As the Great British high street undergoes transformation, a new generation of discerning young shoppers is rejuvenating traditional retail stores. Recent research from Lightspeed Commerce Inc., a comprehensive commerce platform enabling merchants to deliver exceptional omnichannel experiences, indicates that the resurgence of in-person shopping will persist into 2025. This trend is largely driven by social media, particularly among the ‘Social First Shoppers’—individuals who discover trends online and then visit physical stores to make purchases.
The findings reveal that nearly 80% of Brits (79%) currently engage in shopping at physical stores, with 40% intending to increase their high-street shopping over the next year. This optimism provides a promising outlook for the retail sector as businesses strive to attract and retain customers.
Key Shopper Trends Impacting British High Streets in 2025
Gen Z: A Driving Force for High Street Revival
Gen Z stands out as the most hopeful demographic, with almost a quarter (24%) reporting increased spending compared to the previous year. Additionally, 28% attribute their heightened impulsivity in purchases to social media influences. The viral hashtag #TikTokMadeMeBuyIt is particularly significant, with 59% of Gen Z identifying TikTok as the platform most influential in their social purchases, followed by Instagram (53%) and Facebook (24%). Notably, 31% of Gen Z respondents indicated they are likely to visit high street shops after seeing products on social media.
AI-Enhanced Shopping Experiences
There is a growing enthusiasm for AI-driven shopping solutions among British consumers. The research highlights that 35% of participants identify as ‘Personal Shoppers,’ actively seeking curated, brand-oriented experiences. Furthermore, 32% expressed comfort with the integration of AI into their shopping journeys. Looking ahead to 2025, personalised discounts powered by AI are a major draw, with 39% of shoppers specifically seeking tailored promotions. Additional in-store innovations, such as self-checkouts (41%) and virtual fitting rooms (26%), are also appealing to tech-savvy customers.
Increasing Popularity of Preloved Items
The market for second-hand goods is on the rise, particularly among those under 45, driven primarily by cost savings (61%) and environmental considerations (35%). With the resurgence of recurring fashion trends and a growing backlash against fast fashion, nearly a quarter (24%) of shoppers now opt for second-hand or refurbished items—a trend expected to continue into 2025.
The Emergence of the ‘Deals Shopper’
A significant 70% of consumers identify as ‘Deals Shoppers,’ actively seeking discounts, promotions, and special offers. This includes taking advantage of 2-for-1 deals (51%), switching retailers for better pricing (39%), and waiting for sales (24%) before shopping on the high street.
Liam Crooks, Managing Director for EMEA at Lightspeed, comments, “It’s encouraging for retail businesses to learn that consumers are eager to shop in-store next year. It’s even more exciting to recognise that retailers can improve conversion rates by understanding what enhances the shopper experience. By leveraging user-friendly AI technology, offering personalised deals, and recognising the motivations behind ethical purchases, UK retail can flourish once again in 2025.”