Survey: Gen Z households spend average of $28 per shopping trip
With the holiday season around the corner, new data sheds light on the shopping and spending habits of Gen Z.
The average Gen Z household spends $16,552 (CPG, general merchandise, and quick-service restaurant spend) annually in stores, making around 580 shopping trips a year, and spending $28 per trip, according to Numerator’s Generations Hub.
The top retailers for Gen Z are Walmart (16% of spend), Amazon (9%), Costco (6%), Target (6%) and Kroger (4%). The top brands that overindex with Gen Z are The Ordinary (20% of Gen Z households), Samyang (19%), Victoria’s Secret (19%) and Fenty Beauty (12%).
[READ MORE: How Gen Alpha shops — and what they shop for]
Numerator found that more than a quarter (27%) of Gen Z shoppers say brands don’t connect with them in ways that feel genuine, and Gen Z shoppers are 23% more likely than the average consumer to say they would move to a competitor simply because they grew tired of a brand over time. Nearly six-in-10 (57%) Gen Z consumers prefer to customize products to express themselves.
Almost half (44%) of Gen Z shoppers have made a purchase on social media platforms, and they are 82% more likely than the average consumer to say social media and digital advertising influence their purchasing decisions.
Additional Gen Z insights from Numerator include the following:
- The overwhelming majority (72%) of Gen Z shoppers do not have kids, and 43% are low-income (less than $40k). Gen Z is also spread out across urban (43%), suburban (34%), and rural (23%) geographies.
- Gen Z shoppers are a diverse group, with 48% identifying as white, 26% as Hispanic, 12% as Black, and 12% as Asian.
- Nearly eight-in-10 (79%) Gen Z respondents value work-life balance and say it is a top factor when choosing a job, surpassing all other generations.
