Research has shown that the covid pandemic has played a crucial role in shaping Gen Z trends especially their buying behaviour. Though Gen Z has always been seen as the digital generation, the pandemic intensified this somewhat.

1. GEN Z SHOPPING TRENDS
2022
020 3195 5250 hello@thisisselfhood.com

2. 020 3195 5250 hello@thisisselfhood.com
Research has shown that the covid pandemic has played a crucial
role in shaping Gen Z trends especially their buying behaviour.
Though Gen Z has always been seen as the digital generation, the
pandemic intensified this somewhat. A study found that 30% of
Gen Z shoppers plan to shop less in physical shops than before.
Correspondingly, we have seen several buying trends emerge
linked to online shopping, though not exclusively.
In this article, we’ll be discussing some of the trends we saw in
2021. These trends, no doubt, will give an insight into Gen Z buying
behaviour in 2022.
Impulse Buying
One of the most notable features of Gen Z buying behaviour is a
lack of impulse control. Nearly 60% said they had made a purchase
randomly after seeing it online. There are several reasons for this
trend.

3. 020 3195 5250 hello@thisisselfhood.com
We're More Likely to Make Impulse Purchases Online
The evidence for this comes on the back of a study that concluded
that people are less able to self-regulate their spending online than
in person.
We Spend More When We're Under Stress
The second point may be self-evident - as many as 80% of Gen Z
were worried about their financial stability during the wake of
covid.
Once more, a third reported that their work/life balance had been
adversely affected. Another 50% felt anxious about their studies.
There is evidence that people are more likely to make impulse
purchases during uncertain times.

4. 020 3195 5250 hello@thisisselfhood.com
In a study of residents impacted by hurricanes Katerina, residents
experiencing depression and trauma were more likely to partake in
impulse buying. This was partly due to a perceived lack of control
in their everyday lives. Impulsive buying was a means to elevate
their depressive state. This idea is reinforced by evidence showing
that people are more likely to purchase from advertising or
stimulus that evokes a positive emotional response. In such cases,
the positive emotion would trigger subsequent impulsive spending.
More purchasing power
Another trigger for impulse may come on the back of the increased
buying power that we see with this generation. Gen Z represents
$44 billion in direct buying power. Buying power or purchasing
power refers to the amount of credit available to a consumer, in
other words, how much money they have to buy.
When we have more money to spend, we often see people’s
spending increases, also known as lifestyle inflation.

5. 020 3195 5250 hello@thisisselfhood.com
Gen Z's Have High Expectations of the Shops They
Use
72% of Gen Zs expect shops to already know what kind of
purchases they want to make. In other words, they expect more
niche advertising. This factors into our second point:
Gen Z’s Want Brands to Reflect Their Interests and
Values
A book on the marketing behaviour of Gen Z explicitly documents
this fact. They have a particular interest in race, gender and
educational equality. They likewise want to see brands that reflect
these values. For example, 71% of Gen Zs felt brands must address
diversity and inclusion. This was concerning advertising and
branding and company employment diversity policies. Moreover,
Gen Zs want to see honest and consistent social awareness rather
than publicity stunts to evoke social advocacy.

6. 020 3195 5250 hello@thisisselfhood.com
They Expect an Omni channel Shopping Experience
Another defining feature of Gen Z buying behaviour is making
their purchases. It's well documented that technology has
influenced Gen Z from birth. As a result, we see a fluidity between
different digital devices and social media channels. In short, 51% of
Gen Zs expect to make purchases quickly between other shopping
channels, such as in-store, through social media, websites and apps.
Conclusion
Hopefully, this has highlighted some of Gen Z most notable
shopping habits. However, if you want more insights into the next
generation, visit Selfhood today to get expert opinions, direct
commentary and reporting from Gen Zs themselves.

7. 020 3195 5250 hello@thisisselfhood.com
Address:- Soho Works, 2, Television Centre, 101
Wood Lane, London, UK - W12 7FR
Landline number:- 020 3195 5250
Email Id:- hello@thisisselfhood.com
Website:- https://www.thisisselfhood.com/
Instagram:-
https://www.instagram.com/selfhoodcollective/
Contact Us