Is There Anything Truly Surprising About Gen Z’s Shopping Habits?

According to Numerator’s most recent data provided via its “Discover the Gen Z Consumer” fact sheet, U.S. Gen Z shoppers are exhibiting some traits that may be somewhat predictable to some onlookers, but also some surprising facts that don’t necessarily accord with their younger age.

Up front: Gen Z households (those born after 1995) represent just 8% of the total U.S. population, but are quickly making a claim to becoming a highly influential and prized consumer demographic. They spend an average of just $28 per shopping trip — however, they also make around 580 shopping trips per year, totaling an average annual spend of approximately $16,500.

Other notable pieces of info pulled from the fact sheet:

• Walmart leads, with Amazon and Costco following: Gen Z showed preference to shop at Walmart (16%), Amazon (9%), Costco (6%), and Target (also 6%) most frequently, with Kroger (4%), McDonald’s (4%), and Albertsons (2%) coming up next.
• Gen Z shoppers are a diverse lot: Less than half of Gen Z shoppers identify as Caucasian (48%), with Hispanic/Latino (26%), Black/African American (12%), and Asian (12%) being the next most commonly claimed ethnicities. A vast majority do not have children (72%), perhaps expected due to their younger age, and nearly half (43%) fall in the lower-income category. “Gen Z is also spread out across urban (43%), suburban (34%) and rural (23%) geographies,” the fact sheet authors from Numerator noted.
• They’re also big on genuineness and authenticity: More than a quarter (27%) of Gen Z shoppers polled said that brands simply don’t connect with them in authentic or genuine ways — and they’re also the shoppers most likely to walk away (23% more likely than the average consumer) if competitors grow stale to their tastes. Over half (57%) stated they prefer to customize products to express themselves.

Nostalgia Appeals Greatly to Gen Z Shoppers, Despite Their Youth

While nostalgia is often framed as a marketing device best employed to target older consumers (elder millennials and above), Numerator’s findings suggest that Gen Zers are strongly influenced by nostalgia.

The line items most likely to drive Gen Z interest — and spend — included: old restaurant design and decor, like ’90s Taco Bell or red-roof Pizza Hut (41%); retro-inspired packaging or branding (40%); classic menu items, namely the McDonald’s McRib, or the Taco Bell Mexican pizza (33%); established jingles or slogans (32%); dining experiences or rituals, like family night or after-school visits (32%); ads or commercials from their younger years (29%); kids’ meals or toys, including Happy Meals or movie collabs (28%); and childhood mascots or characters, with Ronald McDonald and even The Noid being mentioned (25%).

“Nostalgia is a powerful emotional purchase driver. In the QSR category, where brand heritage and visual identity play critical roles, tapping into Gen Z’s longing for the past offers a compelling opportunity to drive relevance and sales,” Numerator reported.

Falling more in line with common narratives around social media purchasing habits, Gen Zers were also far more likely (82% more likely) than the average polled consumer to say that social media and digital ads had held sway over their purchasing decisions. A full 21% of Gen Z respondents said they had bought via TikTok Shop over the past month, while 17% said they’d done business over Facebook Shop or Facebook Marketplace, 10% through Instagram Checkout, 8% through YouTube Shopping, and 6% via Pinterest.