Generation Z Shoppers have grown up with the online revolution. They have the experience of finding everything their shopping cart desires at the click of their fingertips. Even so, it looks like they are more likely to hit the Mall for their holiday needs this season.

Recent Survey

Gen Z shoppers make up the demographics of 22-year-olds and younger, and they are more likely to shop in the mall than Millennials, according to an NPD Group survey. This survey used 3,485 consumers for their study in September. Marshal Cohen, NPD Group’s chief industry advisor, explained several potential reasons for this, including viewing shopping as entertainment, lack of funds, and lack of credit cards.

The hands-on immersion a mall provides satisfy both the discovery process of finding new brands and the need to socialize with family and friends.

Though this group plans to spend the least of all generations, the oldest at ages 18-22 are starting to earn and spend their income. A third of them plan to spend more this year than before, and a third of them plan to start on Black Friday. This is the highest percentage of all the generations surveyed.

What It Means for Malls

This is good news for the malls, which have seen a decline in sales from e-commerce competition and price competition. For example, Amazon claimed 85 percent of online sales during Halloween.

Survey Results on Other Generations

The bulk of millennials from ages 23-38 will shop online, with 20 percent of them starting on Black Friday. They are more likely to get electronics and shop at dollar stores.

Gen X shoppers, with fewer people than either millennials or Gen Z shoppers, may make a big difference this year. They are often overlooked and plan to spend more than other generations with the bulk in accessories at 68 percent and entertainment at 44 percent. This group is buying for three generations, their parents, their children, and themselves. They also have a social network they are likely to buy for.

The boomers from ages 55-73 will start shopping early, with 57 percent to start before Thanksgiving. They are most likely to hit national chains, department stores, or give wines and liquor as gifts.

Those from ages 74-91 are often referred to as the silent generation and will be the latest shoppers with only a few shopping online. They like to use lists and plan a lot that may account for their later shopping tendencies.

All in all, even though this generation has grown up with cellphones and laptops, they are less likely to shop for holiday gifts online than Millennials.

Source:

https://www.cnbc.com/2019/11/11/gen-z-will-head-to-brick-and-mortar-stores-this-holiday-season.html

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