Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Generation Z Shopping Behaviors

How the Most Marketed-To Generation Likes to Buy

Download
Share
About This Report
Gen Z in the US already has estimated spending power of nearly $150 billion, and this cohort represents a growing opportunity for retailers and brands. Here’s a snapshot of recent Gen Z shopping and buying data to help guide you.
Table of Contents

Executive Summary

Gen Zers in the US are becoming a highly influential group of shoppers and buyers. Though half of this cohort has yet to enter the full-time workforce, it is the most marketed-to group of children, teens, and young adults in modern history. Gen Z already has an estimated collective buying power that is nearing $150 billion, per Barkley, and represents a large and growing opportunity for brands that understand their unique shopping and buying behaviors.

How do Gen Z’s shopping behaviors differ from those of older generations?

Similar to millennials, Gen Z taps a wider variety of sources for product information and switches effortlessly among them. As digital natives, they see the discovery of products as a continuum of online and offline experiences that make up their customer journey. They’re more likely than older generations to seek deals and freebies and make purchases that help them showcase their individuality.

Has the pandemic changed this generation’s shopping and buying habits?

Gen Zers preferred a hybrid of online research and in-person shopping and buying before the pandemic, but the health crisis further pushed these behaviors online. They’re on track to shop online more than they did before, but many could be enticed back into stores with unique experiences and personal connections that are not available digitally.

What does Gen Z want from retailers?

Gen Z gravitates toward retailers that make it easy for them to research, purchase, and return products. They also favor brands that they perceive as authentic, and that espouse inclusion and support the same causes they do.

WHAT’S IN THIS REPORT? A snapshot of recent data about Gen Z’s shopping and buying behaviors.

KEY STAT: Gen Z, a digitally native group, is more likely to engage in social commerce than older generations are. More than half of Gen Z adult social network users (ages 18 to 24) are social buyers, and nearly half of Gen Z teen social network users (ages 14 to 17) are.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

15charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Gen Z Is More Reliant on People They Trust for Product Information
  1. Budget-Conscious Gen Zers Are Careful Spenders
  2. Online Buying Is Here to Stay
  3. A Future of Hybrid Experiences
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

authors

Victoria Petrock

Contributors

Jasmine Enberg
Senior Analyst
Jeane Han
Senior Researcher
Jennifer Pearson
VP, Research
Lauren Ruhlen
Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client