu__item__wrapper-one">
552                        
553                            <a href="the-buyers-clubhouse" target="_self" class="p-menu__item__submenu__item__link ">The Buyers Clubhouse</a>
554                        
555                        
556                    </div>
557                    
558                </li>
559            
560		</ul>
561	
562
563
564                        </div>			
565                    
566                </li>
567            
568                <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Visit">			
569                    <div class="p-menu__item__wrapper-one">
570                        
571                            <a href="visit" target="_self" class="p-menu__item__link " aria-expanded="false">Visit</a>
572                        
573                        
574                            <div class="p-menu__item__submenu-toggle">
575                                <button class="p-menu__item__submenu-toggle__button "  aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" >
576                                    <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i>
577                                    <span class="u-screen-reader-only">Show submenu for: Visit</span>
578                                </button>
579                            </div>					
580                        
581                    </div>
582                    		
583                        <div class="p-menu__item__wrapper-two">	
584                            
585	
586		
587		
588			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen">
589		
590            
591                <li class="p-menu__item__submenu__item menu__item"  title="Why visit">			
592                    <div class="p-menu__item__submenu__item__wrapper-one">
593                        
594                            <a href="visit" target="_self" class="p-menu__item__submenu__item__link ">Why visit</a>
595                        
596                        
597                    </div>
598                    
599                </li>
600            
601                <li class="p-menu__item__submenu__item menu__item"  title="Plan your visit">			
602                    <div class="p-menu__item__submenu__item__wrapper-one">
603                        
604                            <a href="visit/plan-your-visit" target="_self" class="p-menu__item__submenu__item__link ">Plan your visit</a>
605                        
606                        
607                    </div>
608                    
609                </li>
610            
611                <li class="p-menu__item__submenu__item menu__item"  title="Little Black Book">			
612                    <div class="p-menu__item__submenu__item__wrapper-one">
613                        
614                            <a href="visit/little-black-book" target="_self" class="p-menu__item__submenu__item__link ">Little Black Book</a>
615                        
616                        
617                    </div>
618                    
619                </li>
620            
621		</ul>
622	
623
624
625                        </div>			
626                    
627                </li>
628            
629                <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Exhibit">			
630                    <div class="p-menu__item__wrapper-one">
631                        
632                            <a href="exhibit" target="_self" class="p-menu__item__link " aria-expanded="false">Exhibit</a>
633                        
634                        
635                            <div class="p-menu__item__submenu-toggle">
636                                <button class="p-menu__item__submenu-toggle__button "  aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" >
637                                    <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i>
638                                    <span class="u-screen-reader-only">Show submenu for: Exhibit</span>
639                                </button>
640                            </div>					
641                        
642                    </div>
643                    		
644                        <div class="p-menu__item__wrapper-two">	
645                            
646	
647		
648		
649			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen">
650		
651            
652                <li class="p-menu__item__submenu__item menu__item"  title="Why exhibit">			
653                    <div class="p-menu__item__submenu__item__wrapper-one">
654                        
655                            <a href="exhibit" target="_self" class="p-menu__item__submenu__item__link ">Why exhibit</a>
656                        
657                        
658                    </div>
659                    
660                </li>
661            
662                <li class="p-menu__item__submenu__item menu__item"  title="International Exhibitors">			
663                    <div class="p-menu__item__submenu__item__wrapper-one">
664                        
665                            <a href="exhibit/international-exhibitors" target="_self" class="p-menu__item__submenu__item__link ">International Exhibitors</a>
666                        
667                        
668                    </div>
669                    
670                </li>
671            
672		</ul>
673	
674
675
676                        </div>			
677                    
678                </li>
679            
680                <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Inside Retail">			
681                    <div class="p-menu__item__wrapper-one">
682                        
683                            <a href="retail-news" target="_self" class="p-menu__item__link " aria-expanded="false">Inside Retail</a>
684                        
685                        
686                            <div class="p-menu__item__submenu-toggle">
687                                <button class="p-menu__item__submenu-toggle__button "  aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" >
688                                    <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i>
689                                    <span class="u-screen-reader-only">Show submenu for: Inside Retail</span>
690                                </button>
691                            </div>					
692                        
693                    </div>
694                    		
695                        <div class="p-menu__item__wrapper-two">	
696                            
697	
698		
699		
700			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen">
701		
702            
703                <li class="p-menu__item__submenu__item menu__item"  title="Parking Petition">			
704                    <div class="p-menu__item__submenu__item__wrapper-one">
705                        
