Viktoriya Sus

·Smith College, BA in History and Economics

·Parsons School of Design - The New School, Associate Degree in Fashion Merchandising

·Assistant Buyer for a high-end jewelry retailer (2008-2012)

·Sales Manager for a luxury jewelry brand (2012-2014)

·VP of Sales and Buyer for various companies in the jewelry industry, specializing in precious jewelry (2015 - present)

·Regular Contributor, White Victoria Fashion and Lifestyle Blog (2019-present)

·Excellent communication and writing abilities, with a keen eye for fashion and lifestyle trends

Generation Z (or Gen Z, for short) is the demographic cohort born between 1997 and 2012. They are digital natives who have grown up with smartphones, wireless Internet, and social media platforms like Instagram and YouTube.

Generation Z is quickly emerging as an influential spending force, and their habits tend to differ from previous generations. For example, Gen Z shoppers are more likely to seek convenience, authenticity, and value when making purchases.

Gen Z shopping trends

As a fashion expert, I have followed Gen Z shopping trends closely and noticed several distinctions between how this generation shops compared to others. 

In this blog post, I'll offer some suggestions for those readers who don't know how to please Gen Z. I'm sure you'll get inspiration from it.

The Theory of Generations

Gen Z shopping trends

To better understand how Gen Z spends money, it can be useful to understand generational trends. Every 20 years, there is a change of generations, and each has its own name. Here are the main ones: 

Baby Boomers (1945-1960)

Gen Z shopping trends

The grandparents of 1945-1960 are referred to as baby boomers. They got this name since the birth rate increased sharply after the Second World War. People believed in a bright future and appreciated family comfort. They worked hard and believed that financial prosperity would provide stability.

Gen X (1960-1980)

Gen Z shopping trends

Those born in 1960-1980 already belong to another generation - X. Under the influence of political and economic processes, their worldview has changed. They grew up in the difficult years of perestroika. 

While their parents worked hard from morning until late night, they learned to be independent and responsible. The core values of this generation are stability and comfort. "X" believe that you need to rely only on yourself in work, and success can be achieved through hard work.

Millennials (1980-1996)

Gen Z shopping trends

From about 1980 to 2000, millennials, or generation Y, were born. They grew up with the advent of the global information network - the Internet. The development of new technologies has significantly influenced the formation of their behavior.

This generation does not agree to work hard from morning till night to feel financial stability. To earn money, they just need to have a phone. So, generation Y started talking about burnout, enjoying work, and self-development.

They are not in a hurry to start a family because they are freedom-loving and do not want to drive themselves into the framework of family life.

What Is Generation Z?

Gen Z shopping trends

Generation Z (or Gen Z, for short) is the demographic cohort born between 1997 and 2012. They are digital natives who have grown up with smartphones, wireless Internet, and social media platforms like Instagram and YouTube. 

This generation is well-educated, highly engaged in politics and social issues, extremely tech-savvy, and more open to diversity than any of its predecessors. 

They do not follow the stereotypes that society imposes. Instead, they have their point of view and are not afraid to express them. Compared to Millennials, Generation Z is more conservative. They refuse tobacco and alcohol and lead a healthy lifestyle.

Gen Z makes up 40% of all consumers worldwide. They are quickly becoming the most important consumer base in the world, and understanding their spending habits is essential for any business looking to stay ahead of the curve.

Shopping Habits of Generation Z Representatives

Gen Z shopping trends

Generation Z is an incredible demographic to target as customers because of its sheer size and diversity. Gen Z is an entirely new type of consumer. They are digital natives who approach shopping differently than any other generation. Here are some of their shopping trends and preferences: 

Gen Z Is a Fully Digitalized Generation

Gen Z shopping trends

Most representatives of Gen Z had their first smartphone already in childhood. Accordingly, they are used to communicating online - concisely and quickly. And where this process can be accelerated and optimized, they will do it.

They live practically online - through chats and social networks - here, they communicate, have fun, earn money, and study. All this leaves an imprint on the way of life and thinking.

Thanks to modern technologies, Gen Z knows everything happening worldwide and can quickly find what interests them. In addition, they perceive information much faster than older generations, so they are more conscious of how to use it.

