Britain’s high streets could look radically different in 25 years, shaped by the spending power and expectations of Gen Z consumers.

According to new Retail 2050 research from American Express, conducted in partnership with futures consultancy Trajectory, this generation (today aged up to 28) could “transform traditional retail areas into vibrant social destinations powered by immersive technology and AI innovation”.

The findings also underline a fundamental shift in retail strategy: by 2050, success on the high street will depend not just on what businesses sell, but on “how they make consumers feel, blending technology, experience and community into every visit”, said the report.

For Gen Z, the high street visit is about far more than shopping, says the study. Two-thirds (65%) say each trip should deliver something they can’t get online, while nearly four in five (79%) want future retail destinations to blend shopping with dining, drinking and leisure.

Three-fifths (59%) see shopping as a full “day out”, incorporating meals, culture and relaxation, compared with only 30% of Baby Boomers (those born between 1946 and 1964).

AI and technology are central to this generational vision. Three-quarters (76%) of Gen Z believe retailers should use AI to create more immersive in-store experiences, while 60% say they would be more likely to visit shops offering digital try-ons or AI-generated styling advice.

Hyper-personalisation is also a strong expectation and 83% would welcome rewards and recommendations tailored through AI based on past purchases.

Gen Z shoppers also prioritise frictionless retail. Mobile and self-checkout, rapid kerbside pick-up, and digital in-store guides are seen as key conveniences.

Two-thirds (65%) expect purchases to be delivered by drone, and 67% predict they will travel to shops in driverless cars.

“Gen Z have the potential to reshape British high streets into vibrant social hubs, where retail, hospitality and entertainment combine,” said Dan Edelman, UK general manager, merchant services at American Express.

“For businesses, that means offering differentiated experiences, embracing new formats, and leveraging technology to deliver convenience and personalisation at every step.”

Over eight in ten (82%) want a steady rotation of pop-ups and new venues to keep high streets fresh, while almost two-thirds (64%) want cultural spaces such as galleries and theatres integrated into retail environments.

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

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

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