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.
Keeping up with Gen Z
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
Uniquely Gen Z
The first in a three-part global study explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. This report is one of the largest studies to date of the post-Millennial generation.
Gen Z brand relationships
The study looks at how Gen Zers interact with brands and each other, their expectations and desires, how they are changing the dynamics of engagement as well as how brands can build strong relationships with this group of burgeoning consumers.
What do Gen Z shoppers really want?
The third installment examines what this youngest generation considers to be “retail essentials” as well as what delights and engages them, expectations for the retail environment, their usage and attitudes toward technology and what customization means for them.
More stories about Gen Z

How Gen Z is influencing retailers’ acquisition strategies
The distinct qualities of Gen Z is changing more than marketing strategy.
Read more

Young adults most likely to spend more this holiday season
Most consumers plan to spend the same as last year according to a survey from NRF.
Read more

Generation Z is shaping the back-to-class shopping season
Episode 73: Returning to class looks different for young consumers than generations past.
Read more

Holiday shopping habits of Gen Y vs. Gen Z
NRF surveyed young consumers to understand what is motivating young shoppers.
Read more