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470 <span class="u-screen-reader-only">Show submenu for: What's On</span> 471 </button> 472 </div> 473 474 </div> 475 476 <div class="p-menu__item__wrapper-two"> 477 478 479 480 481 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen"> 482 483 484 <li class="p-menu__item__submenu__item menu__item" title="What's on"> 485 <div class="p-menu__item__submenu__item__wrapper-one"> 486 487 <a href="whats-on" target="_self" class="p-menu__item__submenu__item__link ">What's on</a> 488 489 490 </div> 491 492 </li> 493 494 <li class="p-menu__item__submenu__item menu__item" title="Highlights"> 495 <div class="p-menu__item__submenu__item__wrapper-one"> 496 497 <a href="whats-on/highlights" target="_self" class="p-menu__item__submenu__item__link ">Highlights</a> 498 499 500 </div> 501 502 </li> 503 504 <li class="p-menu__item__submenu__item menu__item" title="Product Pavilions"> 505 <div class="p-menu__item__submenu__item__wrapper-one"> 506 507 <a href="pavilions" target="_self" class="p-menu__item__submenu__item__link ">Product Pavilions</a> 508 509 510 </div> 511 512 </li> 513 514 <li class="p-menu__item__submenu__item menu__item" title="The Buyers Clubhouse"> 515 <div class="p-menu__item__submenu__item__wrapper-one"> 516 517 <a href="the-buyers-clubhouse" target="_self" class="p-menu__item__submenu__item__link ">The Buyers Clubhouse</a> 518 519 520 </div> 521 522 </li> 523 524 </ul> 525 526 527 528 </div> 529 530 </li> 531 532 <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Visit"> 533 <div class="p-menu__item__wrapper-one"> 534 535 <a href="visit" target="_self" class="p-menu__item__link " aria-expanded="false">Visit</a> 536 537 538 <div class="p-menu__item__submenu-toggle"> 539 <button class="p-menu__item__submenu-toggle__button " aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" > 540 <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i> 541 <span class="u-screen-reader-only">Show submenu for: Visit</span> 542 </button> 543 </div> 544 545 </div> 546 547 <div class="p-menu__item__wrapper-two"> 548 549 550 551 552 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen"> 553 554 555 <li class="p-menu__item__submenu__item menu__item" title="Why visit"> 556 <div class="p-menu__item__submenu__item__wrapper-one"> 557 558 <a href="visit" target="_self" class="p-menu__item__submenu__item__link ">Why visit</a> 559 560 561 </div> 562 563 </li> 564 565 <li class="p-menu__item__submenu__item menu__item" title="Plan your visit"> 566 <div class="p-menu__item__submenu__item__wrapper-one"> 567 568 <a href="visit/plan-your-visit" target="_self" class="p-menu__item__submenu__item__link ">Plan your visit</a> 569 570 571 </div> 572 573 </li> 574 575 <li class="p-menu__item__submenu__item menu__item" title="Little Black Book"> 576 <div class="p-menu__item__submenu__item__wrapper-one"> 577 578 <a href="visit/little-black-book" target="_self" class="p-menu__item__submenu__item__link ">Little Black Book</a> 579 580 581 </div> 582 583 </li> 584 585 </ul> 586 587 588 589 </div> 590 591 </li> 592 593 <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Exhibit"> 594 <div class="p-menu__item__wrapper-one"> 595 596 <a href="exhibit" target="_self" class="p-menu__item__link " aria-expanded="false">Exhibit</a> 597 598 599 <div class="p-menu__item__submenu-toggle"> 600 <button class="p-menu__item__submenu-toggle__button " aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" > 601 <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i>