706                            <a href="inside-retail/parking-petition" target="_self" class="p-menu__item__submenu__item__link ">Parking Petition</a>
707                        
708                        
709                    </div>
710                    
711                </li>
712            
713                <li class="p-menu__item__submenu__item menu__item"  title="Voices of Retail Report">			
714                    <div class="p-menu__item__submenu__item__wrapper-one">
715                        
716                            <a href="voices-retail-report" target="_self" class="p-menu__item__submenu__item__link ">Voices of Retail Report</a>
717                        
718                        
719                    </div>
720                    
721                </li>
722            
723                <li class="p-menu__item__submenu__item menu__item"  title="Newsletter">			
724                    <div class="p-menu__item__submenu__item__wrapper-one">
725                        
726                            <a href="newsletter" target="_self" class="p-menu__item__submenu__item__link ">Newsletter</a>
727                        
728                        
729                    </div>
730                    
731                </li>
732            
733                <li class="p-menu__item__submenu__item menu__item"  title="Articles">			
734                    <div class="p-menu__item__submenu__item__wrapper-one">
735                        
736                            <a href="retail-news/retail-news-articles" target="_self" class="p-menu__item__submenu__item__link ">Articles</a>
737                        
738                        
739                    </div>
740                    
741                </li>
742            
743		</ul>
744	
745
746
747                        </div>			
748                    
749                </li>
750            
751		</ul>
752	
753
754
755                    <div class="p-menu--accordion__footer">
756                        
757                            <div class="header__cta__mobile">
758                                
759		
760		
761	<div class="w-button-group w-button-group--direction-horizontal u-justify-left"> 
762 <div class="w-button-button"> 
763  <a class="p-button-solid-branding-two" href="https://www.springfair.com/visitor-registration?utm_source=&amp;utm_medium=&amp;utm_campaign="> <span class="w-button-with-icon__text">GET YOUR FREE TICKET</span> </a> 
764 </div> 
765 <div class="w-button-button"> 
766  <a class="p-button-solid-neutral-black" href="exhibit/apply-for-a-stand"> <span class="w-button-with-icon__text">BOOK A STAND</span> </a> 
767 </div> 
768</div>
769                            </div>
770                        
771                        
772                            <div class="header__top-link header__top-link--mobile">
773                                <a href="https://www.springfair.com/exhibitor-zone-login" class="header__top-link__link u-text-color-neutral-black" aria-label="E-Zone Login">E-Zone Login</a>
774                            </div>
775                        
776                    </div>
777                </div>
778            </nav>
779
780            
781            
782            
783            
784                
785            
786            
787                <div class="header__logo u-opacity-animate" :class="{'img-has-filter': !scrolled,'': scrolled}">
788                    
789                        <a href="" >
790                    
791                        <img src="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/SF27_Logo-black.png" alt="Spring Fair" height="50">
792                    
793                        </a>
794                    
795                </div>
796            
797
798            
799            
800                <div class="header__search__mobile u-background-color-neutral-transparent">
801                    <span class="js-search-trigger header__search--trigger"><i class="fa-light fa-magnifying-glass u-text-color-neutral-black"></i></span>
802                </div>
803            
804
805          
806        </div>
807    </div>
808
809
810        </template>
811        <template x-if="!headerMobile">
812            
813
814
815
816    
817    
818    
819    
820    
821    
822    
823    
824        
825    
826
827    <div class="header__desktop">
828        
829        
830
831        
832        
833            
834        
835        
836            <div class="header__logo u-opacity-animate">
837                
838                    <a href="" >
839                
840                    <img src="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/SF27_Logo-black.png" alt="Spring Fair" height="70">
841                
842                    </a>
843                
844            </div>
845        
846        <div class="header__content">
847            <div class="header__content__top panel--id-441489">
848                
849                    <div class="header__search header__search--desktop u-background-color-neutral-transparent">
850                        <button class="header__search--trigger js-search-trigger" type="button" aria-label="Open Site Search">
851                            <i class="fa-light fa-magnifying-glass u-text-color-neutral-black" aria-hidden="true"></i>
852                        </button>
853                    </div>
854                
855                
856                    <div class="header__top-link">
857                        <a href="https://www.springfair.com/exhibitor-zone-login" class="header__top-link__link u-text-color-neutral-black" aria-label="E-Zone Login">E-Zone Login</a>
858                    </div>
859                
860                
861                    <div class="header__cta">
862                        
863		
864		
865	<div class="w-button-group w-button-group--direction-horizontal u-justify-left"> 
866 <div class="w-button-button"> 
867  <a class="p-button-solid-branding-two" href="https://www.springfair.com/visitor-registration?utm_source=&amp;utm_medium=&amp;utm_campaign="> <span class="w-button-with-icon__text">GET YOUR FREE TICKET</span> </a> 
868 </div> 
869 <div class="w-button-button"> 
870  <a class="p-button-solid-neutral-black" href="exhibit/apply-for-a-stand"> <span class="w-button-with-icon__text">BOOK A STAND</span> </a> 
871 </div> 
872</div>
873                    </div>
874                
875            </div>
876            <div class="header__content__bottom panel--id-441489">
877                
878                <nav class="header__navigation__desktop" aria-label="Main navigation desktop">
879                    <!--seed:05FA3CDB392FCF352DF3433F504A6C300BDED477-->
880	
881		
882		
883			<ul class="p-menu--dropdown p-menu--dropdown--id-1DC70 is-loading" x-data="dropdownCustom({id: '1DC70'})" menuid="1DC70" x-on:mouseleave="handleMenuMouseLeave">
