Gen Z shopping habits [updated July 2023] | Oberlo (2024)

FAQs

Gen Z shopping habits [updated July 2023] | Oberlo? ›

According to a recent survey of Gen Z's shopping habits, the top products consumers in this age group (defined as those aged 18 to 24) purchase online are those in the clothing and shoes category. As many as 57% of Gen Z shoppers—or close to three in five—say they get these items over the internet.

Though Gen Z is into physical experiences, the bulk of young respondents say they prefer shopping online because of the wider brand selection, plus the recommendations they can get via ads and algorithms. The younger the shopper, the more inclined they are to look for inspiration online.

However, Gen Z's buying patterns are different than the generations that came before them. They're not simply spending on whatever they want the moment they think of it; instead, they're being extremely deliberate with who gets their dollars, and when.

46% of Gen Z spent more on fashion than anything else in 2022 (5WPR) Gen Z was the only generation to have clothing and fashion as their top spending category. 30% of Gen Z spent more on beauty and personal care than anything else, far more than any other generation.

In 2023, the Gen Z trend is towards more personalized and socially conscious brands. Their spending habits reflect a preference for brands that align with their values and utilize their preferred Generation Z social media platforms.

Gen Zers are known for their social responsibility, dedication to social and political issues, and their demand for authenticity when it comes to brands and advertising. 53% of US Gen Zers want brands they shop at to support mental health, more than any other cause, according to a survey from ICSC and Big Village.

Gen Z is not just interested in buying a product to own it – they're also motivated to buy items to create social media content around it. Zoomers go above and beyond to get in on these kinds of trends.

They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own.

Many Gen Z have adopted a “shop to sell” mindset, having grown up on some of these platforms, exchanging goods and earning an income. According to WGSN Barometer data, Gen Z are selling their own pre-loved clothes to declutter (50%), for sustainability (33%) and to get extra money (56%).

Gen-Z cares about following their passions, caring for the earth and demanding social and environmental justice from high-level decision-makers. As a result, they're more vocal, values-driven and individualized than generations that came before them.

What products does Gen Z buy the most? ›

Gen Z spending habits show they care the most about fashion, makeup and beauty products, technology, and their pets. This is perhaps due to their young age and few major bills.

Appearance is the top-rated anxiety for Generation Z.

45% of those surveyed said they feel anxious about their appearance – more anxious than they feel about their career prospects, money or terrorism.

The Gen Z population is socially inclusive and values personal experiences from brands. They embrace snacks that are wholesome, healthy, vegan, and gluten-free but also desire bold flavors. Vibrant brand colors and eye-catching packaging also attract these young consumers.

Gen Z prefers comfortable and expressive clothing like loose-fitting jeans, crop tops, and oversized pieces. Born between 1997 and the early 2010s, Gen Z accounts for 30% of the world's population.

Nostalgic for the 2000s

Gen Zers have started bringing back trends from the early 2000s. Marketing experts see this as a mix of old and new: Gen Z wants old products with a new focus on sustainability and social awareness. Three “y2k” inspired hashtags have more than 3 million posts on Instagram.

Their preferences and eating habits are slightly different than that of Millennials. Gen Z is focused on sustainability, health, and wellness. Their food choices are more likely than any previous generation to embrace flexitarian eating habits — on-and-off vegan or vegetarian lifestyles.

Social media is a huge trend for this generation. Instagram, Snapchat, and TikTok are, by far, the most frequently used platforms. One-quarter of Gen Zers spend five hours or more per day on TikTok. TikTok continues to soar in popularity among members of Generation Z (911% in 5 years).

Gen Z consumers are more willing to try new snacks

Additionally, 42% of Gen Z like trying new snack collaborations and 41% get a new snack flavor the moment it comes out, compared to 36% and 34%, respectively for the average consumers. Age demographics played a role in where and how consumers learn about new snacks.

This generation values diversity and freedom in clothing choices, with a penchant for mixing and matching styles and colors. The Gen Z fashion scene is dominated by sustainable fashion, next door girl/boy look, gender-fluid designs, and a mix of modern aesthetics with vintage old world charms.