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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.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

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.

Google Shopping gets an AI upgrade: The redesigned platform features a personalized feed of products, reviews, and video shorts, along with a Deals page tailored to consumers鈥� preferences.

Marketing to Gen Z requires a different approach than marketing to millennials. Abercrombie & Fitch learned this the hard way as its millennial playbook became outdated for younger shoppers, earning it the title of 鈥渕ost hated retail brand鈥� in the US in 2016 by the American Customer Satisfaction Index.

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.

Gen Zers and millennials are more likely than older generations to do their holiday shopping in-person at the mall, whereas Gen Xers and baby boomers are more likely to shop online via retailer websites, per The Harris Poll.

At the same time, it helps that both companies have multiple pricing tiers, enabling them to appeal to shoppers across income levels and capture spending from aspirational as well as affluent customers.

It also has high expectations for its recently launched Revolve Holiday Shop. The shop鈥檚 curated gift guides are anchored around thematic personas like 鈥淭he Cool Girl,鈥� 鈥淭he Beauty Obsessed,鈥� and 鈥淭he Host with the Most.鈥�.

Social commerce has a trust problem: TikTok and other platforms are trying to become shopping hubs, but consumer sentiment remains low.

It chose the schools based on its ecommerce sales and social media followings and set up shop around major games or during parents鈥� weekends to drive mothers and daughters to shop the sales together, per Modern Retail.

Nearly half (45.5%) of its audience is the coveted Gen Z demographic, ages 12 to 24. In many ways, TikTok has become the center of the internet for this generation. It鈥檚 where they go to be entertained, keep up with news, search for products, and make purchases.

Especially among digital natives like Gen Zers, the amount of time they spend online makes them crave real-world interactions even more, noted Harms of Archrival.

Gen Z is propping up gift card sales. US shoppers planned to set aside 43% of their shopping budgets for gift cards during the 2023 holiday season鈥攁 6-percentage-point increase from 2022, per Blackhawk Network. Gen Z is expected to increase its share of gift card spending by a whopping 12%. What鈥檚 next? Rampant prepaid and gift card fraud could crimp use.

With creator-driven affiliate revenues growing on networks like Amazon Associates, Awin, ShareASale, and Rakuten, brands have an opportunity to capture the attention of Gen Z and millennials who frequently use social media for purchasing decisions. Yet, as the affiliate space becomes crowded, individual creators face the challenge of earning a steady income.