Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z’s attention—and dollars—this holiday season.
“[Gen Zers] are not starting on Google. They’re starting where they’re spending time, which is on social or on Amazon,” our analyst Arielle Feger said on a recent “Behind the Numbers: Reimagining Retail” podcast episode.
Use this data: Consider ecommerce sites not just as a place for conversions, but as a product discovery engine.
“Gen Z says they want to keep spending, but actually the data shows that they are cutting back a little bit,” our analyst Catherine Ollinger said. “They’re not immune to what’s going on in the economy and the price-sensitivity.”
Use this data: Make sure marketing messaging emphasizes value and affordability, and lean into discounts and deals to resonate with younger audiences.
“A lot of Gen Zers are jumping onto buy now, pay later [BNPL] because they either don’t want to embrace traditional credit cards or don’t have the credit yet,” said Feger, who expects the service to become even more popular for holiday shopping.
Use this data: Avoid leaving money on the table by integrating BNPL services, and consider highlighting flexible payment options on high-trafficked webpages—not just at the checkout.
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