884		
885		
886			<li class="p-menu__item has-submenu menu__item" title="Exhibitors & Products" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave">
887				
888					<a href="exhibitors" target="_self" class="p-menu__item__link " >Exhibitors & Products</a>
889				
890				
891					<button class="p-menu__item__submenu-toggle "  aria-expanded="false"  x-on:click="handleSubmenuToggle($event)">
892						<i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i>
893						<span class="u-screen-reader-only">Show submenu for: Exhibitors & Products</span>
894					</button>
895					
896	
897		
898		
899			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1">
900		
901		
902			<li class="p-menu__item__submenu__item menu__item" title="Exhibitor list" >
903				
904					<a href="exhibitors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Exhibitor list</a>
905				
906				
907			</li>
908		
909			<li class="p-menu__item__submenu__item menu__item" title="Product list" >
910				
911					<a href="exhibitor-products" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Product list</a>
912				
913				
914			</li>
915		
916			<li class="p-menu__item__submenu__item menu__item" title="Show sectors" >
917				
918					<a href="show-sectors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Show sectors</a>
919				
920				
921			</li>
922		
923		</ul>
924		
925	
926
927
928				
929			</li>
930		
931			<li class="p-menu__item has-submenu menu__item" title="What's On" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave">
932				
933					<a href="whats-on" target="_self" class="p-menu__item__link " >What's On</a>
934				
935				
936					<button class="p-menu__item__submenu-toggle "  aria-expanded="false"  x-on:click="handleSubmenuToggle($event)">
937						<i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i>
938						<span class="u-screen-reader-only">Show submenu for: What's On</span>
939					</button>
940					
941	
942		
943		
944			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1">
945		
946		
947			<li class="p-menu__item__submenu__item menu__item" title="What's on" >
948				
949					<a href="whats-on" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">What's on</a>
950				
951				
952			</li>
953		
954			<li class="p-menu__item__submenu__item menu__item" title="Highlights" >
955				
956					<a href="whats-on/highlights" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Highlights</a>
957				
958				
959			</li>
960		
961			<li class="p-menu__item__submenu__item menu__item" title="Product Pavilions" >
962				
963					<a href="pavilions" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Product Pavilions</a>
964				
965				
966			</li>
967		
968			<li class="p-menu__item__submenu__item menu__item" title="The Buyers Clubhouse" >
969				
970					<a href="the-buyers-clubhouse" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">
970The Buyers Clubhouse</a>
971				
972				
973			</li>
974		
975		</ul>
976		
977	
978
979
980				
981			</li>
982		
983			<li class="p-menu__item has-submenu menu__item" title="Visit" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave">
984				
985					<a href="visit" target="_self" class="p-menu__item__link " >Visit</a>
986				
987				
988					<button class="p-menu__item__submenu-toggle "  aria-expanded="false"  x-on:click="handleSubmenuToggle($event)">
989						<i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i>
990						<span class="u-screen-reader-only">Show submenu for: Visit</span>
991					</button>
992					
993	
994		
995		
996			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1">
997		
998		
999			<li class="p-menu__item__submenu__item menu__item" title="Why visit" >
1000				
1001					<a href="visit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Why visit</a>
1002				
1003				
1004			</li>
1005		
1006			<li class="p-menu__item__submenu__item menu__item" title="Plan your visit" >
1007				
1008					<a href="visit/plan-your-visit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Plan your visit</a>
1009				
1010				
1011			</li>
1012		
1013			<li class="p-menu__item__submenu__item menu__item" title="Little Black Book" >
1014				
1015					<a href="visit/little-black-book" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Little Black Book</a>
1016				
1017				
1018			</li>
1019		
1020		</ul>
1021		
1022	
1023
1024
1025				
1026			</li>
1027		
1028			<li class="p-menu__item has-submenu menu__item" title="Exhibit" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave">
1029				
1030					<a href="exhibit" target="_self" class="p-menu__item__link " >Exhibit</a>
1031				
1032				
1033					<button class="p-menu__item__submenu-toggle "  aria-expanded="false"  x-on:click="handleSubmenuToggle($event)">
1034						<i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i>
1035						<span class="u-screen-reader-only">Show submenu for: Exhibit</span>
1036					</button>
1037					
1038	
1039		
1040		
1041			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1">
1042		
1043		
1044			<li class="p-menu__item__submenu__item menu__item" title="Why exhibit" >
1045				
1046					<a href="exhibit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Why exhibit</a>
1047				
1048				
1049			</li>
1050		
1051			<li class="p-menu__item__submenu__item menu__item" title="International Exhibitors" >
1052				
1053					<a href="exhibit/international-exhibitors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">International Exhibitors</a>
1054				
1055				
1056			</li>
1057		
1058		</ul>
1059		
1060	
1061
1062
1063				
1064			</li>
1065		
1066			<li class="p-menu__item has-submenu menu__item" title="Inside Retail" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave">
1067				
1068					<a href="retail-news" target="_self" class="p-menu__item__link " >Inside Retail</a>
1069				
1070				
1071					<button class="p-menu__item__submenu-toggle "  aria-expanded="false"  x-on:click="handleSubmenuToggle($event)">
1072						<i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i>
1073						<span class="u-screen-reader-only">Show submenu for: Inside Retail</span>
1074					</button>
1075					
1076	
1077		
1078		
1079			<ul class="p-menu__item__submenu p-menu__item__submenu--level-1">
1080		
1081		
1082			<li class="p-menu__item__submenu__item menu__item" title="Parking Petition" >
1083				
1084					<a href="inside-retail/parking-petition" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Parking Petition</a>
1085				
1086				
1087			</li>
1088		
1089			<li class="p-menu__item__submenu__item menu__item" title="Voices of Retail Report" >
1090				
1091					<a href="voices-retail-report" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Voices of Retail Report</a>
1092				
1093				
1094			</li>
1095		
1096			<li class="p-menu__item__submenu__item menu__item" title="Newsletter" >