602 <span class="u-screen-reader-only">Show submenu for: Exhibit</span> 603 </button> 604 </div> 605 606 </div> 607 608 <div class="p-menu__item__wrapper-two"> 609 610 611 612 613 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen"> 614 615 616 <li class="p-menu__item__submenu__item menu__item" title="Why exhibit"> 617 <div class="p-menu__item__submenu__item__wrapper-one"> 618 619 <a href="exhibit" target="_self" class="p-menu__item__submenu__item__link ">Why exhibit</a> 620 621 622 </div> 623 624 </li> 625 626 <li class="p-menu__item__submenu__item menu__item" title="International Exhibitors"> 627 <div class="p-menu__item__submenu__item__wrapper-one"> 628 629 <a href="exhibit/international-exhibitors" target="_self" class="p-menu__item__submenu__item__link ">International Exhibitors</a> 630 631 632 </div> 633 634 </li> 635 636 </ul> 637 638 639 640 </div> 641 642 </li> 643 644 <li class="p-menu__item has-submenu menu__item" x-data="{ isOpen: false }" title="Inside Retail"> 645 <div class="p-menu__item__wrapper-one"> 646 647 <a href="retail-news" target="_self" class="p-menu__item__link " aria-expanded="false">Inside Retail</a> 648 649 650 <div class="p-menu__item__submenu-toggle"> 651 <button class="p-menu__item__submenu-toggle__button " aria-expanded="false" :class="{ 'active': isOpen }" x-on:click="isOpen = !isOpen" > 652 <i class="p-menu__item__submenu-toggle__button__icon fa-light fa-chevron-down"></i> 653 <span class="u-screen-reader-only">Show submenu for: Inside Retail</span> 654 </button> 655 </div> 656 657 </div> 658 659 <div class="p-menu__item__wrapper-two"> 660 661 662 663 664 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1" :class="{ 'visible': isOpen }" :style="isOpen"> 665 666 667 <li class="p-menu__item__submenu__item menu__item" title="Parking Petition"> 668 <div class="p-menu__item__submenu__item__wrapper-one"> 669 670 <a href="inside-retail/parking-petition" target="_self" class="p-menu__item__submenu__item__link ">Parking Petition</a> 671 672 673 </div> 674 675 </li> 676 677 <li class="p-menu__item__submenu__item menu__item" title="Voices of Retail Report"> 678 <div class="p-menu__item__submenu__item__wrapper-one"> 679 680 <a href="voices-retail-report" target="_self" class="p-menu__item__submenu__item__link ">Voices of Retail Report</a> 681 682 683 </div> 684 685 </li> 686 687 <li class="p-menu__item__submenu__item menu__item" title="Newsletter"> 688 <div class="p-menu__item__submenu__item__wrapper-one"> 689 690 <a href="newsletter" target="_self" class="p-menu__item__submenu__item__link ">Newsletter</a> 691 692 693 </div> 694 695 </li> 696 697 <li class="p-menu__item__submenu__item menu__item" title="Articles"> 698 <div class="p-menu__item__submenu__item__wrapper-one"> 699 700 <a href="retail-news/retail-news-articles" target="_self" class="p-menu__item__submenu__item__link ">Articles</a> 701 702 703 </div> 704 705 </li> 706 707 </ul> 708 709 710 711 </div> 712 713 </li> 714 715 </ul> 716 717 718 719 <div class="p-menu--accordion__footer"> 720 721 <div class="header__cta__mobile"> 722 723 724 725 <div class="w-button-group w-button-group--direction-horizontal u-justify-left"> 726 <div class="w-button-button"> 727 <a class="p-button-solid-branding-two" href="https://www.springfair.com/visitor-registration?utm_source=&utm_medium=&utm_campaign="> <span class="w-button-with-icon__text">GET YOUR FREE TICKET</span> </a> 728 </div> 729 <div class="w-button-button"> 730 <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> 731 </div> 732</div> 733 </div> 734 735 736 <div class="header__top-link header__top-link--mobile"> 737 <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> 738 </div> 739 740 </div> 741 </div> 742 </nav> 743 744 745 746 747 748 749 750 751 <div class="header__logo u-opacity-animate" :class="{'img-has-filter': !scrolled,'': scrolled}"> 752 753 <a href="" > 754 755 <img src="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/SF27_Logo-black.png" alt="Spring Fair" height="50"> 756 757 </a> 758 759 </div> 760 761 762 763 764 <div class="header__search__mobile u-background-color-neutral-transparent">
