Gen Z shoppers: The value-driven, experience-obsessed consumers reshaping retail.
As Christmas shopping season is upon us, retailers are facing a daunting task. Gen Z shoppers, aged 13 to 28, are expected to cut their holiday spending by 23% this year, a significant decline compared to other generations. According to PwC's latest report, the combined spending power of Gen Z is projected to reach $12 trillion by 2030.
For Gen Z consumers, price has become just one aspect of purchasing decisions. The economic strains, including credit card debt, inflation, and student loans, have led them to be extremely value-oriented. Retailers must now focus on providing more than just products – they need to sell emotions.
"Retailers are no longer selling products; they're selling experiences," says Neil Saunders, retail analyst at GlobalData Retail. "They're trying to create a sense of connection with the customer and make them feel part of something."
Malls are capitalizing on Gen Z's love for socialization and experiential shopping. The American Dream mall in New Jersey has hosted musicians like the Jonas Brothers and K-pop stars, while its sister establishment, Mall of America, recently celebrated a new store opening with a fan-meet.
To stay ahead of the competition, retailers are curating a collection of brands that resonate with Gen Z's values, from luxury labels to affordable options. Membership programs are also becoming increasingly important as they offer perks like exclusive sales and events.
But how do Gen Zers really shop? For 19-year-old university student Jonathan Singh, it's all about research. He spends hours comparing brands, analyzing material quality, reading reviews, and hunting for coupons before making a purchase.
"Even with the research, I don't trust the initial impression of it from just being online," Singh says. "I want to get a good grasp of what it's like in real life before I buy it."
This pragmatic approach has led to a dupe culture among Gen Zers, who unabashedly seek cheaper lookalikes rather than brand-name originals. About 82% plan to purchase dupes this holiday season.
"Dupes have become culturally a part of self-celebration," says Kelly Pedersen, retail leader at PwC. "This is a great treasure hunt for them, like 'look what I found'."
However, while Gen Zers care deeply about the sustainability and social concerns behind a product, they are not willing to pay more for it. As Paik notes, "If sustainable brands can make their products much more affordable, I would definitely consider shopping there more often."
In response, some are opting for homemade gifts or experiences instead of buying expensive items. Nicholas Asiedu, 21, an office assistant, says, "A gift isn't all about money but rather the love and care you put into it."
As retailers navigate this new landscape, they must prioritize understanding Gen Z's values and behaviors to stay competitive. As Saunders puts it, "This is the future generation. Retailers have to be focused on them for the here and now."
As Christmas shopping season is upon us, retailers are facing a daunting task. Gen Z shoppers, aged 13 to 28, are expected to cut their holiday spending by 23% this year, a significant decline compared to other generations. According to PwC's latest report, the combined spending power of Gen Z is projected to reach $12 trillion by 2030.
For Gen Z consumers, price has become just one aspect of purchasing decisions. The economic strains, including credit card debt, inflation, and student loans, have led them to be extremely value-oriented. Retailers must now focus on providing more than just products – they need to sell emotions.
"Retailers are no longer selling products; they're selling experiences," says Neil Saunders, retail analyst at GlobalData Retail. "They're trying to create a sense of connection with the customer and make them feel part of something."
Malls are capitalizing on Gen Z's love for socialization and experiential shopping. The American Dream mall in New Jersey has hosted musicians like the Jonas Brothers and K-pop stars, while its sister establishment, Mall of America, recently celebrated a new store opening with a fan-meet.
To stay ahead of the competition, retailers are curating a collection of brands that resonate with Gen Z's values, from luxury labels to affordable options. Membership programs are also becoming increasingly important as they offer perks like exclusive sales and events.
But how do Gen Zers really shop? For 19-year-old university student Jonathan Singh, it's all about research. He spends hours comparing brands, analyzing material quality, reading reviews, and hunting for coupons before making a purchase.
"Even with the research, I don't trust the initial impression of it from just being online," Singh says. "I want to get a good grasp of what it's like in real life before I buy it."