1097				
1098					<a href="newsletter" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Newsletter</a>
1099				
1100				
1101			</li>
1102		
1103			<li class="p-menu__item__submenu__item menu__item" title="Articles" >
1104				
1105					<a href="retail-news/retail-news-articles" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Articles</a>
1106				
1107				
1108			</li>
1109		
1110		</ul>
1111		
1112	
1113
1114
1115				
1116			</li>
1117		
1118		</ul>
1119		
1120			
1120<script>
1121				function dropdownCustom(params) {
1122					return {
1123						id: params.id,
1124
1125						showSubmenu($menuItem) {
1126							let $menuItemTitle = $menuItem.children('.p-menu__item__link, .p-menu__submenu__item__link, .p-menu__item__text, .p-menu__submenu__item__text');
1127							let $menuItemToggle = $menuItem.children('.p-menu__item__submenu-toggle, .p-menu__item__submenu__item__submenu-toggle');
1128
1129							$menuItem.addClass('has-submenu-open');
1130							$menuItemTitle.attr('aria-expanded', 'true');
1131							$menuItemToggle.attr('aria-expanded', 'true');
1132
1133							$menuItem.children('.p-menu__item__submenu').children('li.p-menu__item__submenu__item').children('.p-menu__item__submenu-sublevel').attr('aria-expanded', 'true');
1134							$menuItem.children('.p-menu__item__submenu').children('li.p-menu__item__submenu__item').children('.p-menu__item__submenu-sublevel').attr('tabindex', '0');
1135							$menuItem.children('.p-menu__item__submenu').children('li.p-menu__item__submenu__item').children('.p-menu__item__submenu__item__link').attr('tabindex', '0');
1136						},
1137						hideSubmenu($menuItem) {
1138							let $menuItemTitle = $menuItem.children('.p-menu__item__link, .p-menu__submenu__item__link, .p-menu__item__text, .p-menu__submenu__item__text');
1139							let $menuItemToggle = $menuItem.children('.p-menu__item__submenu-toggle, .p-menu__item__submenu__item__submenu-toggle');
1140
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1447					Why Gen Z Is Travelling for Viral Independent Shops 
1448				</h1>
1449				
1450					<span class="m-libraries-news-entry__item__date">
1451						23 Sept 2026
1452					</span>
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1469					<img class="m-libraries-news-entry__item__featured-image-image" src="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/libraries/news/inside-retail/new-blog-size-test-50-.jpg/fit-in/850x9999/filters:no_upscale()" srcset="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/libraries/news/inside-retail/new-blog-size-test-50-.jpg/fit-in/1700x9999/filters:no_upscale() 2x" alt="Why Gen Z Is Travelling for Viral Independent Shops " />
1470					
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1480	<p aria-level="1" lang="EN-US" paraeid="{835d469b-fd7b-43ed-ac2c-9bcc03fe2d91}{182}" paraid="1728587355" role="heading">All things digital have long been cast as the villain of the high street story, but new figures suggest Gen Z might be rewriting that plot. According to new Amex research, four in five Gen Z consumers have visited an independent business after discovering it on social media, and the longest trip they've made to get there averages 95 minutes.&nbsp;</p> 
1481<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{36}" paraid="154810267">As <a href="https://www.thisismoney.co.uk/money/markets/article-16127437/Gen-Z-gives-High-Street-boost-flocking-TikTok-famous-stores.html" rel="noreferrer noopener" target="_blank">This is Money</a> reported, that willingness to travel is giving smaller shops a welcome lift, with Randalls sweet shop in Market Harborough and Humble Crumble in London's Borough Market among the businesses feeling the benefit. The study was commissioned by American Express, which has a clear interest in small business spending, but the behaviour it describes will feel familiar to anyone who has seen a queue form outside a shop that went viral the week before.&nbsp;</p> 
1482<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{45}" paraid="1417777385" role="heading">What is the 'viral pilgrimage' economy?&nbsp;</h2> 
1483<p>
1484 <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@placesfrankiegoes/video/7508002821346790678" data-video-id="7508002821346790678" style="max-width: 605px;min-width: 325px;"> 
1485  <section> 
1486   <a target="_blank" title="@placesfrankiegoes" href="https://www.tiktok.com/@placesfrankiegoes?refer=embed">@placesfrankiegoes</a> I can’t tell you the amount of times this place has saved me when I’ve needed a cute, unique last minute gift. Also shopping local is cool!!!!! 🛍️@Heliotique 
1487   <a title="giftshop" target="_blank" href="https://www.tiktok.com/tag/giftshop?refer=embed">#giftshop</a> 
1488   <a title="london" target="_blank" href="https://www.tiktok.com/tag/london?refer=embed">#london</a> 
1489   <a title="nwlondon" target="_blank" href="https://www.tiktok.com/tag/nwlondon?refer=embed">#nwlondon</a> 
1490   <a title="willesdengreen" target="_blank" href="https://www.tiktok.com/tag/willesdengreen?refer=embed">#willesdengreen</a> 
1491   <a title="supportlocalbusiness" target="_blank" href="https://www.tiktok.com/tag/supportlocalbusiness?refer=embed">#supportlocalbusiness</a> 
1492   <a title="independentbusiness" target="_blank" href="https://www.tiktok.com/tag/independentbusiness?refer=embed">#independentbusiness</a> 
1493   <a title="londonshopping" target="_blank" href="https://www.tiktok.com/tag/londonshopping?refer=embed">#londonshopping</a> 
1494   <a target="_blank" title="♬ Espresso - Instrumental - Penelope Speed" href="https://www.tiktok.com/music/Espresso-Instrumental-7409117988890904577?refer=embed">♬ Espresso - Instrumental - Penelope Speed</a> 
1495  </section> 
1496 </blockquote> 
1496<script async="" src="https://www.tiktok.com/embed.js"></script>
1496<br /> It's the name Amex has given to a habit that's become second nature for Gen Z (those born between 1997 and 2012): spotting a shop, caf&eacute; or product on TikTok or Instagram, then making a special trip to experience it in person.&nbsp;</p> 
1497<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{56}" paraid="2037812177">The numbers behind it are striking. Nearly two-thirds (62%) of Gen Z research businesses on social media before deciding to visit, and 58% say it has introduced them to an independent they would never otherwise have found. They don't hang about either, with 53% visiting within a week of first seeing a business online and almost one in five planning an entire day out around the trip.&nbsp;</p> 
1498<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{61}" paraid="683638840" role="heading">How much is social media driving high street footfall?&nbsp;</h2> 
1499<p>
1500 <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@olinochkalina/video/7568932402161110279" data-video-id="7568932402161110279" style="max-width: 605px;min-width: 325px;"> 
