A reporter was in a store with a Gen Z shopper who was looking to buy new black denim jeans. But the retailer didn’t have the “right” black jeans in that store’s denim department. Rather than ask an associate for help, the young shopper went on the retailer’s site and—while standing in the middle of the denim department—purchased what he wanted online to have it shipped home. Apparently, this in-store/online symmetry is perfectly average Gen Z shopping behavior and something retailers should not only expect but be prepared to meet.
“Gen Z values the tactile experience of shopping in-store, especially for clothing,” said PMG’s Angela Seits, managing director, strategy and insights at the digital advertising agency, in an interview with the Lifestyle Monitor™. “This generation grew up with technology at their fingertips, but when it comes to high-involvement purchases such as fashion, they still appreciate being able to see and feel products before buying. The ability to get their purchase instantly, rather than waiting for shipping, is also a big motivator. However, when stores don’t have what they’re looking for, Gen Z seamlessly switches to their phones to complete the transaction online.”
To be sure, more than three-quarters of Gen Z consumers, who are about 14 to 28 years old, like to purchase clothing in a physical store because they like to see the item in person (77 percent), make sure it fits (76 percent) and actually try on the clothes (70 percent), according to Cotton Incorporated’s 2024 Lifestyle Monitor™ Survey. Gen Z also likes to shop in-store because they can feel the fabric (54 percent), there are no shipping costs (47 percent), they like the shopping experience (36 percent), and it satisfies their need for instant gratification (34 percent).
Despite this affinity for in-store shopping, e-commerce is a powerful force with this younger generation. Gen Z prefers to browse online (73 percent) rather than in-store (25 percent), according to the 2023 Cotton Council International (CCI) and Cotton Incorporated Global Lifestyle Monitor™ Survey. And for repeat purchases, these shoppers will use e-commerce far more often than go in-store (67 percent versus 28 percent).
“Mobile shopping is a growing phenomenon for Gen Z,” Seits said. “PMG’s recent The Evolved Retail Landscape report shows that 45 percent of Gen Z still hit the stores to find the perfect fit, check out quality up close and leave with their purchase in hand. However, they also express frustration with limited in-store availability, which sometimes forces them back online. While in-store experiences help with fit and quality checks, phones remain their go-to for the convenience of finalizing purchases quickly and easily.”
McKinsey & Co. explains in an article that as “the first real digital natives, Gen Zers—speaking generally—are extremely online. Gen Zers are known for working, shopping, dating and making friends online.” This always-online lifestyle means this generation is on top of trends, especially when it comes to clothes. McKinsey research shows their styles are ever changing and looks that are in vogue one month might be out the next.
“Their trend-chasing habits are supported by fast-fashion retailers supplying accessible ways to switch it up,” the McKinsey article states. “One Gen Z staple shop, Chinese fast-fashion giant Shein, adds 6,000 new products to its website per day. This may seem at odds with the generation’s values of sustainability, but the speed at which Gen Z trends change and their desire for unique style can sometimes overcome their eco-scruples.”
Close to half of all Gen Z/Millennial consumers (45 percent) say they buy more apparel online now than in the past several years, according to Global Monitor™ research. Additionally, according to Cotton Incorporated’s Online Shopping Survey 2024, Gen Z orders more clothing packages online (four packages out of seven contain apparel) than any other generation (three packages of seven contain apparel). Further, 54 percent of Gen Z and Millennial consumers say sustainability is nice, but not as important as price, fit, comfort, etc. (2023 Global Monitor™).
“Gen Z talks sustainability but shops fast-fashion,” Seits said. “Right now, convenience is winning. But this is a call to action: brands have an opportunity to make sustainable fashion as appealing and accessible as the products Gen Z already seeks. By embracing the current #underconsumptioncore trend that emphasizes fewer, better products, by prioritizing traceability and by championing environmentally conscious production methods, brands can turn sustainability into the path of least resistance.”
Gen Z’s yen to spend is also piqued through social shopping—or shopping directly from social media platforms. This is a growing retail avenue for Gen Z, according to YPulse, which reports 57 percent of 13- to 39-year-olds agree, “I shop more often because I see things I want to buy on social media.” Emarketer is forecasting U.S. social commerce sales will total $83 billion for 2024, accounting for nearly 7 percent of total e-commerce sales.
Currently, the top online purchases among Gen Zers include T-shirts (77 percent), according to the Online Shopping Survey. That’s followed by sweatpants/joggers/leggings (57 percent), sweatshirts or sweaters (55 percent), underwear (48 percent), athletic shorts/pants (42 percent), and socks (40 percent). Of note, 77 percent of Gen Z shoppers will order more items than they intend to keep, which is significantly more than Millennials (69 percent) and Gen X (44 percent).
This impulse shopping and overordering is likely to grow, as Seits sees influences coming not just from social platforms, but TV shows.
“Shoppable TV is quickly emerging as a key channel for Gen Z, seamlessly blending entertainment and commerce in real-time,” Seits said. “Social media still leads the way, with 55 percent of Gen Z making purchases directly through social media in the past six months, but shoppable TV offers a new level of interactivity that’s set to grow. Amazon is already capitalizing on this trend by expanding partnerships with TikTok, Pinterest and Meta to streamline in-app shopping. Streaming platforms are next.”
So much for the influence of the glossy magazines, which used to wield all the fashion power. Seits said those publications barely register with Gen Z.
“Their style icons live on TikTok, YouTube, Instagram and TV screens,” Seits explained. “What sets this generation apart? They don’t hunt for fashion; they expect it to find it through the platforms they trust. The shift from dictated trends and editorial POVs to curated inspiration is a sign of progress. It lets Gen Z tailor their style to match who they are—or who they want to be. Fashion and beauty are now forms of self-expression, not just rules to follow.”
The Cotton Incorporated Lifestyle Monitor™ Survey is an ongoing research program that measures consumer attitudes and behaviors relating to apparel, shopping, fashion, sustainability, and more.
For more information about the Lifestyle Monitor™ Survey, please visit https://lifestylemonitor.cottoninc.com.