As the holiday season approaches, Gen Z shoppers are taking center stage in the shopping scene, influencing not only the retail industry but also making a significant mark on the economy. The International Council of Shopping Centers’ report, “The Rise of the Gen Z Consumer,” highlights the distinctive preferences and behaviors of this generation that are reshaping the way we approach holiday shopping.
Unlike previous generations, Gen Z stands out for their inclination towards physical stores, bucking the trend of relying solely on online shopping convenience. According to the ICSC report, nearly 97% of Gen Z respondents who shop in physical stores also engage in online shopping (95%). For 30%, the appeal lies in acquiring products immediately, while 28% are drawn to the tactile experience of seeing, touching, and trying out products in person.
For Gen Z, a visit to the mall is not just about buying gifts; it’s an immersive experience that involves gathering, shopping, and dining with friends. To tap into this growing opportunity and earn their loyalty, retailers need to bridge the gap between online and offline shopping behaviors.
You Had To Be There
Gen Z is leading the charge in in-store shopping during special sales days, from Thanksgiving to Black Friday weekend. The excitement of the bustling mall atmosphere during the holiday rush is what they crave. The JLL research indicates that 49.6% of Gen Z shoppers prefer malls, surpassing the average of 40.8% for other generations. The draw is not only the deals but the festive ambiance, from music and lights to the aroma of seasonal treats.
Gen Z, known for their strong sense of community, values the opportunity to spend quality time with friends while shopping for gifts. The holiday season becomes a time for bonding, sharing fashion advice, and enjoying meals together amidst glittering holiday decorations.
Their preference for physical stores goes beyond social desires; it’s a response to unique shopping habits influenced by factors such as the economy, social media, and brand ethics. According to the ICSC report, speed, convenience, and efficiency are the top drivers of in-store shopping for Gen Z.
Social Still Matters
Social media continues to play a crucial role in shaping Gen Z’s holiday shopping habits. Platforms like Instagram and TikTok are favored, with 46.5% turning to Instagram and 38.5% to TikTok for holiday shopping inspiration. Instagram’s visually appealing posts and shoppable tags offer a curated shopping experience, while TikTok’s quick, entertaining videos provide creative gift ideas and firsthand shopping experiences.
Recognizing this trend, JLL is partnering with influencers to create “holiday haul” video content, positioning local centers as the ultimate source of style and gifting inspiration. Gen Z, armed with smartphones and recommendations from influencers, engages in immersive experiences that bridge the online and offline worlds, such as treasure hunts for the perfect gifts.
As Gen Z makes purchases, they do so with intention, preferring brands that align with their values of authenticity and ethical practices. More than half (53%) prefer brands that support mental health, and 47% each prefer those supporting sustainability and racial and gender equality.
The Future Of Holiday Mall Shopping
Gen Z’s impact on the economy is undeniable. Their preference for in-store shopping injects life into malls and physical retail, revitalizing these spaces in the digital age. Shopping malls adapting to meet Gen Z’s demands—offering immersive experiences, exclusive deals, and a seamless blend of offline and online options—are likely to enjoy sustained loyalty.
In a world defined by digital interactions, Gen Z’s commitment to the in-store experience signifies their desire for genuine connections and meaningful moments. The holiday season is not just a time for exchanging gifts; it’s an opportunity to create lasting memories, engage with social media, and support brands that share their values. By blending nostalgia and innovation, shopping malls can leave a lasting impact on the retail industry, ushering in a new era of retail during the most wonderful time of the year. Gen Z’s holiday shopping habits are more than just a trend; they symbolize an opportunity to tap into community, individuality, and the power of conscious consumerism, shaping a new era of retail during the holiday season.