Generation Z Changes the Rules of Shopping: Why They Spend Money Differently.

Generation Z: New Perception of Shopping

According to inkorr.com: PwC reported that Generation Z has its unique consumption characteristics. These young people, born between 1997 and 2012, spend less on clothing, accessories, and electronics, but are willing to invest money in products with emotional value.

Members of Generation Z form selective consumer behavior, focusing on the cultural significance of products. They are interested in purchases that reflect their values, while not ignoring the price component. Young people actively use social media to search for and compare product prices.

Over 79% of Generation Z members are waiting for sales.

• Restaurants/food delivery (51%),
• Clothing (33%),
• Alcohol (29%).

Most zoomers prefer lesser-known brands and are interested in vintage or second-hand products. There is also a revival of interest in traditional stores, which is supported by the younger generation.

Buy now, pay later services have become popular, which may indicate financial instability among young people. However, shopping is a true pleasure for them: after finding a product online and comparing prices, they prefer to buy in-store.

For zoomers, shopping is an event. They can find a product on social media, compare prices in an app, and purchase it in a physical store.

Style of Generation Z

Recently, among Generation Z representatives, the 'carefree girls' style from favorite 90s shows has become popular. Shopping for young people has become not just a way of purchasing, but also an opportunity to express their individuality through product choices.

According to a PwC study, Generation Z has formed a new perception of shopping, where product quality, cultural significance, and the ability to express their style are important. They actively use social media to search and compare prices, choose lesser-known brands, and prefer offline shopping. The use of buy now, pay later services is also popularized, which may indicate financial difficulties among this generation.

Thus, Generation Z brings a new perspective to consumer culture that reflects their values, lifestyle, and desire for financial prudence. This generation actively uses technology while maintaining interest in traditional forms of shopping, adapting them to their needs.