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Subscription control鈥攚hich approximately one in three Gen Zers and millennials prioritize. To stand out, banks should offer customers more unique and enjoyable mobile app experiences through these upgrades and new features.

Adult Gen Zers and younger millennials were more likely than average to buy luxury products. Footwear, apparel, and fragrance were the top purchase categories among shoppers ages 18 to 34. Department stores were the No. 1 location for shopping for luxury goods, beating out all ecommerce and brand-owned channels.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why beauty is doing so much better than the rest of retail, how we've seen the "lipstick effect" play out, and how beauty shopping habits are changing. Then, for "Pop-Up Rankings," we rank our top four beauty brand marketing strategies other retailers can learn from. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

Gen Z, which represents the predominant source of digital buyer growth, is particularly likely to rate DEI-focused efforts highly, and every generation is more likely to support brands that reflect their social values.

While 82% of all travelers in North America are enrolled in loyalty and frequent flyer programs, per an April OAG survey, just 65% of adult Gen Zers and 70% of millennials have enrolled. Over 6 in 10 Gen Zers said inconsistent travel through one brand was the biggest reason for not using a loyalty program.

Nonalcoholic beer, wine, and spirits retail sales in the US grew 31.3% YoY in 2024, per a November report from Circana. 83% of Gen Z adults typically buy alcohol in-store at a supermarket or liquor store, according to an October 2024 survey from Attest.

They're trying to be an online mall where it's lots of different brands that are not necessarily part of the same ecosystem that are easy to shop, so I think it makes sense that they're also doing in-store activations. Sky Canaves (27:20):. Because that really speaks to how Gen Z shops and consumes.

Why this matters: Studies have shown that Gen Zers in particular gravitate toward fintech apps for specific features their banks don鈥檛 offer, which can hurt customer loyalty. But by providing a secure and seamless 鈥済ateway鈥� for customers to connect with popular fintech solutions, National Bank is helping to ensure it remains the central hub for their customers' financial lives.

The rise of shopping apps selling ultralow-cost goods from China is drawing more value-driven US consumers. But are their strategies sustainable over the long term?

Only 25% of baby boomers believe AI will serve them accurate information, per Five9, versus 62% of millennials and 55% of Gen Z. This generational chasm likely blocks the rapid adoption of agentic shopping tools with wealthy boomers but signals takeoff potential among young adults.

96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.

Gen Z and millennial shoppers plan to spend 54% of their budget on gift cards, up from 41% in 2023. But a rise in gift cards also creates increased fraud risk, per ACI Worldwide. As payment providers add security protections for other payment options, gift cards often aren鈥檛 updated to have the same fraud monitoring capabilities, making the payment method an easy target for fraudsters.

Consumers are voting with their wallets: 1 in 4 has stopped shopping at their favorite stores because of politics.