According to a recent MakerSights report emailed to Retail Dive, 75% of Gen Z respondents said they preferred to shop in store, but when asked where they "actually shop," most Gen Z shoppers said they bought goods online. The report also indicated that about 67% of Gen Z shoppers are influenced by social media ads, followed by email and TV ads.
The report found notable differences between Gen Z shoppers who like and dislike shopping. Gen Z shoppers who enjoyed shopping were more likely to have an ideal closet made up of specialty and designer brands, whereas Gen Z shoppers who didn't like shopping were more likely to want a closet with department store goods, the report found. Sixty-five percent of Gen Z shoppers who dislike shopping also preferred to make a plan before a shopping trip.
Another key differentiation between Gen Z consumers who like and dislike shoppers lies in the price they'll pay for clothing. Gen Z shoppers who enjoy shopping said they buy clothes at full price 25% to 50% of the time, but Gen Z shoppers who don't like shopping said they buy clothing at full price less than 25% of the time.
Gen Z's unwillingness to pay full price for goods more than 50% of the time could explain this cohort's interest in fast fashion brands. The report indicated that Gen Z shoppers said they feel most aligned with brands like Zara, H&M and Urban Outfitters, and named affordability as its top value when making purchasing decisions. Quality, lifestyle and brand image took the following top spots. That shouldn't come as a shock given that 2018 research from the National Retail Federation also found price to be a key motivator for Gen Z shoppers.
MakerSights' research suggests that marketers need to change how they approach Gen Z consumers based on whether they like to shop or not. Though social media marketing appears to be the most effective method for reaching Gen Z consumers, the report indicated that 75% of Gen Z shoppers who enjoy shopping are motivated by social media, but only 50% Gen Z shoppers who dislike shopping said that social media drove them.
Another key takeaway from the report is Gen Z shoppers desire to shop in brick-and-mortar stores. Though its findings somewhat contradict previous reports that Gen Z consumers shop more in store than online, the report does support the trend that Gen Z shoppers are more interested in shopping offline. That's all the more reason why retailers need to work on merging their online and offline shopping experience to woo this generation.