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Chart showing: Gen Z Online Shopping Habits

Gen Z Shopping Habits

Effective marketing strategies to use on Generation Z buyers requires having a good understanding of their likes and ways of life. This includes knowing how they shop and what they buy—both online and in-store.

Here’s a look at Gen Z’s shopping habits and how they differ when purchasing online and in brick-and-mortar stores.

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Gen Z online shopping habits

According to a recent survey of Gen Z’s shopping habits, the top products consumers in this age group (defined as those aged 18 to 24) purchase online are those in the clothing and shoes category. As many as 57% of Gen Z shoppers—or close to three in five—say they get these items over the internet. 

This is followed by entertainment products and electronics, which 44% and 40% of them acquire online, respectively.

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Beauty products, as well as merchandise relating to leisure, sport, and hobby, are also popular items Gen Z consumers buy online. 32% and 28% of those surveyed say they purchase products in these two categories on the internet. 

Gen Z’s online shopping habits also show that jewelry and accessories are also often bought online, with just under one in three (28%) of the Gen Z population getting these items digitally.

This is followed by:

  • Groceries: 24%
  • Automobile parts or accessories: 21%
  • Pharmaceutical products: 21%
  • Home and garden: 21%
  • Children’s products: 19%

    Gen Z shopping habits (offline)

    Chart showing: Gen Z shopping habits (offline)

    The survey results on Gen Z’s shopping habits show vastly different acquisition styles in brick-and-mortar stores. For instance, where just under one in four Gen Z consumers say they buy groceries online, a big majority of them (86%) say they do so in-store.

    This group of young shoppers also purchases clothing and shoes and pharmaceutical products in-store, with 56% of them saying they do so offline (compared to 57% and 21% who do so online).

    This is followed by beauty items, which just over half (51%) of Gen Z buyers acquire in-store. Products related to leisure, sport, and hobby and home and garden make up the top six product categories Gen Z shoppers prefer to buy offline, at 38% and 36%, respectively.

    Here are the other products Gen Z consumers purchase offline and the share of them who do so:

    • Electronics: 34%
    • Jewelry and accessories: 34%
    • Entertainment: 32%
    • Children’s products: 29%
    • Automobile parts or accessories: 27%

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