Gen Z aren’t the fast-fashion, impulse shopping aficionados that some people think and actually prefer a gradual shopping experience, discovering brands first over time before making a purchase.
That’s according to UK research from Snapchat (linked too a forthcoming product launch) and the Portas Agency, which commissioned YouGov to explore the shopping habits of 2,000 Gen Z consumers to help them find ways retailers could boost growth and “build deeper, longer-lasting connections”.
Some 74% of the consumers they spoke to said they’re usually familiar with a brand or item before they buy/purchase it, 67% said they research extensively and compare options before they buy something, and 58% say they use shopping as a form of entertainment so it’s clearly not just about consumption.
The YouGov research shows the majority (95%) of Gen Z wouldn’t describe themselves as ‘impulsive’ when it comes to shopping, with ‘budget-conscious’ (25%) and ‘thoughtful and considered’ (20%) coming out top – contradicting the view that this is a generation of shoppers driving fast fashion.
It also emerged that Gen Z shoppers “go through a period of discovery that blends real and online retail experiences”. That said, when they’re ready, they do turn into the more demanding, want-it-now consumers that many see them as: over three-quarters (76%) want to buy “exactly what they want, when they want, as soon as possible”, which is just what some expect of “a digitally-native generation who’ve grown up with a world ‘on-demand’.”
Other findings include 70% saying they find shopping more appealing when they can save or capture items they like to review and purchase later and 57% said that when shopping online, they leave things in their basket for days or even weeks. In fact, 53% said it takes them over two days to decide to buy something, while 58% said they’re inspired to buy something when they’ve had time to think about it and it feels right. And in a boost for the companies specialising in virtual try-on (VTO), 35% said they find shopping more appealing when they’re able to try on products in this way.
Shopping as entertainment
The ‘mall rat’ concept of young shoppers hanging around at shopping centres and the idea of ‘retail therapy’ or ‘retail-tainment’ may seem firmly rooted in the 1990s, but it’s still alive and kicking for this generation.
The research showed 58% opting to shop as a form of entertainment, “highlighting the opportunity for brands to resonate on a deeper level by injecting innovative ways for Gen Z to socialise within their retail spaces”.
Some 42% of survey respondents said they treat shopping like a social activity and that’s not only happening in physical spaces. Of those surveyed, 52% said they’re likely to share something they like online with friends through a picture/message; 47% said they shop for fun and save things for later; 48% said their preferred method to discover a new shop/brand would be recommendations from friends/family; and 22% said it would be from an influencer/creator content recommendation. All of that means webstores, brand social channels, and friends and family posts are hugely important to these shoppers.
Snapchat said this means a “golden opportunity for brands and retailers to capitalise on Gen Z’s unique shopping preferences, tailoring retail experiences to offer greater value and build deeper relationships”.
It sees itself as a key channel for retailers to reach Gen Z consumers saying that “with the majority of Gen Z (52%) likely to share something they like online with friends through a picture/message and Snapchat’s unique reach of 90% of 13-24-year-olds and 75% of 13-34-year-olds, this research highlights the significant potential for retail engagement, particularly on Snapchat, connecting brands with shoppers looking for inspiration”.
It also believes that young consumers’ desire to think about potential purchases for a few days “offers a window of opportunity for advertisers to boost engagement and sales”.
AR Specs
And the new product? The company has just announced the public launch of new lightweight ‘Specs’ coming in 2026. These are its augmented reality (AR) glasses, which are currently only available to developers, but allow people to interact with virtual objects in the world around them. They bring together AI and AR, and are claimed to have the potential to “transform virtual ‘try-ons’, creating a hybrid shopping experience, where people can see how items look on themselves”.
Ronan Harris, President of EMEA at Snap, said: “In the future, we believe the powerful convergence of augmented reality, optical AI and Specs will transform the way people live and shop — bringing this technology seamlessly into the real world. When it comes to retail, we see Gen Z as a turnaround opportunity. By 2030, Gen Z will contribute more wealthy people to every region in the world – dispelling the myth they are the ‘most broke generation’ ever. But there is also a huge opportunity right now, 70% of our community are using Snap’s augmented reality every day, with our AR Lenses used 8 billion times per day. Our research shows Gen Z want connection over frictionless consumption, with more than a third highlighting the appeal of virtual ‘try-ons’ — a technology that hasn’t been adopted by the majority of retailers yet.”
Mary Portas, broadcaster, author, and activist, added: “It’s bloody tough for retail right now… the future belongs to the retailers who understand people — especially the next generation shaping culture. Gen Z expects speed and convenience; but what they really crave is real human connection, meaning and shared experience. My team and I call this WE-Commerce: experiences that build social capital, spark belonging, and make brands truly magnetic. This is how the smartest retailers will win. Let’s not let this crisis paralyse us. Let’s unleash our creativity and make shopping better, more human, more joyful and magical than it’s ever been.”
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