Gen Z Shopping Trends and Habits for Retailers
Blog Post
Understanding Generation Z’s shopping habits is essential for retailers looking to capture valuable market share. As their purchasing power increases, they reshape how products are discovered, evaluated, and bought.
While digital fluency is a given, Gen Z’s behavior reflects a nuanced balance between online discovery and offline loyalty, tradition and disruption, values and pragmatism, as well as individualism and community.
In this article, we'll explore the results from some of our 2025 case studies to unpack the latest insights into how Gen Z chooses between brands, and what retail insights leaders need to know
Key Findings
Omnichannel retail is non-negotiable: Gen Z blends digital discovery (TikTok, YouTube, social media) with in-store experiences, expecting seamless access across channels.
Values drive spending: Gen Z doesn’t just buy products, they buy what the products represent. Authenticity, sustainability, and social impact matter as much as price, making brand ethics a key purchase driver.
Wellness and community shape choices: From fitness and beauty to alcohol alternatives, Gen Z prioritizes self-care and shared experiences that align with their identity and are willing to spend on it.
Gen Z Gravitates Toward Experiential Retail
Gen Z shoppers are drawn to retailers that offer a more experience-oriented environment, such as Target or Barnes & Noble, at higher rates than older generations who are more typically associated with those retailers. This aligns with the generation’s broader preference for experiences, a theme echoed throughout the research. Most Gen Z respondents still shop at Walmart, but less often than older generations, showing they’re less tied to the purely practical and value-oriented retailer.
Our research also illuminates just how important social media, especially YouTube and TikTok, are as gateways to brand and product awareness. 49% of Gen Z respondents say they discover new brands/products on social media and 44% call out YouTube specifically.
The takeaway for retailers: Invest in seamless omnichannel strategies. Gen Z buyers look for inspiration online but expect meaningful experiences in-store or via an app. Bridging virtual and physical experiences is key to driving consideration and strengthening brand loyalty.
Purpose, Ethics, and Social Proof
Gen Z doesn’t just buy products, they also buy what the product represents. Authenticity, sustainability, and social impact strongly influence purchase decisions. When asked about the most influential factor in shaping how they approach life and decision-making, Gen Z respondents were most likely to select “making a positive impact on their personal and professional lives”. This is more than previous generations, who tend to prioritize family bonds and religious beliefs as their primary drivers.
Takeaway for retailers: Be authentic! As younger generations are well-equipped for doing their own research, proof of impact, sustainable practices, or meaningful partnerships resonate more than marketing slogans.
Aspirational Wellness & Curated Image
Gen Z’s interest in wellness goes beyond fitness; it blends appearance, health, and identity. They are fueling growth in categories like gym memberships, personal care, and beauty, investing not just in how they feel but how they present themselves.
According to our data, Gen Z values body image and physical appearance higher than previous generations. 27% of Gen Z respondents selected “building muscle/getting toned” and 26% “having better looking skin” as their highest priorities related to health and wellness. On the other hand, previous generations are more concerned with losing weight, strengthening their immune systems, and reducing pain/inflammation.
This doesn’t mean they’re vain in a shallow sense. Rather, looking good, feeling strong, and projecting an image aligned with their values are deeply interconnected. Retailers in beauty, fashion, and accessories have opportunities to position their products as part of a holistic wellness journey.
Takeaway for retailers: Reframe your products within the broader narrative of self-care, wellness, and self-expression. Success lies in offering solutions that help Gen Z look and feel good.
Belonging as a Wellness Driver
Wellness for Gen Z isn’t only an individual pursuit, it’s also a social one. Fitness studios, wellness apps, and even group classes serve as “third places” where health and community intersect. Social accountability and peer support are integral to staying motivated.
Digital communities also play a big role. From influencers to peer reviews, Gen Z’s trust in products often hinges on seeing others in their circle endorse or experience them first.
Takeaway for retailers: Position health and wellness products within a community framework. Highlight stories, create shared challenges, or foster in-person and digital spaces that support belonging and wellbeing.
Alcohol Use Down, Alternatives Up
Gen Z respondents reported drinking 6.96 drinks per week on average compared to 11.63 for Millennials, a 40% decrease. When asked about their reasons for cutting back, 19% of Gen Z respondents cited a preference for non-alcoholic alternatives compared to 16% of Millennials and just 9% of Gen X respondents.
For brands, this opens an opportunity to join in the fast-growing category where wellness meets lifestyle. Alcohol-free drinks that fuel energy, relaxation, and connection are set to drive the next wave of market growth.
Takeaway for retailers: Stocking and promoting alcohol-free or low-alcohol alternatives isn’t just niche anymore, it’s meeting younger buyers where they are. Download our Health and Wellness Study to get more insights on alcohol intake across different segments.
Balancing Fun with Financial Pressures
Gen Z is known for prioritizing experiences such as travel, live events, and wellness activities. Even in the face of rising living costs and economic uncertainty, 22% of Gen Z respondents choose to invest in experiences and items that bring them joy at the expense of savings, more than any generation before them.
At the same time, financial wellness is top of mind. Many are struggling to balance higher expenses with the desire to save. This tension creates a push-pull: experiences remain a priority, but long-term savings may be sacrificed.
Takeaway for retailers: Prioritize products and experiences that create lasting, positive memories but stay mindful of price sensitivities.
Closing Thoughts
Gen Z is often painted as a purely digital generation, but the reality is far more nuanced. They embrace tradition while demanding innovation, value authenticity while remaining budget-conscious, and balance personal wellness with community connection. For consumer insights professionals, the challenge is not just to understand these dichotomies, but to translate them into strategies that create meaningful connections.
If you’re looking to unlock new insights into your most important consumers, check out Landscapes, our category insights solution that makes research faster, easier, and more cost-effective than ever before
DISCLAIMER: We base our research, recommendations, and forecasts on techniques, information and sources we believe to be reliable. We cannot guarantee future accuracy and results. The Langston Co. will not be liable for any loss or damage caused by a reader's reliance on our research.