1501  <section> 
1502   <a target="_blank" title="@olinochkalina" href="https://www.tiktok.com/@olinochkalina?refer=embed">@olinochkalina</a> literally obsessed 😍😍😍😍the cutest shop with that perfect vintage touch 📍After Noah, N1 1QP @afternoahhome 
1503   <a title="londongems" target="_blank" href="https://www.tiktok.com/tag/londongems?refer=embed">#londongems</a> 
1504   <a title="londonfinds" target="_blank" href="https://www.tiktok.com/tag/londonfinds?refer=embed">#londonfinds</a> 
1505   <a title="londonshopping" target="_blank" href="https://www.tiktok.com/tag/londonshopping?refer=embed">#londonshopping</a> 
1506   <a title="londonchristmas" target="_blank" href="https://www.tiktok.com/tag/londonchristmas?refer=embed">#londonchristmas</a> 
1507   <a title="london" target="_blank" href="https://www.tiktok.com/tag/london?refer=embed">#london</a> 
1508   <a target="_blank" title="♬ original sound - Evening Jazz Radio" href="https://www.tiktok.com/music/original-sound-7543760698779290390?refer=embed">♬ original sound - Evening Jazz Radio</a> 
1509  </section> 
1510 </blockquote> 
1510<script async="" src="https://www.tiktok.com/embed.js"></script>
1510<br /> More than many retailers might assume. Wider research from <a href="https://www.americanexpress.com/en-us/newsroom/" rel="noreferrer noopener" target="_blank">Amex</a> and <a href="https://www.google.com/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=&amp;cad=rja&amp;uact=8&amp;ved=2ahUKEwjM_sytu4SXAxUNV0EAHR2SMS4QFnoECBkQAQ&amp;url=https%3A%2F%2Fwww.retaileconomics.co.uk%2F&amp;usg=AOvVaw0pLc4Z5V3MQ-b7kupdw5sL&amp;opi=89978449" rel="noreferrer noopener" target="_blank">Retail Economics</a> estimates social media now drives <a href="https://www.retailgazette.co.uk/blog/2026/09/why-social-media-is-sending-gen-z-back-to-the-high-street/" rel="noreferrer noopener" target="_blank">1.7 billion visits</a> to UK high streets every year, which works out at over 30 million a week. Among Gen Z, 88% have visited a shop or hospitality venue in the past year because of something they saw on social, and 35% have travelled to another city or region to buy a product they first saw trending.&nbsp;</p> 
1511<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{76}" paraid="2074966756">For independents, the most encouraging figure is where that money ends up. <a href="https://uk.fashionnetwork.com/news/Gen-z-loves-indie-retail-will-travel-miles-after-social-media-discovery-amex-research,1862838.html" rel="noreferrer noopener" target="_blank">Retail Economics estimates</a> that independent businesses capture almost half (47%) of all social-influenced high street spending by Gen Z. At a time when big chains are pushing harder into home delivery, as <a href="https://www.autumnfair.com/news/primark-delivering-customer-front-doors-happens-footfall" rel="noreferrer noopener" target="_blank">Primark's latest move</a> shows, that's a meaningful counterweight for smaller shops competing for footfall.&nbsp;</p> 
1512<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{89}" paraid="1059854582" role="heading">Why are Gen Z shoppers choosing independent shops over big brands?&nbsp;</h2> 
1513<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{95}" paraid="865742115">A lot of it comes down to discovery. Keith McDonald of American Express described Gen Z as a generation that wants to feel like pioneers, finding somewhere special before everyone else and having something worth sharing with friends. You can't really get that feeling from a national chain with the same stock in every town.&nbsp;</p> 
1514<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{100}" paraid="2091810464">It ties in with <a href="https://fashionunited.com/news/retail/hyper-personalised-and-tech-centric-gen-z-seek-experiences-beyond-retail-in-stores/2025102068775" rel="noreferrer noopener" target="_blank">earlier Amex research</a>, which found 65% of Gen Z believe high streets should deliver something they can't get online. Independents have a natural advantage here because they're built on personality, curation and a point of view, which is exactly why getting <a href="https://www.autumnfair.com/news/getting-brand-story-right-never-mattered-more" rel="noreferrer noopener" target="_blank">your brand story</a> right matters so much when your shop might be discovered by someone scrolling 60 miles away.&nbsp;</p> 
1515<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{118}" paraid="2026167450" role="heading">What makes an independent shop worth a 95-minute journey?&nbsp;</h2> 
1516<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{124}" paraid="949738840">Once they arrive, Gen Z shoppers are prepared to wait, spending an average of <a href="https://www.asiantrader.biz/scroll-to-store-retailers-gen-z-footfall" rel="noreferrer noopener" target="_blank">almost an hour</a> queuing for trending products. That's a lot of goodwill, so the experience has to live up to the hype.&nbsp;</p> 
1517<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{133}" paraid="713318476">What gets people travelling varies by category. In gift, it's often a signature product or a playful, photogenic range that customers can't find anywhere else, and the rise of <a href="https://www.autumnfair.com/news/earth-day-rise-eco-friendly-gifting" rel="noreferrer noopener" target="_blank">eco-friendly gifting</a> shows sustainability increasingly forms part of that appeal. &nbsp;</p> 
1518<p lang="EN-US" paraeid="{ab698344-702f-47a8-a56a-dd4222981479}{178}" paraid="984606850">For fashion boutiques, it's independent labels and statement pieces from smaller fashion accessories suppliers, the kind of emerging talent buyers were tracking at <a href="https://www.autumnfair.com/news/graduate-fashion-week-2026-retail-trends-buyers-watch-" rel="noreferrer noopener" target="_blank">Graduate Fashion Week</a>. &nbsp;</p> 
1519<p lang="EN-US" paraeid="{5722e7c2-9903-436e-8866-572a35f97b01}{24}" paraid="79928438">In interiors and garden retail, styled spaces that photograph beautifully tend to do the heavy lifting, which is where keeping on top of homeware and <a href="https://www.autumnfair.com/news/ss26-homeware-outdoor-living-trends-bda-london" rel="noreferrer noopener" target="_blank">outdoor living trends</a> pays off.&nbsp;</p> 
1520<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{150}" paraid="78713310" role="heading">How can independent retailers turn social buzz into repeat custom?&nbsp;</h2> 
1521<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{156}" paraid="1125120038">The good news is that viral visitors don't have to be one-offs, with three in five Gen Z shoppers returning after their first trip. Getting that second visit usually comes down to a few practical things:&nbsp;</p> 
1522<ul> 