765 <span class="js-search-trigger header__search--trigger"><i class="fa-light fa-magnifying-glass u-text-color-neutral-black"></i></span> 766 </div> 767 768 769 770 </div> 771 </div> 772 773 774 </template> 775 <template x-if="!headerMobile"> 776 777 778 779 780 781 782 783 784 785 786 787 788 789 790 791 <div class="header__desktop"> 792 793 794 795 796 797 798 799 800 <div class="header__logo u-opacity-animate"> 801 802 <a href="" > 803 804 <img src="https://cdn.asp.events/CLIENT_Ascentia_4E961A52_5056_B739_54289B84DF34E888/sites/SF2027/media/SF27_Logo-black.png" alt="Spring Fair" height="70"> 805 806 </a> 807 808 </div> 809 810 <div class="header__content"> 811 <div class="header__content__top panel--id-441489"> 812 813 <div class="header__search header__search--desktop u-background-color-neutral-transparent"> 814 <button class="header__search--trigger js-search-trigger" type="button" aria-label="Open Site Search"> 815 <i class="fa-light fa-magnifying-glass u-text-color-neutral-black" aria-hidden="true"></i> 816 </button> 817 </div> 818 819 820 <div class="header__top-link"> 821 <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> 822 </div> 823 824 825 <div class="header__cta"> 826 827 828 829 <div class="w-button-group w-button-group--direction-horizontal u-justify-left"> 830 <div class="w-button-button"> 831 <a class="p-button-solid-branding-two" href="https://www.springfair.com/visitor-registration?utm_source=&utm_medium=&utm_campaign="> <span class="w-button-with-icon__text">GET YOUR FREE TICKET</span> </a> 832 </div> 833 <div class="w-button-button"> 834 <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> 835 </div> 836</div> 837 </div> 838 839 </div> 840 <div class="header__content__bottom panel--id-441489"> 841 842 <nav class="header__navigation__desktop" aria-label="Main navigation desktop"> 843 <!--seed:05FA3CDB392FCF352DF3433F504A6C300BDED477--> 844 845 846 847 <ul class="p-menu--dropdown p-menu--dropdown--id-825EB is-loading" x-data="dropdownCustom({id: '825EB'})" menuid="825EB" x-on:mouseleave="handleMenuMouseLeave"> 848 849 850 <li class="p-menu__item has-submenu menu__item" title="Exhibitors & Products" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave"> 851 852 <a href="exhibitors" target="_self" class="p-menu__item__link " >Exhibitors & Products</a> 853 854 855 <button class="p-menu__item__submenu-toggle " aria-expanded="false" x-on:click="handleSubmenuToggle($event)"> 856 <i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i> 857 <span class="u-screen-reader-only">Show submenu for: Exhibitors & Products</span> 858 </button> 859 860 861 862 863 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1"> 864 865 866 <li class="p-menu__item__submenu__item menu__item" title="Exhibitor list" > 867 868 <a href="exhibitors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Exhibitor list</a> 869 870 871 </li> 872 873 <li class="p-menu__item__submenu__item menu__item" title="Product list" > 874 875 <a href="exhibitor-products" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Product list</a> 876 877 878 </li> 879 880 <li class="p-menu__item__submenu__item menu__item" title="Show sectors" > 881 882 <a href="show-sectors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Show sectors</a> 883 884 885 </li> 886 887 </ul> 888 889 890 891 892 893 </li> 894 895 <li class="p-menu__item has-submenu menu__item" title="What's On" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave"> 896 897 <a href="whats-on" target="_self" class="p-menu__item__link " >What's On</a> 898 899 900 <button class="p-menu__item__submenu-toggle " aria-expanded="false" x-on:click="handleSubmenuToggle($event)"> 901 <i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i> 902 <span class="u-screen-reader-only">Show submenu for: What's On</span> 903 </button> 904 905 906 907 908 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1"> 909 910 911 <li class="p-menu__item__submenu__item menu__item" title="What's on" > 912 913 <a href="whats-on" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">What's on</a> 914 915 916 </li> 917 918 <li class="p-menu__item__submenu__item menu__item" title="Highlights" > 919 920 <a href="whats-on/highlights" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Highlights</a> 921 922 923 </li> 924 925 <li class="p-menu__item__submenu__item menu__item" title="Product Pavilions" > 926 927 <a href="pavilions" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Product Pavilions</a> 928 929 930 </li> 931 932 <li class="p-menu__item__submenu__item menu__item" title="The Buyers Clubhouse" > 933 934 <a href="the-buyers-clubhouse" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">
