TikTok finds and homemade gifts, trips to the mall and the endless search for “dupes” – gen Z’s shopping habits are shaking up retail in the run-up to Christmas. And with price tags climbing and brand loyalty slipping, retailers this season must work harder to earn this generation’s dollar.
Gen Z’s spending power is expected to near $12tn by 2030. But this year those aged 13 to 28 are expected to cut their holiday spending by a whopping 23% – a sharper decline compared to other generations – according to a recent PwC report.
