Notes on Generation Z Shopping Preferences

Overview

• Recent study by Morning Consult reveals Generation Z prefers in-store shopping over online shopping.
• Generation Z includes individuals born between 1997 and 2012.
• The trend of shopping in malls is experiencing a resurgence among young people.

Key Findings from the Study

• Preference for In-Store Shopping

  • 55% of Generation Z females prefer shopping in person.
  • 40% of Generation Z males prefer shopping in person.
  • Overall preference for in-store shopping among adults is 53%.

• Research Behavior

  • Gen Z often researches products online but prefers making purchases in stores.

Social Aspects of In-Store Shopping

• Importance of Social Interaction
  • Dr. Wendy Patrick emphasizes the socializing aspect of shopping, stating people are not meant to be isolated online.
  • Shopping is viewed as an activity to engage with friends and socialize.
• Testimonies from Generation Z individuals (ages 17-19):
  • Spend 2-3 hours at malls with friends/family, enjoying dining and social activities.
  • Appreciate the ability to see products physically to assess fit and appearance.

Additional Insights

• Shopping for Fun
  • Two-thirds of Generation Z shop for enjoyment at least once a month.
• Online Behavior
  • 41% of Gen Z adults consider consumer reviews and ratings important when shopping online; this is higher among women.
• Payment Preferences
  • 47% of Gen Z opt to use debit cards, while 30% prefer cash.

Conclusion

• Positive implications for malls, indicating a potential revival in foot traffic and in-store sales.