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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.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

Gen Zers make up about 20% of the US population, and they鈥檙e growing up. The digitally native generation has unique shopping habits after going through the pandemic during their formative years. From TikTok to the creator economy to payments trends, here鈥檚 how our analysts predict Gen Z will change shopping.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how Gen Zers discover products; where they stand on buy now, pay later; and how loyal they really are to brands. Then, for "Pop-Up Rankings," we rank three campaigns that really worked with Gen Z. Join our analyst Sara Lebow as she hosts analyst Arielle Feger and editor Catherine Ollinger.

Gen Z鈥檚 attention is split across social media for shopping and search: The cohort鈥檚 use of multiple social networks spells opportunity for platforms and advertisers.

Don鈥檛 let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And 鈥淭ikTok-famous鈥� is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

But there鈥檚 even more to the strategy that could help banks build relationships with millennials, Gen Zers, and Gen Alphans, per Marketing-Interactive. The strategy: The savings pots are designed as digital pets鈥攕tarting as an egg, and growing into a mature character once the customer reaches their savings goal.

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here鈥檚 the data you need to ensure your marketing campaigns are reaching these cohorts.

Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators鈥� beauty and personal care recommendations.

Gen Z teens cut spending in response to inflation: Shoppers in this cohort are shopping more often at off-price and ecommerce retailers to save money, although the beauty category is as resilient as ever.

Gen Z, millennial shoppers love self-checkout: But everyone else is divided due to concerns over ease of use and theft.

Gen Z embraces messaging, search, and shopping: Social media trend reports shed light on 2024 priorities.

More Gen Zers said card-linked plans are better for shopping than fintech offerings.

Consumers (particularly Gen Zers) increasingly turn to social media to begin their shopping searches because of its highly visual, creator-driven content. To capitalize on this behavior, social platforms are building out search ad capabilities. But it鈥檚 still early days, so don鈥檛 dump Amazon or Google just yet.

The survey aimed to gauge the shopping behavior of social media users across leading platforms and uncover their responses to shopping-related, sponsored, and creator/influencer content. Survey respondents were monthly social media users who either made online purchases via social media platforms or had been inspired by or discovered products on these platforms.

Washington will have an outsized influence on what consumers eat this year: A new surgeon general鈥檚 warning, growing trade wars, and a crackdown on processed food could shift consumption patterns.

Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.