Gen Z is the first truly digitally native generation, but they have played a vital role in the revival of brick-and-mortar retail, highlighting the importance of gathering offline. Nearly the same share of respondents who shop at brick-and-mortar stores (97%) also shop online (95%).
“Gen Z is an increasingly important demographic as more of them graduate from school, transition to their first full-time job, and mature into more spending power,” ICSC President and CEO Tom McGee said in a statement. “Our study found that many of the stereotypes and preconceived notions attached to this cohort are unfounded, however, their habits will influence retail strategy, marketplace makeup and broader economic trends for years to come.”
As members of Gen Z (16- to 26-year-olds) are coming of age, this emerging group of consumers exhibit distinctive and perhaps surprising shopping habits. ICSC’s 2023 survey of Gen Z consumerslatest report aims to uncover the shopping habits and behaviors.
Payment Method Usually Used to Make a Purchase
Gen Z Most Frequently Shop at
Offline versus Online Shopping
Real Influence of Purchase
Gen Z Value Speed, Convenience, and Efficacy While Shopping
Gen Z Wants Brands to Support
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