This pragmatic approach has led to a dupe culture among Gen Zers, who unabashedly seek cheaper lookalikes rather than brand-name originals. About 82% plan to purchase dupes this holiday season.
"Dupes have become culturally a part of self-celebration," says Kelly Pedersen, retail leader at PwC. "This is a great treasure hunt for them, like 'look what I found'."
However, while Gen Zers care deeply about the sustainability and social concerns behind a product, they are not willing to pay more for it. As Paik notes, "If sustainable brands can make their products much more affordable, I would definitely consider shopping there more often."
In response, some are opting for homemade gifts or experiences instead of buying expensive items. Nicholas Asiedu, 21, an office assistant, says, "A gift isn't all about money but rather the love and care you put into it."
As retailers navigate this new landscape, they must prioritize understanding Gen Z's values and behaviors to stay competitive. As Saunders puts it, "This is the future generation. Retailers have to be focused on them for the here and now."
so i was talking to my little sis the other day and she told me about how her friends are all about finding deals online before buying anything... like they're this huge researchers 
and then they end up getting dupes that look exactly the same as the brand-name stuff 
but at a fraction of the price lol. i think thats just the way it is now tho, everyone wants to save money no matter what 
. anyway, i was thinking about christmas shopping last year and how hard it was to find gifts for my friends... now they just want experiences and stuff that makes them feel good about themselves 
like a concert or something 
. mall food courts are like the new social hubs lol. anyway, gotta keep up with the times, right?
. I mean, sure, experience shopping sounds cool and all, but at the end of the day, it's still just a product, right? And don't even get me started on these "dupe" cultures... yeah, because nothing says "cool" like buying cheap knockoffs online 
. And good luck trying to find someone who actually cares about sustainability when they're busy stressing out about student loans and credit card debt 
. It's all just a bunch of marketing hype if you ask me 
.
They're not just about saving a buck, they wanna experience the vibe with their $$ 
And let's be real, who can blame 'em? With student loans and inflation on the rise, they gotta prioritize. But what's wild is how much research goes into buying something - hours of scrolling through reviews, checking prices... it's like they're trying to solve a puzzle 
. And dupe culture is REAL 
i mean, they're all about experience over price now which is fair considering how messed up the economy is 
. And honestly, homemade gifts are a great way to show love and care - who needs a fancy present when you can make something special yourself? 
. It's an exciting time for retail, and I'm curious to see how it all plays out!
I can feel how stressful Christmas shopping season must be for young people right now... 23% less spending? That's a huge hit to their holiday budgets 
! They want to feel connected with products and people, not just buy stuff 
. And let's be real, who doesn't love a good treasure hunt? 
The dupe culture might seem like a hassle, but hey, it's all about saving money & being smart shoppers 
.
! That's so sweet & thoughtful. It shows that Gen Z values love & care over material things 
and encourage retailers to adapt to these changing times 
!
.
.
. This savvy behavior has led to the dupe culture phenomenon, where they seek affordable alternatives rather than brand-name originals 
Malls are already getting it right by hosting concerts and events that appeal to gen z's love for socialization.
. They're not just about saving cash, they want to make a statement too. They research like crazy before buying something and if it's not good enough, they'll grab a cheaper dupe 
with their 23% reduction in holiday spending. Like, what's next? They're not just cutting back, they're changing the entire retail game. Retailers need to shift from selling products to selling emotions, experiences, and values, which is kinda hard when you're trying to make a profit 
[Animated GIF of confetti popping, with a "treasure hunt" theme]
[Meme image of a person trying to find a cheaper alternative, with a "dope" sticker]
. It's all about experiences 
instead of just places 
.
They're not gonna pay more for it, but they want brands that care 
. And dupe culture? 
and events 
. Membership programs & exclusive deals 
.
and focus on making customers feel loved 
. Who needs a luxurious gift or an experience when you can cop a dope dupe for way cheaper? Retailers need to step up their game if they want Gen Z's cash... but honestly, why bother when there's a treasure hunt on and 82% of them are all about that dupes life 