25+ Gen Z Shopping Habit Statistics (2024)

With a population of around 68.6 million, Gen Z accounts for 20% of the U.S. population, representing a significant and influential consumer group. Online shoppers in the U.S. are set to reach 285 million by 2025 and Gen Z will be a massive part of it.

With over $450 billion in global purchasing power, Gen Z holds significant sway as consumers, shaping trends and preferences in the marketplace.

By 2030, Gen Z will contribute 17% of global retail spending, a substantial increase from the current 5%. Marketers cannot overlook that this demograph

ic holds. This post explores the latest statistics and trends that underscore Gen Z's significant impact on the eCommerce market.

Gen Z Online Shopping Statistics In 2024 (Top Highlights)

  • 27% of the United States' population is Gen Z, accounting to 68.6 million.
  • 56% of Gen Z prefer to shop online than in-store.
  • 52% of Gen Z individuals opt for debit cards as their primary payment method.
  • 60% of Gen Z in the US use Instagram to discover new brands, products, and services.
  • 36% of Generation Z’s second-hand purchases are driven by their concern for sustainability and the environment.

What does Gen Z like to buy

If we look at the spending habits of different generations, we can see a common liking for electronics & technology and health & wellness products.

These categories are top picks for Gen Z, Millennials, and Gen X. Specifically, 61% of Gen Z users prefer spending on electronics & technology, while 59% allocate their budget to health and wellness products.

Below is a breakdown of what Gen Z and other generations prefer to purchase

Below is a breakdown of what Gen Z and other generations prefer to purchase

Source: 5wpr 2024 Consumer Report

Demographics of Gen Z Shoppers

1. Shopping Preferences among Gen Z by Gender

Gen Z females prefer purchasing clothing and beauty and skincare products more often, with 55% and 57% respectively. Conversely, Gen Z males tend to buy clothing and technology items more frequently, accounting for 43% and 38% respectively.

2. 57% of Gen Z users spend mostly on clothing and Shoes

6 out of 10 Gen Z shoppers spend frequently on clothing and shoes while 4 out of 10 go for electronics. On the other hand, home and grocery-related products see the lowest spending by Gen Z.

Gen Z also takes their hobbies seriously and 35% of them frequently spend on products related to their leisure.

Here is a table showing the categories on which Gen Z spend the most frequently:

Category Share of Gen Z buyers
Clothing & shoes 57%
Entertainment 44%
Electronics 40%
Beauty 35%
Leisure, sport & hobby 32%
Jewelry & accessories 28%
Groceries 24%
Automotive spare parts or accessories 21%
Home & garden 21%
Pharmaceutical products 21%
Erotic materials and toys 19%
Children products 19%

Source: statista

3. Gen Z's Aren't Impulsive Buyers

47% percent of Gen Z prefer to wait at least a few days before making a purchase. This shows that Gen Z tends to be more thoughtful spenders, taking time to research before buying.

A major part of Gen Z's pre-buying research involves looking for coupons and offers.

Gen Z likes to do their research

Source: Attentive

4. Influencers Have Greater Impact on Gen Z Purchases Than Friends/Family

9% of Gen Z trust influencers for purchase decisions, while only 7% trust friends and family. This shows how influencer marketing can be a better option to promote products among Gen Z.

Source: HubSpot

5. 46% of Gen Z individuals primarily use mobile devices when shopping online

46% of Gen Z shoppers prefer using mobile phones for online shopping, making it the most popular device choice among the generation. Following closely behind, desktops are used by 45% of Gen Z shoppers, and 9% use tablets.

Online shopping distribution by Gen Z consumers worldwide in 1st quarter 2023

Source: Statista

6. There are 68.6 million Gen Zs in the United States

Currently, there are 68.6 million Gen Z individuals in the US, making up 20% of the total population in the United States. And United states being the world's biggest eCommerce market, there is a lot of potential in

Source: Worldometer

7. Gen Z represents $450 billion in spending power globally

Gen Z worldwide has a spending power of $450 billion, with $360 billion of that in the United States alone. And out of that $360 billion, $57 billion comes from allowances and rest of it from employment.

Source: BBC

88% of Gen Z users shop on the Apple App Store, while Amazon becomes the second-most used shopping app, preferred by 71% of Gen Z mobile commerce shoppers.

Shopping Platforms Percentage of Gen Z Users
App Store 88%
Amazon 71%
Temu 35%
Shein 32%
Walmart 19%
Target 16%
eBay 15%
Esty 14%

Source: Statista

Gen Z Online Shopping Behavior

9. 56% of Gen Z in the US prefer online shopping over traditional in-store purchases.

