Previously we highlighted how Baby Boomers shop to help retailers understand their motivations and buying preferences.  Today, we continue our Generational Insights research with a spotlight on Gen Z.  To decode their shopping behavior, we surveyed over 1,000 Gen Z individuals (aged 18-29) in the United States. Through our research, we have highlighted several essential aspects of Gen Z's shopping habits and decision-making processes.

Check out the top-level findings below, and be sure to dive into our full report, “Gen Z Shopper Insights: Understanding Generational Sentiment.”

The state of the consumer of Gen Z Shoppers

As the purchasing power of Generation Z (Gen Z) continues to rise, it becomes increasingly vital for retailers to understand the nuances of this generation's shopping behavior. These insights help retailers refine their marketing strategies, effectively connect with a growing consumer base, boost sales, and solidify their position in the evolving landscape.

Generation of Information Gatherers

Gen Z is known for its thorough approach to decision-making. Before making a purchase, they diligently consult multiple sources, contemplating not only the product itself but also the brand and retailer. Their journey spans various channels, with social media platforms playing a prominent role.

When it comes to making purchasing decisions, Gen Z is anything but impulsive. They conduct extensive research to ascertain product details and secure the best available prices.

The Sway of Social Media

Social media wields significant influence over Gen Z's purchasing decisions. An overwhelming 84% of Gen Z has made multiple purchases based on social media ads or content, and this trend shows no signs of abating. Specific platforms have a tangible impact, most notably: YouTube, Instagram and TikTok.

What retailers can do

It’s clear that Gen Z shops differently than other generations. Retailers have an opportunity to adjust to these changes and win loyalty for the long term.

Some key strategies include harnessing the power of social media, providing detailed product information, including reviews, imagery, videos, and descriptions, and offering competitive pricing while being open to providing alternatives when possible.

Retailers that prioritize high-quality, complete and immersive product imagery will secure the loyalty of the next generation of shoppers, leading to steady long-term revenue.