Data reveals Gen Z shoppers are heading to the highstreet this golden quarter

Despite the popularity of e-tail during the festive seasons, a survey of 2000 Gen Z shoppers in the UK reveals that 88% are planning to shop in physical stores.

Aptos, a company that unifies commerce solutions, has published its 2023 Golden Quarter Consumer Survey revealing Generation Z shopping habits during the period that runs from October through December. The survey of 2,000 UK consumers, aged 16 to 26, revealed 80% plan to spend the same or more on Christmas gifts compared to last year and 88% said “visiting stores during the festive period is a top priority”.

Despite being digital natives, Gen Z consumers are branching out this year to attend in-store events and become immersed in the world of festive decorations, lights and displays. Just 12% of those surveyed started Christmas shopping prior to October, with 72% of their Christmas shopping will take place in November and December.

The report also explores the age group's expectations for in-store experiences and omnichannel cohesion. For example, it reported that 68% plan to use click-and-collect during the festive shopping period. What’s more, they said helpful sales assistants as well as speedy checkouts and returns are essential for a positive in-store experience.

In order to deliver retail magic this year, Zaki Hassan, General Manager of EMEA and APAC at Aptos, advises that retailers bridge the gap between physical retail and e-tail for the digital-native Generation Z.

Hassan said: “Gen Z hasn’t known a world without pervasive digital technology, and yet the physical store is still a major draw this festive period. As shoppers of all ages seek out stores – during the Golden Quarter and year-round – retailers are tasked with reinventing their stores for a modern, channel-agnostic age.

“The ability to deliver unified commerce is what enables the kind of memorable experiences that Gen Z and others crave.”