For years, the long-standing assumption around Gen Z has simply been this: a generation raised on smartphones would naturally move shopping almost entirely online. But the data is starting to expose the flaws in that logic. Although Gen Z lives digitally, their shopping habits tell a hybrid story.
Gen Z’s preferences is breathing life back into spaces which once were assumed to be fading away. 62% of shoppers aged 18–24 now make their purchases in physical stores at a rate of about 10 percentage points higher than adults over 25. Gen Z have revived shopping centers once again to social and experiential hubs where people can meet friends, try on clothes, grab coffee, thereby turning a shopping trip into a shared experience.
In addition, Gen Z are also showing up to shop more often than many assume. Around 21% say they shop in clothing stores at least once a month, that’s double the share among U.S. adults overall and only 11% say they never shop in clothing stores. While most still visit less frequently, the numbers suggest physical retail remains firmly embedded in Gen Z’s shopping routine.
Gen Z’s retail reset
Undoubtedly, Gen Z at this point is serving as the main force in driving the resurgence of the retail market, and the key reason is simply scale. Gen Z as a generation is massive and accounts for 60 million people in the U.S, and by extension it posits them as an undisputed emerging consumer group for retailers. Plus, globally their spending power is expected to reach $12 trillion by 2030, which is to say their preferences are a powerful force in shaping retail strategies.
Take the culture of resale for instance: about 90% of people between the ages of 18-24 have bought a pre-loved item in the past year. That means about nine in ten young adults are actively reshaping the retail landscape compared with 65% of adults overall.
The value of secondhand shopping is experiencing a first-rate moment, and it’s all thanks to 72% of Gen Z who’ve pushed resale fashion into the mainstream. At its core, the economy of preloved shopping is based on pragmatism for 31%. It’s all about saving money and for 16% sustainability is the primary reason. If anything, Gen Z is proving that brick-and-mortar retail still has plenty of life left. For them, shopping isn’t just a transaction, it’s an experience worth stepping out for.
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