NRF partnered with IBM to take a look at Generation Z — those born between 1995 and present — to determine what drives shopping behavior in this youngest generation of consumers. Download the three part series.
NRF’s Consumer View series looks at what shapes retail, from retailers’ investments in technology to changing consumer preferences. In the Fall 2019 edition, we took a look at Generation Z (born 1995 and later) and found that these young consumers hold significant buying power.
- 87 percent of parents say their children influence at least some aspect of their purchases, either for household items or for themselves
- They are most likely to have an influence on clothes, outings, toys and food purchases
- Members of Gen Z are also most likely to spend their own money on entertainment purchases such as apps, books, music, toys and games