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Gen Z, the generation born after 1995, has already proven to be a force for the retail industry to watch closely. With their influence on household spending (even if they’re not doing the spending themselves) and new attitudes toward brand relationships, it would be a mistake not to keep Gen Z top of mind in retail strategy.
But what separates this youngest generation of consumers from their parents or grandparents, and what does that mean for retailers this holiday season? From using online wish lists to making impulse buys, NRF’s 2017 Holiday Planning Playbook reveals new insights into how Gen Z is approaching the holidays differently than their older counterparts at all steps along the path to purchase.