Gen Z Is Open to Diversity

Gen Z shopping trends

Generation Z is more open to different ideas and opinions than any other generation before them. They are more likely to accept people of different backgrounds, genders, and races compared to older generations. They are also more likely to consider different points of view while making decisions.

So, Generation Z is a generation of young people who have grown up with technology, value authenticity and open-minded thinking, and are focused on self-development. 

Gen Z Prefers Online Shopping

Gen Z shopping trends

The proliferation of mobile devices has made online shopping a much more attractive option for Gen Zers. Not only do they find it more convenient, but they also enjoy comparing prices and looking for deals online. As a result, they are more likely to shop online than in stores.

Unfortunately, their attention span is also restricted, meaning a brand has seconds to make an indelible imprint.

Gen Z Respects Sustainable Brands

Gen Z shopping trends

Gen Z is much more aware of environmental issues and sustainability than any other generation - and they're willing to pay a premium for it. They prefer brands that use recycled materials or ethical production methods and are more likely to purchase items secondhand.

It is essential to remain genuine and wholly devoted to activism because Gen Z has a sharp eye for phony signals of virtue.

Gen Z Prefers Experiential Shopping

Gen Z shopping trends

Generation Z is looking for more than just a product or service. They want an experience. They are much more likely to purchase tickets to events and activities, as well as experiences such as cooking classes, volunteer programs, and more. 

So, brands should look for ways to offer customers a meaningful and memorable experience.

Gen Z Wants Personalization

Gen Z shopping trends

Generation Z is used to having everything customized and tailored to their preferences. As a result, they want to shop in a way tailored to their specific needs, and they're much more likely to purchase from brands that offer personalized shopping experiences.

Such an experience may include curating a selection of products just for them, offering discounts or rewards programs, and creating unique shopping experiences such as virtual reality.

Gen Z Prefers Social Shopping

Gen Z shopping trends

Generation Z likes shopping through influencers and online personalities more than any other generation. They are also more likely to buy products their friends and family recommended. 

Gen Z is constantly connected to the world through popular social media platforms such as YouTube, TikTok, and Instagram. Therefore, brands should use these platforms to connect with Gen Zers and create meaningful relationships. 

Social media can promote products, create engaging content, and provide a platform for customer conversation. 

Gen Z Is Not an Impulsive Buyer

Gen Z shopping trends

Generation Z is known for being thrifty and not making impulsive purchases. Instead, they want to ensure they're getting the best deal, so they often do extensive research before making a purchase. It means they're also more likely to take their time when shopping and consider all their options.

The Great Recession of 2008 could explain this, as many Gen Zers watched their families struggle financially during that time. It has strongly influenced how they view money and the need to protect their incomes as they mature.

Best Websites to Shop for Gen Z

Gen Z shopping trends

Understanding the shopping habits of Gen Z is essential for brands looking to tap into this lucrative segment of customers. Here are some websites that are particularly well-suited to cater to the needs of Gen Zers:


- Etsy: An online marketplace for unique goods and handmade items. It offers a personalized experience with its 'Collections' feature, which allows customers to save items they like.


- Depop: A popular website and app for secondhand shopping. It has a social media-like interface and allows customers to interact with the sellers.


- Zara: A fashion retailer known for its trendy designs, affordable prices, and quick delivery. It also offers personalization features such as the 'My Zara' section, which allows customers to save their favorite items.


- Revolve: An online boutique offering trendy apparel from well-known designers. It has a personalized shopping experience with its 'My Feed' feature, curates items based on customers' past purchases.


- Sephora: A beauty retailer offering makeup, skincare, haircare, and fragrance products. It has a rewards program for customers as well as personalized product recommendations.


These are just a few popular websites for Gen Zers to shop. As you can see, brands need to focus on personalization, convenience, and social media outreach to appeal to this digital generation.

Bottom Line

Gen Z shopping trends

Overall, Generation Z is a bright and savvy group of consumers. By understanding their shopping trends, brands can create a shopping experience that resonates with this generation. 

The key is to remain genuine, provide personalized shopping experiences, and engage with them on social media! By doing so, brands can forge a strong connection with Gen Zers and ensure their loyalty for years to come. 

The future of shopping lies in Generation Z's hands, and understanding their preferences is essential for any brand that wants to appeal to this influential demographic. 

With the right strategies, brands can tap into the potential of this powerful generation and reach an entirely new level of success.