According to new findings from American Express, the high streets of 2050 could be unrecognisable from today’s, as Gen Z’s evolving preferences push British retail towards immersive experiences, seamless technology, and social connectivity.
The research, produced in partnership with futures consultancy Trajectory, highlights how the economic and cultural influence of Gen Z, those currently aged up to 28, is expected to reshape the retail landscape significantly. With a strong focus on experience and technology, the generation raised online is now demanding more from physical retail spaces.
Two-thirds (65%) of Gen Z respondents stated that every visit to the high street should deliver something they can’t find online. In addition, four in five (79%) believe that future retail destinations must offer more than just shops, calling for increased integration of leisure, dining, and cultural activities. Compared to Baby Boomers, of whom just 30% view shopping as a social experience, the data points to a marked generational shift.
Paul Flatters, CEO at Trajectory, commented:
“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 study found strong enthusiasm for AI and digital tools in the shopping experience. Three-quarters (76%) of Gen Z believe retailers should harness AI to make stores more immersive. Tech-led experiences such as AR try-ons and AI-powered styling suggestions are seen as strong incentives, with 60% saying they would be more likely to visit shops offering these features.
More than eight in ten (83%) would welcome hyper-personalised recommendations and rewards tailored to their purchasing history. Frictionless retail is also high on their list of expectations, including mobile self-checkout, kerbside pick-up, and in-store digital navigation. Looking further ahead, 65% anticipate receiving purchases by drone, and 67% expect to travel to shops in driverless vehicles.
Experiential retail is not an added benefit but a baseline expectation, according to the report. Over eight in ten (82%) Gen Z shoppers want high streets to feature regularly rotating pop-up venues. Nearly two-thirds (64%) also seek spaces that integrate culture, such as galleries and performance areas, into retail environments.
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.”
The insights suggest that, by 2050, high streets could evolve into destinations defined by entertainment, innovation and community, with retail woven into broader lifestyle experiences. Gen Z’s growing influence may be the catalyst for a dramatic reimagining of the British high street, demanding environments that offer more than just products, places designed for connection, discovery, and digitally enhanced convenience.
