Generation Z is often classified as the generation being born between 1997 and 2012. Members of this generation have been raised with a more digital connection to society. It is also considered the most diverse generation ever. What that means for the consumer industry is that shopping habits are changing. Gen Z is interested in value, options, and availability when shopping.
While statistics and behavioral research is still being conducted on Gen Z, we do know a few things about them so far. Lets take a look at 10 interesting Gen Z shopping habits that will shape the marketing strategies of brands in the coming future:
Selection and Prioritization
With Gen Z, there is a strong preference for a variety of different choices in their shopping experience. Not only that, Gen Z’s shopping habits also include purchasing lower-priced items in categories that aren’t as important so that they can prioritize their spending in other avenues. Gen Z likes to have a wide selection while prioritizing what they are willing to spend big bucks on.
Luxury Is Important to Them
When looking at the shopping habits of Gen Z, an interesting shopping behavior you will find is that luxury items are something they are willing to spend their checks on. While Gen Z still loves a good bargain, obtaining luxury items is more important to them compared to other generations. Technology in particular is something they are willing to spend a lot of money on. If the technology meets their desires and needs, this is a generation that is willing to hand over large sums of money for it.
Brand Awareness and Trust Is Vital
Gen Z spends more than four hours a day on their devices and because of social media, it has been made easy for them to follow their favorite brands. Over seventy percent of Gen Zers are more likely to buy from a brand or influencer they follow on social media. Quite the statistic.
In addition to brand awareness, trust is a big issue. If Gen Z does not trust a brand, they will not buy from it point blank period.
Environmentally Friendly
The planet and its well-being are important to Gen Z. Everything from clothing to hair care is becoming cleaner and environmentally conscious to appeal to this generation. A great example of an industry that is changing to appeal to Gen Z is the footwear industry. Several brands are now making shoes with recycled plastic, algae, and other natural products to reduce waste.
They Alternate Where to Shop
Unlike millennials who do most of their shopping online and the older generation that prefers to go in-stores, Gen Z’s location shopping habits are a hybrid of its two neighbor generations. This is a generation that likes shopping online and in-person. Statistically speaking, Gen Z will still go to physical stores at least forty percent of the time to make a purchase. Gen Z is also big on buying products through mobile apps.
Fans of Thrift Stores
Often called the most financially responsible generation, the shopping habits of Gen Z stand out for knowing how far you can stretch your money. Thrift stores, couponing, and bargain stores are all coming back into play as Gen Z tries to live comfortably within their means in these trying times of rising prices and inflation.
Great Customer Service Is a Must
Customer service is a big thing for Gen Z. Lately, companies and brands have been offering additional services to appeal to Gen Z consumers. Examples include companies providing free shipping, shipping to store, repair services, and unlimited returns on unworn items. Some fashion brands are even offering rewards for birthdays that allow individuals to get clothing, shoes, perfume, or jewelry for free.
Obsessed With Fashion
Generation Z is fascinated with clothes. Like millennials, they are on their devices for a significant amount of time, and because of that, they share what they do and what they wear on social media. As a result of this, Gen Z is focused more on fashion compared to previous generations. Since the entire generation is fashion friendly, everybody that is a part of Gen Z is trying to look different so smaller boutique stores are getting more attention.
More Likely to Boycott
Gen Z is different than other generations in that they are more likely to boycott companies. Many businesses have their way of showcasing their political or social views and Gen Z is taking notice. Gen Z is more likely to boycott a brand (40%) according to market research company IPSOS. According to this same study, only 16% of millennials are willing to boycott a company that doesn’t align with their values.
Big on Family and Friend Recommendations
Family members and friends are the most trusted sources of product recommendations for Gen Z. More than sixty-five percent of Gen Zers will trust a family member over anyone else when it comes to finding the products they want to own or try.
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