GenZers rank Walmart as their top retail destination, yet they overall are diverse in their shopping preferences, according to a study by Numerator based on results from its Generations Hub, which gathers verified purchase and survey data.
Numerator reported Walmart gets 16% of Gen Z annual spend, followed by Amazon at 9%, Costco and Target at 6% each and Kroger at 4%.
The average Gen Z household spends $16,552 annually on consumer packaged goods, general merchandise and quick-service restaurants, making about 580 shopping trips a year and spending about $28 per visit, according to Numerator.
Still, Gen Z embraces shopping options, as 44% of consumers in the demographic have made a purchase on social media platforms. GenZers are 82% more likely than the average consumer to say social media and digital advertising influence their purchasing decisions, Numerator pointed out.
Numerator maintained 27% of Gen Z members surveyed said brands don’t connect with them in ways that feel genuine. Gen Z shoppers are 23% more likely than the average consumer to say they had moved to a competing label simply because they grew tired of a brand over time.
However, GenZers do like to put their own twist on things, with 57% preferring to customize products as a means of expressing themselves.
The Numerator study also indicated:
- Gen Z shoppers are a varied group, with 48% identifying themselves as White, 26% as Hispanic, 12% as Black and 12% as Asian.
- When it comes to households, 72% of Gen Z shoppers do not have kids, and 43% earn less than $40,000 a year.
- Gen Z is spread out geographically, with 43% in urban, 34% in suburban and 23% in rural communities.
- As they approach employment, 79% of GenZers value work-life balance and say it is a top factor when choosing a job, surpassing all other generations.
Although there is a small difference in how different observers characterize GenZ, Numerator defines it as starting with people born after 1995, which means that some members of the demographic are younger than 18 years old. The Numerator study looks at adult GenZ households.
