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鈥淕en Zers are more likely to make purchases on social media than older generations,鈥� said Enberg, noting that the generation is still forming their shopping habits and retailer loyalties. TikTok Shop, in particular, has the potential to be a big hit among Gen Z consumers.

鈥淕en Z is paying attention to experience [like these in-person events],鈥� said Pinterest director of global brand experiences Judy Lee. Gen Z is both the fastest-growing and most engaged audience on Pinterest, creating boards, interacting, and shopping, according to Celie O鈥橬eil-Hart, global head of content and writing at Pinterest.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

In contrast, average spend on ecommerce per digital buyer has grown 47.3% over the same period. To view the full forecast, click here. Click and collect is particularly appealing to millennials. UK millennials and older Gen Zers are the most likely to say they prefer shopping via click and collect.

When vintage ecommerce retailer The Sil teamed up with Edwards-Lowell Furs to host an online auction of pre-owned coats, the first batch of furs sold out 鈥渋n a matter of minutes,鈥� The Sil founder and CEO Natalie Bloomingdale told CNN.

Gen Alpha鈥檚 obsession with skincare is driving beauty sales: Younger shoppers are gravitating toward premium brands and spending more time browsing the aisles at Sephora.

Gen Zers in the US want their brands to support mental health more than any other cause, cited by 53% of those surveyed by ICSC and Big Village. Tied for second place are environmental causes, including climate change and sustainability, and racial and gender equity (47% each).

Go further: Read our report, 鈥淕en Z Consumer Payment Habits.鈥�.

This might include banking services that reach underbanked populations, buy now, pay later (BNPL) support for Gen Zers, or value-added security features that win over nervous holdouts. Read the full report.

Gen Z leads among those who watch without any translation at all. Nearly 20% of viewers ages 18 to 24 said they preferred to watch foreign-language content in the original language, without subtitles. That figure decreased as age increased for the most part, indicative of younger generations being more bilingual, or multilingual, than older ones. Free ad-supported video content overtakes TV.

Global luxury spending by Gen Z and Gen Alpha is expected to grow at three times the rate of other generations through 2030, according to Bain and Altagamma. And these cohorts will have an even greater impact in the Middle East because the region skews younger than the global average. There鈥檚 a strong appetite for cutting-edge innovation.

The majority of US Gen Zers are now adults, according to the US Census Bureau. The cohort is more diverse than any other generation and has a distinct identity shaped by its digital dependency during the pandemic. Gen Z has emerged with a distinct 鈥渕e mentality,鈥� prioritizing mental health and individuality after a childhood behind screens.

The driving force behind this growth is Gen Z, a mobile-first demographic that hasn鈥檛 yet developed fixed habits around online shopping. In a June survey, the No. 1 reason Gen Z consumers made their most recent social media purchase was because they found a product they liked. TikTok鈥檚 discovery-first approach meshes with how Gen Z approaches commerce, said Canaves.

Gen Z is slightly less concerned than any other generation about buying from brands that reflect their social values, according to December 2022 data from Morning Consult.

Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Meanwhile, Gen Z Embraces Sobriety

The lesson: Gen Z consumers, in particular, are increasingly adopting mobile P2P payment services, totaling 35.2 million users in 2024, per our forecast. As Gen Zers鈥� purchasing power grows, so will their use of P2P payment services, and brands that don鈥檛 offer it will get left behind. 4. Shein.

Major warehouse operators are enhancing their shopping experience and reinforcing their value focus to attract new members鈥攅specially Gen Z. Sam鈥檚 Club introduced technology to speed up checkout and ease store exits. Its membership income rose more than 12% in its fiscal Q4, according to Walmart鈥檚 February 20 earnings call. Costco is getting a lift from international expansion and ecommerce.

As expected, Gen Z and millennials are the biggest adopters of social commerce, with about half of each generation making purchases on social. When asked what drove them to make their most recent social media purchase, 45% of Gen Z consumers said they found products they like, underlining the power of search.

TikTok鈥檚 latest strategy to boost social commerce sales relies on AI: The social platform is testing a feature that automatically links users to TikTok Shop without creator input.

Why resale makes sense: Although consumers want to shop sustainably, many aren鈥檛 willing to buy a product they deem lower quality, especially if it costs more. Buying resale means they don鈥檛 have to compromise on their preferred brands or prices. Brands such as Lululemon, REI, and IKEA operate their own resale programs, trading used products for store credit or coupons.

Helping Gen Z save for retirement鈥攁nd navigate competing financial priorities such as student loans鈥攇ives banks an opportunity to form long-term relationships with young investors.