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
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.