934The Buyers Clubhouse</a> 935 936 937 </li> 938 939 </ul> 940 941 942 943 944 945 </li> 946 947 <li class="p-menu__item has-submenu menu__item" title="Visit" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave"> 948 949 <a href="visit" target="_self" class="p-menu__item__link " >Visit</a> 950 951 952 <button class="p-menu__item__submenu-toggle " aria-expanded="false" x-on:click="handleSubmenuToggle($event)"> 953 <i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i> 954 <span class="u-screen-reader-only">Show submenu for: Visit</span> 955 </button> 956 957 958 959 960 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1"> 961 962 963 <li class="p-menu__item__submenu__item menu__item" title="Why visit" > 964 965 <a href="visit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Why visit</a> 966 967 968 </li> 969 970 <li class="p-menu__item__submenu__item menu__item" title="Plan your visit" > 971 972 <a href="visit/plan-your-visit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Plan your visit</a> 973 974 975 </li> 976 977 <li class="p-menu__item__submenu__item menu__item" title="Little Black Book" > 978 979 <a href="visit/little-black-book" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Little Black Book</a> 980 981 982 </li> 983 984 </ul> 985 986 987 988 989 990 </li> 991 992 <li class="p-menu__item has-submenu menu__item" title="Exhibit" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave"> 993 994 <a href="exhibit" target="_self" class="p-menu__item__link " >Exhibit</a> 995 996 997 <button class="p-menu__item__submenu-toggle " aria-expanded="false" x-on:click="handleSubmenuToggle($event)"> 998 <i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i> 999 <span class="u-screen-reader-only">Show submenu for: Exhibit</span> 1000 </button> 1001 1002 1003 1004 1005 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1"> 1006 1007 1008 <li class="p-menu__item__submenu__item menu__item" title="Why exhibit" > 1009 1010 <a href="exhibit" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Why exhibit</a> 1011 1012 1013 </li> 1014 1015 <li class="p-menu__item__submenu__item menu__item" title="International Exhibitors" > 1016 1017 <a href="exhibit/international-exhibitors" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">International Exhibitors</a> 1018 1019 1020 </li> 1021 1022 </ul> 1023 1024 1025 1026 1027 1028 </li> 1029 1030 <li class="p-menu__item has-submenu menu__item" title="Inside Retail" x-on:mouseenter="handleMenuItemMouseEnter" x-on:mouseleave="handleMenuItemMouseLeave"> 1031 1032 <a href="retail-news" target="_self" class="p-menu__item__link " >Inside Retail</a> 1033 1034 1035 <button class="p-menu__item__submenu-toggle " aria-expanded="false" x-on:click="handleSubmenuToggle($event)"> 1036 <i class="p-menu__item__submenu-toggle__icon fa-light fa-chevron-down"></i> 1037 <span class="u-screen-reader-only">Show submenu for: Inside Retail</span> 1038 </button> 1039 1040 1041 1042 1043 <ul class="p-menu__item__submenu p-menu__item__submenu--level-1"> 1044 1045 1046 <li class="p-menu__item__submenu__item menu__item" title="Parking Petition" > 1047 1048 <a href="inside-retail/parking-petition" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Parking Petition</a> 1049 1050 1051 </li> 1052 1053 <li class="p-menu__item__submenu__item menu__item" title="Voices of Retail Report" > 1054 1055 <a href="voices-retail-report" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Voices of Retail Report</a> 1056 1057 1058 </li> 1059 1060 <li class="p-menu__item__submenu__item menu__item" title="Newsletter" > 1061 1062 <a href="newsletter" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Newsletter</a> 1063 1064 1065 </li> 1066 1067 <li class="p-menu__item__submenu__item menu__item" title="Articles" > 1068 1069 <a href="retail-news/retail-news-articles" target="_self" class="p-menu__item__submenu__item__link " tabindex="-1">Articles</a> 1070 1071 1072 </li> 1073 1074 </ul> 1075 1076 1077 1078 1079 1080 </li> 1081 1082 </ul> 1083 1084