56% of American Generation Z individuals prefer shopping online over visiting physical stores. Moreover, the number of those making weekly online purchases has surged by 28% since the second quarter of 2020.

Source: GWI

10. 40% of Gen Z users shop online daily

Generation Z stands out as the most frequent online shoppers, with 40% buying something online at least once every day. That's compared to 31% of millennials, 19% of Gen X and 9% of baby boomers.

Here is the chart displaying the demographics of the most frequent online shoppers

the demographics of the most frequent online shoppers

11. 60% of Gen Z think a brand's digital-first impressions are more important than in-person ones

60% of Gen Z believe that digital presence holds greater significance than in-person ones. This proves that investing in a responsive and aesthetically pleasing website is crucial for capturing their attention and converting them into customers.

Source: Emarketer

12. 65% of Gen Z have made a purchase based on influencer's recommendations

65% of Generation Z have bought items based on influencer recommendations and also Gen Z use Instagram to discover new brands, products, and services.

Source: Voyado

13. 73% of Gen Z consumers are willing to pay 10% more for sustainable products

73% of Generation Z consumers are willing to pay 10% more for sustainable products, indicating their preference for sustainable, high-quality items.

7 out of 10

Source: Voyado

14. 54% of Gen Z individuals reported spending a minimum of four hours per day on social media platforms

According to a survey done by Morning Consult, it is found that around 54% of Gen Zers spend at least four hours daily on social media, with an additional 38% spending even more time on these platforms.

Source: SurveyMonkey

Gen Z Shoppers Buying Habits

We already have data on the categories that Gen Z like, now let us understand Gen Z's preference for online and instore shopping while shopping for these categories.

Over half of Gen Z prefer to buy groceries in store and when it comes it clothing and entertainment relates purchases, 45% of Gen Z take the online route.

Here is a graph showing Gen Z's shopping preferences in different categories:

Gen Z's shopping preferences in different categories

Source: Statista

15. 61% of Gen Z Prefers Secondhand Items

Before opting for new purchases, 61% of Gen Z shoppers actively seek out secondhand items as their first choice. The United States eCommerce resale market is currently valued at $90 billion.

Source: Emarketer

16. Gen Z contributes to about 5% of spending in the United States

Currently, Gen Z represents about 5% of spending in the United States. Experts predict this figure will increase to 17% by 2030. Gen Z will be the next biggest spender after Gen Alpha by 2030.

17. 30% of Gen Z shop online for convenience, while 20% do so for better prices

Among Gen Z shoppers, 30% prefer online shopping due to its convenience, while 20% prioritize it for better prices. Conversely, 30% opt for in-store shopping to obtain products immediately, and 28% prefer the in-store experience to physically interact with and try out products before making a purchase.

Source: Iscs

18. 46% of Gen Z will buy product from lesser known brand if its cheaper

55% of Gen Z shoppers would rather pay more for a brand they know, while 46% are happy to pay less for a cheaper product by a lesser known brand. Brands can take advantage of this Gen Z shopping habit to make people like their brands more, especially when money is tight.

Source: GWI

19. Gen Z shoppers are the most loyal segment among ecommerce customers

According to the latest report by Tidio, 46% of Gen Z buyers are willing to pay extra for the same product if it allows them to shop at their favorite online store.

Source: Tidio

20. 45% of Gen Zers check out multiple platforms to find the best deal

Nearly 45% of Gen Zers and 39% of millennials are inclined to explore multiple stores in search of the best deal. This behavior reflects their desire for value and cost-consciousness, driving them to explore various options before making purchasing decisions.

Source: Tidio

What Does Gen Z Care About While Shopping?

21. Gen Z supports Queer community

Gen Z expects brands to stand up for LGBTQ+ rights, such as supporting same-sex marriage, and to actively participate in political activism. This indicates their desire for companies to align with progressive values and take a stance on social and political issues.

Source: Emarketer

22. 53% of Gen Z Prefer Brands Supporting Mental Health

53% of US Gen Zers prioritize brands that support mental health, making it their top concern. This highlights their preference for companies that demonstrate a commitment to addressing mental health issues, influencing their purchasing decisions and brand loyalty.

Source: Emarketer

Influence of Social Media on Gen Z Purchasing Habits

23. TikTok is the preferred social network for Shopping Discovery Among Gen Z

TikTok and Instagram are the favorite social platforms for Gen Z when discovering new products and brands. Gen Zers often engage with influencer content and watch videos to explore and find innovative products.

