How Gen Z is offering retailers a 'golden opportunity'

According to a new report, retailers looking to reinvigorate consumer spending growth should rethink their approach to Gen Z shoppers, who are more "budget-conscious" and "thoughtful" than often assumed.

The YouGov study, launched by Snapchat UK and Portas Agency, surveyed 2,000 Gen Z consumers and found that 95% of respondents wouldn’t describe themselves as impulsive shoppers. Instead, 25% identified as "budget-conscious", and 20% as "thoughtful and considered".

The research highlighted how Gen Z blends both physical and digital experiences during a longer discovery phase before committing to a purchase.

Key findings include:

• 70% find shopping more appealing when they can save or capture items to review later.
• 57% leave online items in their baskets for days or even weeks.
• 53% take over two days to decide on a purchase.
• 58% are inspired to buy something only after it "feels right".
• 35% find shopping more appealing when they can virtually try on products.

The study also revealed that shopping remains a form of entertainment for this generation, with 58% saying they "hang out at the mall," suggesting an ongoing demand for retail as a social experience.

The research points to a "golden opportunity" for retailers to tailor their strategies to Gen Z’s preferences, with 52% of Gen Z saying they share products they like online.

Mary Portas OBE, broadcaster, author, activist and founder of Portas Agency, said: "It’s bloody tough for retail right now.

"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."