Gen Z set to transform Britain’s high streets into ‘tech-powered social hubs’ by 2050

Gen Z is gearing to transform Britain’s high streets by 2050 – driving a shift from traditional shopping destinations to tech-driven social hubs, with 76% saying they want to use AI and tech to make shopping more ‘immersive’.

That’s according to new Retail 2050 research from American Express and futures consultancy Trajectory, which has revealed that 79% of Gen Z want high streets that blend retail, dining and leisure, while 65% say every trip to the high street should deliver something they can’t get online.

As Gen Z’s spending powers grows, their expectations are reshaping retail - demanding more experiential formats, personalisation and “seamless technology in-store”.

Other research findings include:

• 59% of Gen Z treat shopping as a full “day out” - building meals, leisure and culture into every trip. By contrast, 30% of Baby Boomers share this view, highlighting “a generational shift set to redefine Britain’s high streets”.
• 60% of Gen Z say they are more likely to visit shops that offer tech-led experiences - from digital try-ons using augmented reality, which lets shoppers see how clothes or accessories would look on them, to AI-generated personalised styling suggestions.
• 83% would welcome ‘hyper-personalised’ rewards and recommendations powered by AI, based on past purchases.
• In the future, 65% expect their purchases to be delivered by drone, while a similar proportion (67%) anticipate travelling to shops in driverless cars.
• 82% want regular rotations of pop-ups and new venues that keep high streets vibrant.
• 64% want spaces that feature cultural activities, galleries or theatres.
• Additionally, frictionless retail is also a priority for Gen Z shoppers, with mobile and self-checkout, speedy kerbside pick-ups and in-store digital guides ranked as important.

Dan Edelman, UK General Manager, Merchant Services at American Express, said: “Our research shows Gen Z have the potential to reshape British high streets into vibrant social hubs, where retail, hospitality and entertainment will combine, even more so than today.

“For businesses, that will mean offering differentiated experiences, embracing new formats and leveraging technology to deliver convenience and personalised service at every step.

“This has significant implications for all in the retail ecosystem when it comes to capturing consumer spend and driving loyalty.”

Paul Flatters, CEO at Trajectory, added: “We’re on the cusp of the high street being reborn as a living stage for everyday life. Picture streets where shopping flows seamlessly into co-working studios, rooftop gardens, tasting kitchens and wellness hubs.

“Think neighbourhoods that feel more like year round festivals than retail strips - alive with weekly markets, cultural pop-ups and experiences you simply can’t get online.

“By 2050, the high street will be less about transactions and more about discovery, connection and belonging.”

The research was carried out on behalf of American Express and Trajectory by Potentia, from June-July 2025, to explore current preferences and future behaviour.

There were two surveys, the first of which was conducted in June and had a nationally representative sample size of 2,000; the second survey was conducted in July and had 1,500 respondents.