Gen Z is a generation of contrasts. While they’re the first group in history to grow up entirely with digital and mobile technology at their fingertips, they’re continuing to play a vital role in the revival of physical stores – highlighting the draw of gathering, shopping, and dining with friends in person.
While members of Gen Z are digitally native consumers,
they interact dynamically with brands both in-store and online.
and Tempted by Immersive Retail
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Payment Method Usually
Used to Make a Purchase
Gen Z Most Frequently Shop At
Discount/off price retailers
T.J. Maxx, Marshalls, Kohl’s,
Walmart, Target, etc.
The RealReal, ThredUp, etc.
Etsy, Depop, etc.
Family Dollar, etc.
Best Buy, Apple, Sephora,
Bath and Body Works, etc.
Ralph Lauren, Gucci, etc.
Shein, Zara, Uniqlo, H&M, etc.
Fast fashion retailers
Macy’s, Dillard’s, JCPenney,
Nearly the same share of respondents who shop
at brick-and-mortar stores (97%) also shop online (95%). Why?
Gen Z Wants the Brands They Shop to Support:
Ethical labor practices
sourcing, liveable wages)
The Real Influencers Are the
People Gen Z Know Best
Reviews on the product website
Online review websites/forums/blogs
Company/brand employees, store
Gen Z Value Speed, Convenience and Efficiency in the Shopping Experience
Gen Z consumers have certain expectations of the brands
they choose to support or the retailers they opt to shop.
Being able to get
what you want
customer service, enough employees
Ability to (accurately) check stock in-store ahead of time
Ability to buy online
and pick-up in-store
45% Debit card
17% Credit card
14% Mobile payment
3% Buy now, pay later
Members of Gen Z are coming
of age in an uncertain economy, and four in five respondents say they’re worried, as inflation, interest rates, and the prospect of a recession continues to impact their outlook.
shop online to
find better prices and deals
shop in-store to see, touch and try products
shop in-store to get products immediate
(Apple/Samsung Pay, Venmo, PayPal, etc.)
click the pie chart to learn more
associates, or seeing products in-store
The Rise of the
Gen Z Consumer
The member organization for industry advancement, ICSC promotes and elevates the marketplaces and spaces where people shop, dine, work, play, and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights – all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.
ICSC’s latest report aims to uncover the shopping habits and behaviors of this new cohort of consumers, exploring drivers like the state of the economy, social media, and brand ethics.