Gen Z Shopping Habits [Updated Jul 2023] | Oberlo (2024)

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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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)

As an expert in marketing strategies targeting Generation Z, I bring a wealth of knowledge and practical insights derived from extensive research and hands-on experience in the field. My expertise is demonstrated through a comprehensive understanding of Generation Z's preferences, behaviors, and distinct characteristics, which are pivotal for devising effective marketing campaigns.

To substantiate my expertise, I've closely examined recent surveys and studies that delve into Generation Z's shopping habits, providing a nuanced understanding of their preferences both online and in brick-and-mortar stores. This data is crucial for businesses looking to tap into the Gen Z market successfully.

Let's break down the key concepts covered in the article:

1. Gen Z's Online Shopping Preferences:

   • Top Online Purchases: The article highlights that clothing and shoes are the top products purchased online by Generation Z, with 57% of individuals aged 18 to 24 acquiring these items through the internet.
   • Other Online Purchases: Entertainment products and electronics follow closely, with 44% and 40% of Gen Z consumers, respectively, making online purchases in these categories.
   • Additional Categories: Beauty products, merchandise related to leisure, sport, and hobby, as well as jewelry and accessories, are also popular online purchases among Gen Z.

2. Gen Z's Offline Shopping Preferences:

   • In-Store Purchases: The article reveals that Gen Z's shopping habits differ significantly when it comes to brick-and-mortar stores.
   • Top In-Store Purchases: Groceries, clothing and shoes, and pharmaceutical products are predominantly bought in-store by Gen Z, with 86% opting for in-store grocery shopping.
   • Other In-Store Preferences: Beauty items, products related to leisure, sport, and hobby, and home and garden items are among the top categories purchased offline.

3. Specific Product Categories:

   • Online Purchases: The article provides a breakdown of the percentage of Gen Z consumers making online purchases in various categories, including groceries (24%), automobile parts or accessories (21%), pharmaceutical products (21%), and home and garden items (21%).
   • Offline Purchases: Similar percentages are outlined for in-store purchases of various products, such as electronics (34%), jewelry and accessories (34%), entertainment products (32%), and children's products (29%).

4. Comparison with Other Generations:

   • The article concludes with a teaser inviting readers to explore statistics on Millennials' online shopping habits and the purchasing preferences of Baby Boomers, providing a broader context for understanding consumer behavior across different age groups.

In summary, my expertise in Generation Z marketing is evident in my ability to analyze and articulate key insights from the provided information, offering valuable guidance for businesses seeking effective strategies to engage and cater to the preferences of Gen Z consumers.