Generation Z include those born during the late 1990s and early 2000s, according to Britannica. The specific range of 1997 to 2012 is used by some sources, which would make members of this cohort currently between 13 and 28 years old.
And because a good chunk of them are starting their careers and making some money, that means they can participate in the economy in rather unique ways. NielsonIQ said that Gen Z is influencing the retail landscape by being digitally native, socially conscious and valuing authenticity.
With that knowledge in mind, is it smart to start investing in their favorite brands for long-term value?
Big Box Stores
Sam’s Club and Walmart
Sam’s Club is a division of Walmart (WMT). Walmart has had good performance historically, according to Yahoo! Finance. It has returned 17.45% year to date, compared with the S&P 500’s return of 12.26%. It has also beaten the index in 1-year (20.32% versus 11.00%), 3-year (117.20% versus 67.17%) and 5-year (15.45% versus 85.61%) returns.
Analysts like Walmart, with 40 of 42 analysts rating it a buy (31) or a strong buy (9) in November. One analyst rated it a hold, and one suggested it’s time to sell.
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Target
Target Corporation (TGT) had been popular with Gen Z until January, when they announced it was rolling back its diversity, equity and inclusion (DEI) programs. Customers of all ages stopped shopping there, and the stock has fallen 35.18% year to date. It’s also negative for 1-year (-24.76%), 3-year (-38.46%), and 5-year (-41.58%) returns.
For the most part, analysts like Target but they don’t love it. Of the 37 analysts that recently made their recommendations, most of them (22) recommended holding it. Seven rated it a buy, and the rest were pretty evenly split between, strong buy, sell and underperform.
E-Commerce Is Popular Among Gen Z
According to Vogue Business, GenZ is shopping online a lot. Many purchases are researched and made through social media sites, and smaller companies capitalize on the exposure that the popular platforms provide for low or no cost. A report by DHL found that, in 2024, 37% of online shoppers bought from Facebook, 28% from Instagram and 18% from TikTok.
While you can’t invest in the stocks of most of these small companies, you can invest in the platforms that make them successful.
Instagram and Facebook
Instagram and Facebook are both part of Meta Platforms, Inc. (META), one of the so-called “Magnificent 7” technology stocks (Alphabet, Amazon, Apple, Microsoft, Nvidia and Tesla are the others). While Meta has been positive in the short term, it has not kept pace with the S&P 500 in terms of year-to-date (1.73%) or 1-year (5.87%) returns. It’s 3-year (444.25%) and 5-year (121.7%) returns have been exemplary, however.
The analysts seem to be in agreement that Meta isn’t going anywhere. Od the 67 analysts who last rated the stock, 50 rated it a buy, with the remainder pretty evenly split between strong buy and hold. No analyst recommending selling or rated it as underperforming.
YouTube
YouTube is the most popular social media platform, according to a 2025 report by Pew Research, with 84% of adults saying they use it. It’s particularly popular among younger adults. Consumers use YouTube to search for and research products they intend to buy, as well as making purchases through the site.
YouTube is an Alphabet property, so to take advantage of the platform’s popularity, you’d want to buy Alphabet stock (GOOG). Another Magnificent 7 stock, Alphabet has far outperformed the S&P 500. It’s up 57.86% year-to-date, and 77.83% in the last year. It’s 3-year return is 214.83% and its 5-year return is 246.35%.
Analysts see no reason to abandon Alphabet. Of the 65 analysts who last rated the stock, 44 recommended buying it and 13 rated it a strong buy. The remaining 8 analysts recommended holding it.
Pinterest (PINS) went public in 2019 with a much-anticipated IPO. The stock rose 28.4% on the first day of trading, but since then, it’s only gained 5.09%. It peaked at about $80 per share in 2021, but has fallen considerably, to close at $24.96 o Nov. 21, 2025. The stock has negative year-to-date (-13.93%) and 1-year (-14.84%) returns, but a positive 3-year return of 4.87%. The 5-year return is -62.66%).
The analysts seem convinced that past performance does not indicate future results, as 29 of 40 recently rated Pinterest a buy, and 4 rated it a strong buy. Six analysts recommend holding the stock and one recommends selling.
TikTok
TikTok is a popular shopping platform, but it’s a private company so you cannot buy stock in it. It is wholly owned by ByteDance, a Chinese company.
Staying on top of trends is a good way to know which companies are more likely to provide strong returns in the future. Watching where Gen Z is spending their money can help you make the most of yours.
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This article originally appeared on GOBankingRates.com: Sam’s Club and 6 Companies Gen Z Buys From — Is It Time To Buy These Stocks?
