It’s Gen Z for the holiday win! With a staggering $360 billion in spending power, this digital-native generation is the golden ticket for brands this festive season. On track to become the wealthiest generation ever, with an anticipated spending potential of $12 trillion by 2030, they’re also expected to lead holiday spending this year. As we unwrap Gen Z’s holiday shopping behavior, we’ll discover why traditional marketing tactics might as well be coal in their stockings. Understanding Gen Z is key for any brand to succeed this holiday season. We’ll peek into their preference for creator recommendations, their last-minute shopping tendencies, and more.
So, grab your peppermint mocha, and let’s dive into the Gen Z consumer behavior — where influence meets innovation, and authenticity is the best gift.
Gen Z’s Holiday Shopping Behavior
Big Spenders or Penny Pinchers?
Big spenders. Second only to Millennials, whose expected spend will surpass $2K per person this holiday season, Gen Z’s spending is expected to increase for the holidays by a jaw-dropping 35 percent compared to last year. We’re talking an average spend of $1,752 per person, according to PWC.
Their approach blends self-care, earth-conscious choices, and financial mindfulness. They’re not just looking for deals — they’re seeking experiences, authenticity, and brands that align with their values. And they’re not just spending—they’re spending thoughtfully and influencing deliberately, with purchasing decisions that ripple across generations and shape trends.
Early Birds or Late Shoppers?
Let’s get into timing. While Gen Z is quick to click “add to cart” on their favorite influencer’s must-haves, they’re not exactly early birds when it comes to holiday shopping. Half of these savvy spenders are holding out until November (or later) to even start their gift hunt. Later is better, and procrastination is the new planning.
Impulse Buyers or Strategic Spenders?
Just an FYI, late-season shopping isn’t the same as reckless spending. This year is not so much about impulse buys as it is about meaningful splurges balanced with some savvy deal-hunting. For instance, on average, they’re planning to spend about one-third of their holiday budget to treat themselves (hello, self-care). And one in four is making plans to shop secondhand for holiday gifts.
In-store or Online Shoppers?
Yes.
Gen Z shoppers are masters of omnichannel shopping, seamlessly blending in-store and online experiences. Around 45 percent of their spending happens in-store, showing that physical retail remains an integral part of their shopping journey. However, this generation demands frictionless transitions across platforms and devices. They expect to browse products on their phones, explore them in-store, and complete their purchase through an app — all without skipping a beat.
This tech-savvy group is also reshaping e-commerce trends. Nearly 42 percent of Gen Z are willing to purchase directly from social media platforms like Instagram and TikTok, where they already discover products through creator recommendations and interactive posts. Mobile-friendly interfaces, self-checkout options, and apps with loyalty rewards are high on their list of priorities when choosing where to shop.
Brands take note: the future of holiday shopping is social commerce — a perfect hybrid of convenience, discovery, and instant gratification.
Influenced or Unbothered?
Influenced.
Gen Z doesn’t just watch creators; they are creators. More than 40 percent of Gen Zers consider themselves video content creators, contributing to the explosion of the creator economy, where Gen Z accounts for 14 percent of its power. It’s no surprise that 75 percent of Gen Z consumers make purchasing decisions based on recommendations from their favorite creators. Platforms like TikTok and Instagram have evolved into trusted shopping hubs, offering everything from product reviews to curated gift guides.
Unlike traditional ads, creator content resonates because it feels authentic and relatable. Gen Z prefers real people showcasing products in everyday settings over polished campaigns that feel staged. Whether it’s a TikTok gift haul or an Instagram Story tutorial, creators have become full-blown shopping advisors, blurring the lines between entertainment and commerce.
For brands, investing in creator partnerships is no longer optional — it’s essential to capturing the attention and loyalty of this highly influential generation.
Here’s How to Capture Gen Z’s Attention This Holiday Season
Be Social Commerce-Ready
Social media isn’t just a discovery tool for Gen Z — it’s a shopping destination. Platforms like TikTok and Instagram dominate their holiday shopping journey, with nearly half of Gen Z willing to complete purchases directly through these platforms. For marketers, this means ensuring that social media content flows seamlessly into checkout experiences. Shoppable posts, interactive polls, and product drops can help brands engage audiences while simplifying the path from browsing to buying. Brands that effectively leverage social commerce are well-positioned to capture this generation’s attention.
Leverage Creators and UGC (User-Generated Content)
The influence of creators on Gen Z cannot be overstated. This generation doesn’t just follow influencers — many see themselves as part of the creator economy. To make the most of this trend, brands should focus on authentic partnerships with creators whose audiences align with their target market. Encouraging user-generated content, such as TikTok hauls or Instagram unboxing videos, can provide a layer of relatability that resonates with Gen Z’s expectations for authenticity.
Create Campaigns That Speak to Gen Z’s Values
For Gen Z, shopping is about more than just acquiring products; it’s about aligning with brands that reflect their personal values. Sustainability is often a deciding factor, with eco-friendly packaging, recycled materials, and secondhand options earning their favor. Inclusivity is equally important, and brands that celebrate diversity in their marketing or product lines often stand out. Transparency is non-negotiable—Gen Z expects brands to be upfront about pricing, shipping, and ethical practices. However, marketers should tread carefully, as Gen Z has a keen ability to detect inauthentic messaging. Brands that can genuinely demonstrate their commitment to sustainability and inclusivity will win their loyalty.
Lean Into FOMO and Flash Sales
Gen Z thrives on the excitement of exclusivity and urgency, making FOMO (Fear of Missing Out) a powerful motivator. Flash sales, limited-edition bundles, and holiday drops can create a sense of scarcity that drives this generation to act quickly. Countdown timers and early-access deals help build anticipation, while personalized gifting options add a thoughtful touch that appeals to their value-driven mindset. However, brands should balance these tactics with meaningful messaging to avoid overwhelming their audience.
The Omnichannel Experience: Meeting Gen Z Everywhere
You sort of have to be in all the places. Why? Because Gen Z seamlessly blends online, mobile, and in-store experiences, making them the ultimate omnichannel shoppers. For brands, this means offering frictionless transitions across platforms and formats. Mobile optimization is crucial, as many Gen Z shoppers rely on their phones to browse and buy. In-store technologies like self-checkout and app integrations can further enhance the experience for those who enjoy physical retail. And in-store is an experience for them. Ensuring that branding and messaging are consistent across all touchpoints helps build trust and familiarity, which are essential for winning over this digitally savvy generation.
The Last-Minute Shopper Strategy
Half of Gen Z shoppers wait until November or later to start their holiday shopping, presenting a unique opportunity for brands. Promoting fast shipping options and clearly displaying order deadlines can reassure these late shoppers that their gifts will arrive on time. Digital gift cards are another effective option, providing a convenient solution for last-minute buyers. Additionally, late-season flash sales can help capture the attention of procrastinators while boosting sales in the final weeks of the holiday season.
Conclusion
Gen Z’s holiday shopping habits are as dynamic and diverse as the generation itself. They blend convenience, authenticity, and values into thoughtful purchasing decisions. For marketers, the key to connecting with this influential audience lies in embracing social commerce, creator-driven campaigns, and seamless omnichannel experiences.
By focusing on these strategies, brands can position themselves as trusted allies in Gen Z’s holiday shopping journey. This season, the brands that align with Gen Z’s values and meet them where they are will not only capture their wallets but also their loyalty.