1523 <li paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{161}" paraid="340479742">Post the shop, not just the stock. Behind-the-scenes clips, new deliveries and the people behind the counter give followers a reason to visit.&nbsp;</li> 
1524 <li paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{176}" paraid="469743767">Make the in-store moment shareable. Packaging, window displays and small touches all feed the next wave of posts.&nbsp;</li> 
1525 <li paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{183}" paraid="9353021">Capture details while they're there. A newsletter sign-up or simple loyalty scheme turns a day-tripper into a regular, and our guide to <a href="https://www.autumnfair.com/news/build-customer-loyalty" rel="noreferrer noopener" target="_blank">building customer loyalty</a> covers the basics.&nbsp;</li> 
1526 <li paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{194}" paraid="1387648362">Decide what social media is for. Some independents are testing selling on <a href="https://www.autumnfair.com/news/independent-retailers-sell-tiktok-shop-" rel="noreferrer noopener" target="_blank">TikTok Shop</a>, but this research suggests its bigger value may be getting people through the door.&nbsp;</li> 
1527</ul> 
1528<h2 aria-level="2" class="u-font-family-primary u-font-size-h3" paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{205}" paraid="2140283936" role="heading">Where can independent retailers find products that get people talking?&nbsp;</h2> 
1529<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{212}" paraid="1967461117">The products that travel well on social tend to be distinctive, well made and n
1529ot widely stocked, which usually means sourcing from smaller makers and brands. Spring Fair brings wholesale gift suppliers, homeware brands and fashion accessories suppliers together under one roof, giving buyers the chance to handle products and meet the people who make them before committing to an order.&nbsp;</p> 
1530<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{217}" paraid="1083660234">The takeaway for independents is a hopeful one. Social media isn't only competing with the high street for attention, it's actively sending younger shoppers towards it, and the shops with a clear identity, great product and an experience worth sharing are the ones they'll happily travel for.&nbsp;</p> 
1531<hr /> 
1532<p lang="EN-US" paraeid="{835d469b-fd7b-43ed-ac2c-9bcc03fe2d91}{70}" paraid="320369299"><i>If you like what you've seen here, why not join us in person for the retail event of the season? <a href="https://www.springfair.com/" rel="noreferrer noopener" target="_blank">Spring Fair</a> runs from 7-10 September 2027 at the NEC, Birmingham. <a href="https://www.springfair.com/visitor-registration?utm_source=&amp;utm_medium=&amp;utm_campaign=" rel="noreferrer noopener" target="_blank">Register for free here</a>, and <a href="https://www.springfair.com/newsletter" rel="noreferrer noopener" target="_blank">join our newsletter</a> for the latest updates before the show. &nbsp; &nbsp;</i></p> 
1533<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{14}" paraid="738692707">&nbsp;</p>
1534					</div>
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1548						<div class="m-libraries-news-entry__author-name">
1549							Esra Crockford
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1574							<span class="m-libraries-news-list__item-index">1</span>
1575							<span class="m-libraries-news-list__item-title">Plan Your Trip to Spring Fair 2026: Travel Tips and Essential Updates</span>
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1585							<span class="m-libraries-news-list__item-index">2</span>
1586							<span class="m-libraries-news-list__item-title">From Plants to Profits: Garden Centre Store Layout Report</span>
1587						</a>
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1607							<span class="m-libraries-news-list__item-index">4</span>
1608							<span class="m-libraries-news-list__item-title">Get your free Retail Makeoever Mission Toolkit</span>
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1619							<span class="m-libraries-news-list__item-title">AI-Powered Styling Assistants: Curating Fashion Looks for Every Shopper</span>
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1665							<span class="m-libraries-news-list__item-title">New App Helps Catch Shoplifters</span>
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1676							<span class="m-libraries-news-list__item-title">Should Independent Retailers Sell on TikTok Shop?</span>
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2069<script type="application/ld+json">{"publisher":{"@id":"https://www.springfair.com/#organization"},"datePublished":"September, 23 2026 10:19:00 +0000","@context":"https://schema.org","@type":"NewsArticle","headline":"Why Gen Z Is Travelling for Viral Independent Shops ","image":{"@type":"ImageObject","url":"https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/libraries/news/inside-retail/new-blog-size-test-50-.jpg"},"mainEntityOfPage":{"@type":"WebPage","@id":"https://www.springfair.com/news/gen-z-travelling-viral-independent-shops-"},"description":"<p aria-level=\"1\" lang=\"EN-US\" paraeid=\"{835d469b-fd7b-43ed-ac2c-9bcc03fe2d91}{182}\" paraid=\"1728587355\" role=\"heading\">All things digital have long been cast as the villain of the high street story, but new figures suggest Gen Z might be rewriting that plot. According to new Amex research, four in five Gen Z consumers have visited an independent business after discovering it on social media, and the longest trip they've made to get there averages 95 minutes.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{36}\" paraid=\"154810267\">As <a href=\"https://www.thisismoney.co.uk/money/markets/article-16127437/Gen-Z-gives-High-Street-boost-flocking-TikTok-famous-stores.html\" rel=\"noreferrer noopener\" target=\"_blank\">This is Money</a> reported, that willingness to travel is giving smaller shops a welcome lift, with Randalls sweet shop in Market Harborough and Humble Crumble in London's Borough Market among the businesses feeling the benefit. The study was commissioned by American Express, which has a clear interest in small business spending, but the behaviour it describes will feel familiar to anyone who has seen a queue form outside a shop that went viral the week before.&nbsp;</p>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{45}\" paraid=\"1417777385\" role=\"heading\">What is the 'viral pilgrimage' economy?