This could offer future opportunities to brands and retailers, as long as the programs they develop are easy to understand and use. Loyalty programs aren’t a big draw for Gen Z, with only 45% enrolled. Gen Z prefers fee-based loyalty programs, Millennials earn points Millennials are less enthusiastic about these channels, with 58% social shopping and just 32% shopping through influencers. Gen Z enjoys social shopping, with 64% using Instagram, Facebook, and other platforms to browse and make purchases, and 41% shopping through social influencers. Gen Z was practically born with tablets in hand, and they’re comfortable shopping through non-traditional digital channels. Gen Z enjoys social shopping, while Millennials are more traditional This drops to 12% and 11%, respectively, for Millennials. According to Salesforce research, 27% of Gen Z prefer to have their groceries delivered within an hour, and 23% want their alcohol within that same timeframe. It’s not surprising, then, that 76% of Gen Z prefer convenience over brand compared to 70% of Millennials. Uber, Lyft, Instacart, UberEats, and DoorDash were founded around 2010, and Gen Z favorite GoPuff, which promises delivery in less than 30 minutes, arrived in 2013. They grew up alongside the on-demand economy. However, they still shop in stores more often than Gen Z.įor Gen Z, convenience is all about fast deliveryīut when it comes to home delivery of groceries, Gen Z wants their stuff now. They watched the world go from AOL dial-up to always-on connectivity, and they take advantage of this convenience at every turn. Both shop online – but Millennials like in-store purchases for instant gratification And to pay for their purchases, 18% of Gen Z are using buy-now-pay later while only 15% of Millennials are turning to this payment option with greater frequency. Due to inflation, 22% of them are buying more secondhand products rather than buying new products, as compared to 19% of Millennials. Given that most Gen Z’ers haven’t formed households yet, we see them saving money on non-discretionary items. Millennials are choosing these options as a way to cut down on their grocery bills, which are rising steadily due to inflation. This makes sense because more Millennials have families than do Gen Z’ers. Millennials also are turning to discount retailers (26%) more often than Gen Z (22%). Our recent research found that 30% of Gen Z and 27% of Millennials were buying much less due to inflation.īut while 27% of Millennials are buying more private-label products to save money, only 13% of Gen Z does so. Inflation has impacted the shopping behaviors of both Millennials and Gen Z. Gen Z is spending less than Millennials, and they save in different ways Millennials and Generation Z are different in how they shop, interact with brands, and view money. Gen Z: How are these generations different?
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