Gen Z customers are giving the High Street a welcome lift by travelling up to an hour-and-a-half to visit independent shops made famous online.

The findings suggest stores suffering from the switch to e-commerce could gain a new lease of life through social media.

Research showed 80 per cent of Gen Z consumers, those born between 1997 and 2012, had visited an independent shop after finding it on sites such as Instagram and TikTok, credit card giant American Express revealed – even if it took 95 minutes to get there.

Businesses benefiting include Randalls sweet seller in Market Harborough, Leicestershire, and Humble Crumble, a pudding shop in London’s Borough Market.

Dan Edelman, at Amex, said: ‘Social media discovery is translating directly into visits and spending with small, independent firms. 

With its growing influence and spending power, Gen Z is showcasing new opportunities for businesses to boost revenue, build loyalty and bring more people to Britain’s high streets.’

The findings on the ‘viral pilgrimage’ economy shed light on the behaviour of youngsters who can sometimes be seen congregating at certain shops, cafes or restaurants.

They showed 62 per cent of Gen Z consumers actively look up businesses on social media before visiting and 58 per cent say it led them to a firm they would not otherwise have found.

Most visit within a week of first seeing it online and one in five plan a day out around such a trip.

Consultancy Retail Economics found independent businesses captured half of ‘social-influenced High Street spending’ by Gen Z.