&nbsp;</h2>\n\n<p><widget content=\"@chev@blockquote class=@quot@tiktok-embed@quot@ cite=@quot@https://www.tiktok.com/@placesfrankiegoes/video/7508002821346790678@quot@ data-video-id=@quot@7508002821346790678@quot@ style=@quot@max-width: 605px;min-width: 325px;@quot@ &gt; @chev@section&gt; @chev@a target=@quot@_blank@quot@ title=@quot@@placesfrankiegoes@quot@ href=@quot@https://www.tiktok.com/@placesfrankiegoes?refer=embed@quot@&gt;@placesfrankiegoes@chev@/a&gt; I can’t tell you the amount of times this place has saved me when I’ve needed a cute, unique last minute gift. Also shopping local is cool!!!!! \ud83d\udecd️@Heliotique @chev@a title=@quot@giftshop@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/giftshop?refer=embed@quot@&gt;#giftshop@chev@/a&gt; @chev@a title=@quot@london@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/london?refer=embed@quot@&gt;#london@chev@/a&gt; @chev@a title=@quot@nwlondon@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/nwlondon?refer=embed@quot@&gt;#nwlondon@chev@/a&gt; @chev@a title=@quot@willesdengreen@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/willesdengreen?refer=embed@quot@&gt;#willesdengreen@chev@/a&gt; @chev@a title=@quot@supportlocalbusiness@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/supportlocalbusiness?refer=embed@quot@&gt;#supportlocalbusiness@chev@/a&gt; @chev@a title=@quot@independentbusiness@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/independentbusiness?refer=embed@quot@&gt;#independentbusiness@chev@/a&gt; @chev@a title=@quot@londonshopping@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonshopping?refer=embed@quot@&gt;#londonshopping@chev@/a&gt; @chev@a target=@quot@_blank@quot@ title=@quot@♬ Espresso - Instrumental - Penelope Speed@quot@ href=@quot@https://www.tiktok.com/music/Espresso-Instrumental-7409117988890904577?refer=embed@quot@&gt;♬ Espresso - Instrumental - Penelope Speed@chev@/a&gt; @chev@/section&gt; @chev@/blockquote&gt; @chev@script async src=@quot@https://www.tiktok.com/embed.js@quot@&gt;@chev@/script&gt;\" contenteditable=\"false\" rendermethodselect=\"renderIt\" widgetdisplayname=\"3rd Party Code\" widgetname=\"Snippet\" widgettype=\"Core\"><widgetinfobar contenteditable=\"false\"><i class=\"fal fa-code\" contenteditable=\"false\"></i>3rd Party Code</widgetinfobar></widget><br />\nIt's the name Amex has given to a habit that's become second nature for Gen Z (those born between 1997 and 2012): spotting a shop, caf&eacute; or product on TikTok or Instagram, then making a special trip to experience it in person.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{56}\" paraid=\"2037812177\">The numbers behind it are striking. Nearly two-thirds (62%) of Gen Z research businesses on social media before deciding to visit, and 58% say it has introduced them to an independent they would never otherwise have found. They don't hang about either, with 53% visiting within a week of first seeing a business online and almost one in five planning an entire day out around the trip.&nbsp;</p>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{61}\" paraid=\"683638840\" role=\"heading\">
2069How much is social media driving high street footfall?&nbsp;</h2>\n\n<p><widget content=\"@chev@blockquote class=@quot@tiktok-embed@quot@ cite=@quot@https://www.tiktok.com/@olinochkalina/video/7568932402161110279@quot@ data-video-id=@quot@7568932402161110279@quot@ style=@quot@max-width: 605px;min-width: 325px;@quot@ &gt; @chev@section&gt; @chev@a target=@quot@_blank@quot@ title=@quot@@olinochkalina@quot@ href=@quot@https://www.tiktok.com/@olinochkalina?refer=embed@quot@&gt;@olinochkalina@chev@/a&gt; literally obsessed \ud83d\ude0d\ud83d\ude0d\ud83d\ude0d\ud83d\ude0dthe cutest shop with that perfect vintage touch \ud83d\udccdAfter Noah, N1 1QP @afternoahhome  @chev@a title=@quot@londongems@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londongems?refer=embed@quot@&gt;#londongems@chev@/a&gt; @chev@a title=@quot@londonfinds@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonfinds?refer=embed@quot@&gt;#londonfinds@chev@/a&gt; @chev@a title=@quot@londonshopping@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonshopping?refer=embed@quot@&gt;#londonshopping@chev@/a&gt; @chev@a title=@quot@londonchristmas@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonchristmas?refer=embed@quot@&gt;#londonchristmas@chev@/a&gt; @chev@a title=@quot@london@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/london?refer=embed@quot@&gt;#london@chev@/a&gt; @chev@a target=@quot@_blank@quot@ title=@quot@♬ original sound - Evening Jazz Radio@quot@ href=@quot@https://www.tiktok.com/music/original-sound-7543760698779290390?refer=embed@quot@&gt;♬ original sound - Evening Jazz Radio@chev@/a&gt; @chev@/section&gt; @chev@/blockquote&gt; @chev@script async src=@quot@https://www.tiktok.com/embed.js@quot@&gt;@chev@/script&gt;\" contenteditable=\"false\" rendermethodselect=\"renderIt\" widgetdisplayname=\"3rd Party Code\" widgetname=\"Snippet\" widgettype=\"Core\"><widgetinfobar contenteditable=\"false\"><i class=\"fal fa-code\" contenteditable=\"false\"></i>3rd Party Code</widgetinfobar></widget><br />\nMore than many retailers might assume. Wider research from <a href=\"https://www.americanexpress.com/en-us
2069/newsroom/\" rel=\"noreferrer noopener\" target=\"_blank\">Amex</a> and <a href=\"https://www.google.com/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=&amp;cad=rja&amp;uact=8&amp;ved=2ahUKEwjM_sytu4SXAxUNV0EAHR2SMS4QFnoECBkQAQ&amp;url=https%3A%2F%2Fwww.retaileconomics.co.uk%2F&amp;usg=AOvVaw0pLc4Z5V3MQ-b7kupdw5sL&amp;opi=89978449\" rel=\"noreferrer noopener\" target=\"_blank\">Retail Economics</a> estimates social media now drives <a href=\"https://www.retailgazette.co.uk/blog/2026/09/why-social-media-is-sending-gen-z-back-to-the-high-street/\" rel=\"noreferrer noopener\" target=\"_blank\">1.7 billion visits</a> to UK high streets every year, which works out at over 30 million a week. Among Gen Z, 88% have visited a shop or hospitality venue in the past year because of something they saw on social, and 35% have travelled to another city or region to buy a product they first saw trending.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{76}\" paraid=\"2074966756\">For independents, the most encouraging figure is where that money ends up. <a href=\"https://uk.fashionnetwork.com/news/Gen-z-loves-indie-retail-will-travel-miles-after-social-media-discovery-amex-research,1862838.html\" rel=\"noreferrer noopener\" target=\"_blank\">Retail Economics estimates</a> that independent businesses capture almost half (47%) of all social-influenced high street spending by Gen Z. At a time when big chains are pushing harder into home delivery, as <a href=\"https://www.autumnfair.com/news/primark-delivering-customer-front-doors-happens-footfall\" rel=\"noreferrer noopener\" target=\"_blank\">Primark's latest move</a> shows, that's a meaningful counterweight for smaller shops competing for footfall.&nbsp;</p>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{89}\" paraid=\"1059854582\" role=\"heading\">Why are Gen Z shoppers choosing independent shops over big brands?