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1393 1394 1395 1396 1397 1398 1399 1400 1401 1402<div class="m-libraries-news-entry m-libraries-news-entry--default-custom m-libraries-news-entry--id-471485"> 1403 <div class="m-libraries-news-entry__notification" id="rapportNotification"> 1404 1405 1406 </div> 1407 <div class="m-libraries-news-entry__main-aside js-library-list js-library-item js-library-entry-item has-toolbar" searchgroup="libraryentry-news" data-content-i-d=471485> 1408 <div class="m-libraries-news-entry__main"> 1409 <div class="m-libraries-news-entry__header"> 1410 <h1 class="m-libraries-news-entry__header-title"> 1411 Why Gen Z Is Travelling for Viral Independent Shops 1412 </h1> 1413 1414 <span class="m-libraries-news-entry__item__date"> 1415 23 Sept 2026 1416 </span> 1417 1418 1419 <div class="m-libraries-news-entry__share"> 1420 <a href="javascript:void(0)" class="m-libraries-news-entry__share-link" x-data x-on:click="$store.share.setData('news/gen-z-travelling-viral-independent-shops-', 'Why Gen Z Is Travelling for Viral Independent Shops '); $store.share.showShare();"> 1421 <div class="m-libraries-news-entry__share-icon-wrapper"> 1422 <i class="fa-light fa-share-nodes" style="color: var(--color-four); font-size: 1.25rem;"></i> 1423 </div> 1424 <span class="m-libraries-news-entry__share-text"> 1425 Share article 1426 </span> 1427 </a> 1428 </div> 1429 1430 </div> 1431 1432 <figure class="m-libraries-news-entry__item__featured-image" > 1433 <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 " /> 1434 1435 </figure> 1436 1437 <div class="m-libraries-news-entry__item__body"> 1438 1439 1440 <div class="m-libraries-news-entry__item__body__description"> 1441 1442 1443 1444 <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. </p> 1445<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. </p> 1446<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? </h2> 1447<p> 1448 <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@placesfrankiegoes/video/7508002821346790678" data-video-id="7508002821346790678" style="max-width: 605px;min-width: 325px;"> 1449 <section> 1450 <a target="_blank" title="@placesfrankiegoes" href="https://www.tiktok.com/@placesfrankiegoes?refer=embed">@placesfrankiegoes</a> I canât tell you the amount of times this place has saved me when Iâve needed a cute, unique last minute gift. Also shopping local is cool!!!!! ðï¸@Heliotique 1451 <a title="giftshop" target="_blank" href="https://www.tiktok.com/tag/giftshop?refer=embed">#giftshop</a> 1452 <a title="london" target="_blank" href="https://www.tiktok.com/tag/london?refer=embed">#london</a> 1453 <a title="nwlondon" target="_blank" href="https://www.tiktok.com/tag/nwlondon?refer=embed">#nwlondon</a> 1454 <a title="willesdengreen" target="_blank" href="https://www.tiktok.com/tag/willesdengreen?refer=embed">#willesdengreen</a> 1455 <a title="supportlocalbusiness" target="_blank" href="https://www.tiktok.com/tag/supportlocalbusiness?refer=embed">#supportlocalbusiness</a> 1456 <a title="independentbusiness" target="_blank" href="https://www.tiktok.com/tag/independentbusiness?refer=embed">#independentbusiness</a> 1457 <a title="londonshopping" target="_blank" href="https://www.tiktok.com/tag/londonshopping?refer=embed">#londonshopping</a> 1458 <a target="_blank" title="⬠Espresso - Instrumental - Penelope Speed" href="https://www.tiktok.com/music/Espresso-Instrumental-7409117988890904577?refer=embed">⬠Espresso - Instrumental - Penelope Speed</a> 1459 </section> 1460 </blockquote>
1460<script async="" src="https://www.tiktok.com/embed.js"></script>
1460<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, café or product on TikTok or Instagram, then making a special trip to experience it in person. </p> 1461<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. </p> 1462<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? </h2> 1463<p> 1464 <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@olinochkalina/video/7568932402161110279" data-video-id="7568932402161110279" style="max-width: 605px;min-width: 325px;"> 1465 <section> 1466 <a target="_blank" title="@olinochkalina" href="https://www.tiktok.com/@olinochkalina?refer=embed">@olinochkalina</a> literally obsessed ððððthe