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Prestige fragrance sales soar as Gen Zers embrace scent wardrobes: That trend helped Spanish beauty company Puig deliver double-digit growth in its perfume division in Q3.

Gen Z consumers of beauty and skincare products are most attracted to brands for their pricing (48%), samples (46%), and sustainability (44%), according to Bolt. Pricing is a bigger influence for older consumers, cited by 61% of those ages 18 and older.

But shoppers are also seeking loyalty savings in other categories. In France, department stores have the biggest share of loyalty memberships, per Capterra. Apparel and beauty and personal care stores also have significant loyalty membership across the former EU-5. Financial benefits are the priority鈥攂ut Gen Zers also want experiential rewards.

Creators have the ability to drive Gen Z down the marketing funnel. Over 80% (82.0%) of Gen Z shoppers have bought something because of creator or influencer content, according to a March 2024 蘑菇AV survey. Using owned employee influencers to create content on the brand鈥檚 behalf is a more efficient way to drive Gen Z to love and care about your brand, Brand Networks has found.

2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

Many young consumers view their favorite creators as one of their 鈥渇riends鈥� and therefore tend to follow their advice: Almost half of Gen Zers (48%) and 44% of millennials trust products recommended by influencers, per YouGov. Our take: Relying on word-of-mouth marketing also creates risks for credit card providers鈥攖hey can鈥檛 control the message being spread.

Mall traffic jumped in November as 蝉丑辞辫辫别谤蝉鈥� search for deals brought them back to stores: Efforts to turn shopping centers into lifestyle destinations are also resonating, but long-term challenges remain.

TikTok offers users Shop credits in last-ditch attempt to boost sales, downloads before US ban: The platform is dangling hundreds of dollars in incentives to increase engagement.

Adult Gen Zers. Ninety-one percent of consumers between ages 18 and 26 use digital wallets as their primary payment method for shopping, per 2023 data from Capital One. And 10.3% of Gen Zers said they rarely or never carry a physical wallet, according to a February 2024 PYMNTS Intelligence survey. Cashless consumers.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

That share is likely to keep falling given that Gen Z consumers drink less than older generations. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

While in-store is the No. 1 way Gen Z discovers clothing, 39.0% of US Gen Z clothing buyers have used social media to discover new apparel brands or products over the last six months, according to our September 2023 survey.

As the technology becomes more embedded across ecommerce sites and apps, consumers are becoming more comfortable with using AI while they shop, especially for practical purposes like price comparison and finding product info. 5. Consumers are buying less but spending the same.

The brand, which has recorded 23 straight quarters of net sales growth, is 鈥渢he No.1 brand amongst Gen Z by a pretty wide margin,鈥� CEO Tarang Amin told CNBC, in addition to being 鈥渢he most purchased brand amongst Gen Alpha and millennials.鈥�

However, the way shoppers interact with stores has shifted over the past few years, forcing retailers to experiment with new formats. Listen to the full episode to hear 蘑菇AV analysts Carina Perkins and Zak Stambor explore the reasons that retailers are launching new store formats, what those layouts look like in the US vs. the UK, which formats are working, and which aren鈥檛.

Strong Gen Z adoption will propel growth. The number of Gen Z mobile proximity payment users will rise from 32.8 million in 2024 to 50.0 million in 2028鈥攔epresenting 37.7% of overall users. Click here to view our full forecast for US proximity mobile payment user penetration by generation. Digital wallets relying on ecommerce are keen to make in-store inroads.

The social media platform has fostered ties between financial institutions and Gen Zers.