Survey: Gen Z values in-store shopping
Digitally-native Gen Z shoppers are more likely to visit retail stores than older generations, with many saying they enjoy the experience of in-store shopping.
That’s according to a new survey from payment technology company Adyen. Nearly three-quarters (73%) of 18-27-year-olds included in the survey said they shop in-store at least once a week, compared to 65% of Baby Boomers.
When asked whether they considered shopping in physical locations a chore or an enjoyable experience, 57% of Gen Z thinks of it as an experience, compared to just over a third (35%) of baby boomers.
Nearly half (49%) of Gen Z shoppers surveyed often buy online and pick up in-store and 38% return online purchases in-store. By comparison, the number of baby boomers who use stores for pick-ups and returns is 28% and 6%, respectively.
“As the first true digital natives, Gen Z blur the lines between online and in-store shopping,” said Holly Worst, Adyen VP of retail. “They want a fast, stress-free shopping experience that doesn’t just fit in with their lives but is part of it.”
One area where shoppers across all generations agree is that in-person shopping is still where they spend the most:
- 45% of Gen Z spend more in-store vs 37% online.
- 44% of millennials spend in-store vs 34% online.
- 48% of Gen X spend more in-store vs 28% online.
- 53% of baby boomers spend more in-store vs 27% online.
- 61% of the silent generation spend more in-store vs 14% online.
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Gen Z is also more comfortable making large purchases online. Nearly four-in-10 (38%) said they typically make expensive purchases online, compared to 37% who prefer in-store for high-ticket items. By comparison, Adyen found that:
- 41% of millennials prefer in-store for big purchases vs 31% online.
- 44% of Gen X prefer in-store for big purchases vs 26% online.
- 49% of baby boomers prefer in-store for big purchases 22% online.
- 61% of the silent generation prefer in-store for big purchases vs 17% online.
Despite their preference for in-store shopping, Gen Z does have some stipulations. Sixty percent of Gen Z will abandon their purchase if checkout lines are too long. If their preferred payment method isn’t available, 28% will abandon an in-store purchase if they can’t pay the way they want.
Adyen’s research was conducted by Censuswide, among a sample of 2,001 U.S. consumers over the age of 18. The data was collected between September and November 2024.