Source: Emarketer

24. 61% of Gen Z Follow brands that they like on social Media

Gen Z Follow brands that they like on social Media

Source: SurveyMonkey

The data illustrates how different age groups engage with brands on social media. Gen Z shows the highest participation, with 61% actively following brands. Millennials follow closely behind at 53%, while Gen X and Boomers display lower engagement at 36% and 18%, respectively. The Silent generation exhibits the least involvement, with only 10% following brands.

25. For Gen Z, TikTok and Instagram stand out as their top choices for discovering new products on social media platforms.

Around 52% of Gen Z users favor TikTok, while approximately 50% opt for Instagram when it comes to shopping and discovering new products. Following closely behind are Pinterest and Facebook, with 28% and 27% respectively.

tik tok and instagram are gen z's top platforms for shopping-

Source: Emarketer

71% of Gen Z users in the US prefer using Instagram for direct purchases, closely followed by YouTube at 68%. Additionally, TikTok and Facebook also hold sway, with 68% and 62% of Gen Z users, respectively.

Social networks where us adults are likely to make purchases directly, Gen Z vs. total, q1 2023

Source: Emarketer

27. 51% of Gen Z Prefers Social Media Over Search Engines for Brand Searches

51% of Gen Zers use social networks like Instagram, TikTok, and YouTube, while 45% use search engines when looking up brands, products, or services.

This trend highlights the significant role social media platforms play in influencing the shopping habits and brand perceptions of Generation Z.

Gen z prefers social media over search engines when looking up brands

Source: Emarketer

How do Gen Z find products

28. Social Media Plays an important role for Gen Z to find a new product

TikTok and Instagram are Gen Z’s top choices for shopping discovery, where they typically watch videos and engage with influencer content to explore new products and brands.

Source: Emarketer

29. Gen Z Prefers Official Websites Over Third-Party Platforms

Gen Z shoppers tend to discover new items more often on brand websites compared to older shoppers. However, they are less inclined to find products through third-party retail websites and apps.

Source: Emarketer

Key Takeaways

Gen Z’s online shopping habits reveal a significant shift towards digital platforms for purchases. Their economic impact is substantial with a population of 68.6 million in the US alone. With the convenience of mobile devices and a preference for seamless experiences, this generation is reshaping the retail landscape. Their demand for personalized products and swift delivery underscores the importance for businesses to adapt and innovate. Also, we have seen that 51% of Gen Z prefer social media over search engines for brand searches, which shows the importance of digital presence for businesses targeting this demographic. So, understanding these trends is crucial for companies aiming to capture Gen Z’s purchasing power effectively.

