Action And Activism: Gen Z Influence On Holiday Shopping

December 10, 2023

Action And Activism: Gen Z Influence On Holiday Shopping, Zoryana Zagorodnya,, December 1, 2023

It’s the “most wonderful time of the year” again, when our thoughts turn to jingly bells, Christmas carols, and the mad dash to find that perfect gift for loved ones. According to a recent NRF survey, we can expect to see a 4% increase in holiday shopping sales this year with e-commerce expected to surpass brick-and-mortar. But that’s not the only surprise.

While studying Gen Z behavior, it was discovered that experiences linked to action and activism hold the most significance. Gen Z are known for their proactive nature, meticulous attention, efficient use of time, and mindful approach to consumption.

While not considered “traditional” shoppers, Gen Z is still expected to have a major impact on holiday sales this year. According to recent PwC research, they will spend 15% more than 2022 which is the widest percentage increase of any age group. Let’s take a closer look at what this means.

How Gen Z’s shopping behavior is different from the other generations

Gen Z consumers crave personalized experiences more than any other age group. According to Statista research, 52% percent of Gen Z’s are likely to buy a personalized gift versus 36% of the general public.

That is one reason why e-commerce, and increasingly social commerce, is so influential. A Gen Z consumer is more likely to order gifts directly through social media marketplaces.

Right now, TikTok recommendations are full of trending items for Christmas 2023 that you didn’t know you needed, probably don’t need, but will want to buy anyway. Novelty gifts, decorations, outfits for New Year’s Eve, and of course make-up trends like which red lipstick to choose to look just stunning are a few examples.

Influence of sustainability

A recent study conducted by IBM revealed that a significant 73% of consumers now consider sustainability a major factor when making their holiday purchases. 29% of responders take carbon emissions seriously, while 38% will try to reduce the usage of single-use plastics during this holiday season.