cutest shop with that perfect vintage touch ðAfter Noah, N1 1QP @afternoahhome 1467 <a title="londongems" target="_blank" href="https://www.tiktok.com/tag/londongems?refer=embed">#londongems</a> 1468 <a title="londonfinds" target="_blank" href="https://www.tiktok.com/tag/londonfinds?refer=embed">#londonfinds</a> 1469 <a title="londonshopping" target="_blank" href="https://www.tiktok.com/tag/londonshopping?refer=embed">#londonshopping</a> 1470 <a title="londonchristmas" target="_blank" href="https://www.tiktok.com/tag/londonchristmas?refer=embed">#londonchristmas</a> 1471 <a title="london" target="_blank" href="https://www.tiktok.com/tag/london?refer=embed">#london</a> 1472 <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> 1473 </section> 1474 </blockquote>
1474<script async="" src="https://www.tiktok.com/embed.js"></script>
1474<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&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjM_sytu4SXAxUNV0EAHR2SMS4QFnoECBkQAQ&url=https%3A%2F%2Fwww.retaileconomics.co.uk%2F&usg=AOvVaw0pLc4Z5V3MQ-b7kupdw5sL&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. </p> 1475<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. </p> 1476<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? </h2> 1477<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. </p> 1478<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. </p> 1479<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? </h2> 1480<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. </p> 1481<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. </p> 1482<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>. </p> 1483<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. </p> 1484<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? </h2> 1485<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: </p> 1486<ul> 1487 <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. </li> 1488 <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. </li> 1489 <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. </li> 1490 <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. </li> 1491</ul> 1492<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? </h2> 1493<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
1493ot 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. </p> 1494<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. </p> 1495<hr /> 1496<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=&utm_medium=&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. </i></p> 1497<p paraeid="{6befb2d3-fdc5-498a-a074-024853f17aec}{14}" paraid="738692707"> </p> 1498 </div> 1499 1500 1501 1502 1503 1504 </div> 1505 1506 </div> 1507 <div class="m-libraries-news-entry__aside"> 1508 1509 <div class="m-libraries-news-entry__author"> 1510 1511 1512 <div class="m-libraries-news-entry__author-name"> 1513 Esra Crockford 1514 </div> 1515 1516 1517 1518 </div> 1519 1520 1521 1522 <div class="m-libraries-news-entry__aside-panel"> 1523 <h2 class="m-libraries-news-entry__aside-panel-title"> 1524 Featured Articles 1525 </h2> 1526 <div class="m-libraries-news-entry__aside-panel-body"> 1527 <div class="js-library-list-outer" searchgroup="00000001-news">
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2006<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. </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. </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? </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@ > @chev@section> @chev@a target=@quot@_blank@quot@ title=@quot@@placesfrankiegoes@quot@ href=@quot@https://www.tiktok.com/@placesfrankiegoes?refer=embed@quot@>@placesfrankiegoes@chev@/a> I canât tell you the amount of times this place has saved me when Iâve needed a cute, unique last minute gift. Also shopping local is cool!!!!! \ud83d\udecdï¸@Heliotique @chev@a title=@quot@giftshop@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/giftshop?refer=embed@quot@>#giftshop@chev@/a> @chev@a title=@quot@london@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/london?refer=embed@quot@>#london@chev@/a> @chev@a