&nbsp;</h2>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{95}\" paraid=\"865742115\">A lot of it comes down to discovery. Keith McDonald of American Express described Gen Z as a generation that wants to feel like pioneers, finding somewhere special before everyone else and having something worth sharing with friends. You can't really get that feeling from a national chain with the same stock in every town.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{100}\" paraid=\"2091810464\">It ties in with <a href=\"https://fashionunited.com/news/retail/hyper-personalised-and-tech-centric-gen-z-seek-experiences-beyond-retail-in-stores/2025102068775\" rel=\"noreferrer noopener\" target=\"_blank\">earlier Amex research</a>, which found 65% of Gen Z believe high streets should deliver something they can't get online. Independents have a natural advantage here because they're built on personality, curation and a point of view, which is exactly why getting <a href=\"https://www.autumnfair.com/news/getting-brand-story-right-never-mattered-more\" rel=\"noreferrer noopener\" target=\"_blank\">your brand story</a> right matters so much when your shop might be discovered by someone scrolling 60 miles away.&nbsp;</p>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{118}\" paraid=\"2026167450\" role=\"heading\">What makes an independent shop worth a 95-minute journey?&nbsp;</h2>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{124}\" paraid=\"949738840\">Once they arrive, Gen Z shoppers are prepared to wait, spending an average of <a href=\"https://www.asiantrader.biz/scroll-to-store-retailers-gen-z-footfall\" rel=\"noreferrer noopener\" target=\"_blank\">almost an hour</a> queuing for trending products. That's a lot of goodwill, so the experience has to live up to the hype.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{133}\" paraid=\"713318476\">What gets people travelling varies by category. In gift, it's often a signature product or a playful, photogenic range that customers can't find anywhere else, and the rise of <a href=\"https://www.autumnfair.com/news/earth-day-rise-eco-friendly-gifting\" rel=\"noreferrer noopener\" target=\"_blank\">eco-friendly gifting</a> shows sustainability increasingly forms part of that appeal. &nbsp;</p>\n\n<p lang=\"EN-US\" paraeid=\"{ab698344-702f-47a8-a56a-dd4222981479}{178}\" paraid=\"984606850\">For fashion boutiques, it's independent labels and statement pieces from smaller fashion accessories suppliers, the kind of emerging talent buyers were tracking at <a href=\"https://www.autumnfair.com/news/graduate-fashion-week-2026-retail-trends-buyers-watch-\" rel=\"noreferrer noopener\" target=\"_blank\">Graduate Fashion Week</a>. &nbsp;</p>\n\n<p lang=\"EN-US\" paraeid=\"{5722e7c2-9903-436e-8866-572a35f97b01}{24}\" paraid=\"79928438\">In interiors and garden retail, styled spaces that photograph beautifully tend to do the heavy lifting, which is where keeping on top of homeware and <a href=\"https://www.autumnfair.com/news/ss26-homeware-outdoor-living-trends-bda-london\" rel=\"noreferrer noopener\" target=\"_blank\">outdoor living trends</a> pays off.&nbsp;</p>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{150}\" paraid=\"78713310\" role=\"heading\">
2069How can independent retailers turn social buzz into repeat custom?&nbsp;</h2>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{156}\" paraid=\"1125120038\">The good news is that viral visitors don't have to be one-offs, with three in five Gen Z shoppers returning after their first trip. Getting that second visit usually comes down to a few practical things:&nbsp;</p>\n\n<ul>\n\t<li paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{161}\" paraid=\"340479742\">Post the shop, not just the stock. Behind-the-scenes clips, new deliveries and the people behind the counter give followers a reason to visit.&nbsp;</li>\n\t<li paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{176}\" paraid=\"469743767\">Make the in-store moment shareable. Packaging, window displays and small touches all feed the next wave of posts.&nbsp;</li>\n\t<li paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{183}\" paraid=\"9353021\">Capture details while they're there. A newsletter sign-up or simple loyalty scheme turns a day-tripper into a regular, and our guide to <a href=\"https://www.autumnfair.com/news/build-customer-loyalty\" rel=\"noreferrer noopener\" target=\"_blank\">building customer loyalty</a> covers the basics.&nbsp;</li>\n\t<li paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{194}\" paraid=\"1387648362\">Decide what social media is for. Some independents are testing selling on <a href=\"https://www.autumnfair.com/news/independent-retailers-sell-tiktok-shop-\" rel=\"noreferrer noopener\" target=\"_blank\">TikTok Shop</a>, but this research suggests its bigger value may be getting people through the door.&nbsp;</li>\n</ul>\n\n<h2 aria-level=\"2\" class=\"u-font-family-primary u-font-size-h3\" paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{205}\" paraid=\"2140283936\" role=\"heading\">Where can independent retailers find products that get people talking?&nbsp;</h2>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{212}\" paraid=\"1967461117\">The products that travel well on social tend to be distinctive, well made and not widely stocked, which usually means sourcing from smaller makers and brands. Spring Fair brings wholesale gift suppliers, homeware brands and fashion accessories suppliers together under one roof, giving buyers the chance to handle products and meet the people who make them before committing to an order.&nbsp;</p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{217}\" paraid=\"1083660234\">The takeaway for independents is a hopeful one. Social media isn't only competing with the high street for attention, it's actively sending younger shoppers towards it, and the shops with a clear identity, great product and an experience worth sharing are the ones they'll happily travel for.&nbsp;</p>\n\n<hr />\n<p lang=\"EN-US\" paraeid=\"{835d469b-fd7b-43ed-ac2c-9bcc03fe2d91}{70}\" paraid=\"320369299\"><i>If you like what you've seen here, why not join us in person for the retail event of the season? <a href=\"https://www.springfair.com/\" rel=\"noreferrer noopener\" target=\"_blank\">Spring Fair</a> runs from 7-10 September 2027 at the NEC, Birmingham. <a href=\"https://www.springfair.com/visitor-registration?utm_source=&amp;utm_medium=&amp;utm_campaign=\" rel=\"noreferrer noopener\" target=\"_blank\">Register for free here</a>, and <a href=\"https://www.springfair.com/newsletter\" rel=\"noreferrer noopener\" target=\"_blank\">join our newsletter</a> for the latest updates before the show. &nbsp; &nbsp;</i></p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{14}\" paraid=\"738692707\">&nbsp;</p>\n"}</script>
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