<div class='toc'><ul><li><a href=#Gen-Z-Online-Shopping-Statistics-In-2024-(Top-Highlights)><b>Gen Z Online Shopping Statistics In 2024 (Top Highlights)</b></li><li><a href=#What-does-Gen-Z-like-to-buy><b>What does Gen Z like to buy</b></li><li><a href=#Demographics-of-Gen-Z-Shoppers><b>Demographics of Gen Z Shoppers</b></li><p>  <a href=#1.-Shopping-Preferences-among-Gen-Z-by-Gender>1. Shopping Preferences among Gen Z by Gender</p><p>  <a href=#2.-57%-of-Gen-Z-users-spend-mostly-on-clothing-and-Shoes>2. 57% of Gen Z users spend mostly on clothing and Shoes</p><p>  <a href=#3.-Gen-Z's-Aren't-Impulsive-Buyers>3. Gen Z's Aren't Impulsive Buyers</p><p>  <a href=#4.-Influencers-Have-Greater-Impact-on-Gen-Z-Purchases-Than-Friends/Family>4. Influencers Have Greater Impact on Gen Z Purchases Than Friends/Family</p><p>  <a href=#5.-46%-of-Gen-Z-individuals-primarily-use-mobile-devices-when-shopping-online>5. 46% of Gen Z individuals primarily use mobile devices when shopping online</p><p>  <a href=#6.-There-are-68.6-million-Gen-Zs-in-the-United-States>6. There are 68.6 million Gen Zs in the United States</p><p>  <a href=#7.-Gen-Z-represents-$450-billion-in-spending-power-globally>7. Gen Z represents $450 billion in spending power globally</p><p>  <a href=#8.-Most-popular-shopping-apps-among-Gen-Z-users-in-the-United-States>8. Most popular shopping apps among Gen Z users in the United States</p><li><a href=#Gen-Z-Online-Shopping-Behavior><b>Gen Z Online Shopping Behavior</b></li><p>  <a href=#9.-56%-of-Gen-Z-in-the-US-prefer-online-shopping-over-traditional-in-store-purchases.>9. 56% of Gen Z in the US prefer online shopping over traditional in-store purchases.</p><p>  <a href=#10.-40%-of-Gen-Z-users-shop-online-daily>10. 40% of Gen Z users shop online daily</p><p>  <a href=#11.-60%-of-Gen-Z-think-a-brand's-digital-first-impressions-are-more-important-than-in-person-ones>11. 60% of Gen Z think a brand's digital-first impressions are more important than in-person ones</p><p>  <a href=#12.-65%-of-Gen-Z-have-made-a-purchase-based-on-influencer's-recommendations>12. 65% of Gen Z have made a purchase based on influencer's recommendations</p><p>  <a href=#13.-73%-of-Gen-Z-consumers-are-willing-to-pay-10%-more-for-sustainable-products>13. 73% of Gen Z consumers are willing to pay 10% more for sustainable products</p><p>  <a href=#14.-54%-of-Gen-Z-individuals-reported-spending-a-minimum-of-four-hours-per-day-on-social-media-platforms>14. 54% of Gen Z individuals reported spending a minimum of four hours per day on social media platforms</p><li><a href=#Gen-Z-Shoppers-Buying-Habits><b>Gen Z Shoppers Buying Habits</b></li><p>  <a href=#15.-61%-of-Gen-Z-Prefers-Secondhand-Items>15. 61% of Gen Z Prefers Secondhand Items</p><li><a href=#Gen-Z-E-Commerce-Trends><b>Gen Z E-Commerce Trends</b></li><p>  <a href=#16.-Gen-Z-contributes-to-about-5%-of-spending-in-the-United-States>16. Gen Z contributes to about 5% of spending in the United States</p><p>  <a href=#17.-30%-of-Gen-Z-shop-online-for-convenience,-while-20%-do-so-for-better-prices>17. 30% of Gen Z shop online for convenience, while 20% do so for better prices</p><p>  <a href=#18.-46%-of-Gen-Z-will-buy-product-from-lesser-known-brand-if-its-cheaper>18. 46% of Gen Z will buy product from lesser known brand if its cheaper</p><p>  <a href=#19.-Gen-Z-shoppers-are-the-most-loyal-segment-among-ecommerce-customers>19. Gen Z shoppers are the most loyal segment among ecommerce customers</p><p>  <a href=#20.-45%-of-Gen-Zers-check-out-multiple-platforms-to-find-the-best-deal>20. 45% of Gen Zers check out multiple platforms to find the best deal</p><li><a href=#What-Does-Gen-Z-Care-About-While-Shopping><b>What Does Gen Z Care About While Shopping</b></li><p>  <a href=#21.-Gen-Z-supports-Queer-community>21. Gen Z supports Queer community</p><p>  <a href=#22.-53%-of-Gen-Z-Prefer-Brands-Supporting-Mental-Health>22. 53% of Gen Z Prefer Brands Supporting Mental Health</p><li><a href=#Influence-of-Social-Media-on-Gen-Z-Purchasing-Habits><b>Influence of Social Media on Gen Z Purchasing Habits</b></li><p>  <a href=#23.-TikTok-is-the-preferred-social-network-for-Shopping-Discovery-Among-Gen-Z>23. TikTok is the preferred social network for Shopping Discovery Among Gen Z</p><p>  <a href=#24.-61%-of-Gen-Z-Follow-brands-that-they-like-on-social-Media>24. 61% of Gen Z Follow brands that they like on social Media</p><p>  <a href=#25.-For-Gen-Z,-TikTok-and-Instagram-stand-out-as-their-top-choices-for-discovering-new-products-on-social-media-platforms.>25. For Gen Z, TikTok and Instagram stand out as their top choices for discovering new products on social media platforms.</p><p>  <a href=#26.-71%-of-Gen-Z-users-are-influenced-to-make-direct-purchases-on-Instagram,-with-YouTube-being-the-second-most-popular-platform-at-68%>26. 71% of Gen Z users are influenced to make direct purchases on Instagram, with YouTube being the second most popular platform at 68%</p><p>  <a href=#27.-51%-of-Gen-Z-Prefers-Social-Media-Over-Search-Engines-for-Brand-Searches>27. 51% of Gen Z Prefers Social Media Over Search Engines for Brand Searches</p><li><a href=#How-do-Gen-Z-find-products><b>How do Gen Z find products</b></li><p>  <a href=#28.-Social-Media-Plays-an-important-role-for-Gen-Z-to-find-a-new-product>28. Social Media Plays an important role for Gen Z to find a new product</p><p>  <a href=#29.-Gen-Z-Prefers-Official-Websites-Over-Third-Party-Platforms>29. Gen Z Prefers Official Websites Over Third-Party Platforms</p><li><a href=#Key-Takeaways><b>Key Takeaways</b></li></ul></div>

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