title=@quot@nwlondon@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/nwlondon?refer=embed@quot@>#nwlondon@chev@/a> @chev@a title=@quot@willesdengreen@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/willesdengreen?refer=embed@quot@>#willesdengreen@chev@/a> @chev@a title=@quot@supportlocalbusiness@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/supportlocalbusiness?refer=embed@quot@>#supportlocalbusiness@chev@/a> @chev@a title=@quot@independentbusiness@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/independentbusiness?refer=embed@quot@>#independentbusiness@chev@/a> @chev@a title=@quot@londonshopping@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonshopping?refer=embed@quot@>#londonshopping@chev@/a> @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@>⬠Espresso - Instrumental - Penelope Speed@chev@/a> @chev@/section> @chev@/blockquote> @chev@script async src=@quot@https://www.tiktok.com/embed.js@quot@>@chev@/script>\" 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, café or product on TikTok or Instagram, then making a special trip to experience it in person. </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. </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\">
2006How much is social media driving high street footfall? </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@ > @chev@section> @chev@a target=@quot@_blank@quot@ title=@quot@@olinochkalina@quot@ href=@quot@https://www.tiktok.com/@olinochkalina?refer=embed@quot@>@olinochkalina@chev@/a> 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@>#londongems@chev@/a> @chev@a title=@quot@londonfinds@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonfinds?refer=embed@quot@>#londonfinds@chev@/a> @chev@a title=@quot@londonshopping@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonshopping?refer=embed@quot@>#londonshopping@chev@/a> @chev@a title=@quot@londonchristmas@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/londonchristmas?refer=embed@quot@>#londonchristmas@chev@/a> @chev@a title=@quot@london@quot@ target=@quot@_blank@quot@ href=@quot@https://www.tiktok.com/tag/london?refer=embed@quot@>#london@chev@/a> @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@>⬠original sound - Evening Jazz Radio@chev@/a> @chev@/section> @chev@/blockquote> @chev@script async src=@quot@https://www.tiktok.com/embed.js@quot@>@chev@/script>\" 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
2006/newsroom/\" rel=\"noreferrer noopener\" target=\"_blank\">Amex</a> and <a href=\"https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjM_sytu4SXAxUNV0EAHR2SMS4QFnoECBkQAQ&url=https%3A%2F%2Fwww.retaileconomics.co.uk%2F&usg=AOvVaw0pLc4Z5V3MQ-b7kupdw5sL&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. </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. </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? </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. </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. </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? </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. </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. </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>. </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. </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\">
2006How can independent retailers turn social buzz into repeat custom? </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: </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. </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. </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. </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. </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? </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. </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. </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=&utm_medium=&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. </i></p>\n\n<p paraeid=\"{6befb2d3-fdc5-498a-a074-024853f17aec}{14}\" paraid=\"738692707\"> </p>\n"}</script>
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