As consumer habits continue to evolve, Gen Z shopping trends are shaping the future of retail. While preferences for sustainable and British-made goods span across generations, younger consumers are leading the shift towards prioritising quality and craftsmanship over cost.
In our Supply Chain Insights Report, which reviews the trends of the last decade, we uncover where people are shopping, what they are purchasing, and what the motivations are by each generation. This has revealed a great deal about Gen Z shopping trends..
“As the shopping experience continues to evolve, brands and retailers need to take notice of the preferences of younger consumers,” said our President and CEO, Phil Friedman.
“Millennial and Gen Z consumers have different shopping habits and motivations for buying that continue to affect the post-pandemic retail industry.”
Key findings include new motivations for shopping, different approaches to loyalty and a willingness to use technology in shopping. Download the full report to learn the trends that are changing the industry.
2025 Supply Chain Insights Report
Who are Gen Z?
Generation Z - often referred to as Gen Z - includes individuals born between 1997 and 2012. They are the first generation to have grown up entirely in the digital age, surrounded by smartphones, social media, and instant access to information. This constant connectivity has shaped how they form opinions, build communities, and make purchasing decisions. Gen Zers are curious, informed, and highly values-driven. They expect the brands they engage with to reflect their ideals and speak authentically to their world.
When it comes to Gen Z shopping trends, this generation is leading a major cultural and commercial shift. They’re less interested in mass-market appeal and more drawn to individuality, ethical practices, and transparency. Sustainability, inclusivity, and purpose are not just marketing buzzwords to Gen Z. Their influence extends far beyond their own age group, setting new standards for what modern consumers demand from businesses and reshaping the future of retail.
Why are Gen Z shopping trends important?
With recent research showing that Gen Z and Millennials together account for roughly 32% of U.S. consumer spending — an increase of eight percentage points since 2020 — the generation born from 1997 to 2012 is already a major force in the marketplace. Much of this spending power comes as Gen Z enters the workforce, earns independent income, and influences household purchases, meaning that the styles, values and shopping behaviours they adopt now will set the tone for retail for years to come.
What makes Gen Z especially important isn’t just how much they spend, but how they spend. According to PwC, Gen Z’s total global spending power is expected to reach around £12 trillion by 2030, signalling enormous future potential.
Back in the U.S., Gen Z households spend nearly twice as much as they hold in savings, underscoring how their consumption is both significant and distinctive. This means that meeting Gen Z’s expectations for authenticity, value, sustainability and convenience isn’t optional — it’s imperative. When Gen Z shifts, the market shifts with them.
What are the key Gen Z shopping trends?
The trends behind Gen Z consumers are shaping the industry. Here are some key trends fashion manufacturers need to be aware of and understand how to capitalise on:
1. A focus on sustainability and ethics
Gen Z continues to channel their spending into more sustainable and ethical destinations. A significant portion of this generation is willing to pay more for eco‑friendly products, and many are embracing second‑hand and circular fashion options as part of their regular shopping habits. These choices reflect not just value, but a desire to align purchases with their personal values and identity.
For fashion manufacturers, this means transparent and ethical sourcing, circular design, and clear ethical credentials are essential. Resale and upcycling platforms are growing in importance, as they combine sustainability with individuality, offering Gen Z shoppers a sense of purpose alongside style.
2. An emphasis on brand loyalty
When it comes to repeat purchases, Gen Z seeks more than just a good product — they want a meaningful relationship with the brands they choose. Loyalty programmes that offer tangible benefits like discounts, early access, or community perks are highly valued, often more so than fast delivery or even brand philosophy.
For brands, this highlights the need to create authentic loyalty ecosystems through partnerships that reward engagement and foster a sense of belonging. Investing in these programmes can drive repeat purchases while building long-term brand affinity.
3. Willingness for online shopping
In our survey, younger generations are the most willing to try shopping via technology. Nearly half of Gen Z are eager to try livestream shopping on Amazon/Facebook. Some 35 percent would try on clothes using virtual technology like augmented reality (AR), and another 32 percent would try on makeup using AR.
However, all generations were interested in using shopping technology in some ways. In our survey, the top three interests in technology shopping were livestream shopping (40 percent), trying on clothing virtually via AR (24 percent) and using 3D technology to see how footwear looks before buying (23 percent).
4. Uses a true omnichannel approach
Gen Z are platform‑agnostic shoppers who discover products through a variety of channels, especially social media. Many are influenced by trends and viral content, and technology-driven shopping like livestream events, AI recommendations, and augmented reality try-ons is increasingly popular.
This means fashion brands need to think beyond simply selling online. They must create seamless, integrated experiences where discovery, inspiration, and purchase can happen across multiple platforms, blending social, mobile, and web channels effectively.
5. Demand for personalisation and customisation
Gen Z expects products and shopping experiences to be tailored to their individual preferences. From personalised recommendations online to customisable clothing, accessories, or even packaging, this generation is drawn to brands that make them feel seen and unique.
Fashion brands can capitalise on this trend by offering options that allow self-expression and personalisation. Leveraging data insights to provide tailored experiences and flexible choices can increase engagement, satisfaction, and loyalty among Gen Z shoppers.
Looking for more consumer trends? Check out the infographic from our survey to learn how all generations are buying.
What are the motivations behind Gen Z shopping trends
Motivations for shopping are another area where Gen Z is trending differently from other generations. Only 18 percent of respondents in our survey cited cost as a motivation for shopping. Instead, Gen Z consumers were motivated by quality (27 percent) and influencer endorsements (21 percent).
The biggest motivator for Gen Z’s buying of apparel was their concern that their wardrobe is outdated (35 percent), a different motivator than all other generations. For example, 37 percent of millennials were buying new apparel for work. “Upcoming holiday/travel” and “clothes don’t fit anymore” were the second and third motivators to buy apparel across all generations.
A recent phenomenon, “revenge shopping,” also appears to be driven by a younger set. This trend, a desire to make up for lost spending, was first seen in China. “Revenge shopping” is a literal translation of a Chinese phrase describing the country’s post-lockdown rush to purchase luxury items. And some indicators point toward a similar euphoria in the UK.
In our survey, most Baby Boomers were not “revenge” shopping. In fact, 64 percent of baby boomers have not splurged recently or planned to splurge on a purchase. Millennials and Gen Z are the generations driving the revenge economy—82 percent planned to splurge or already splurged on a purchase in 2021.
What do Gen Z shopping trends mean for retailers?
So, what do these changing motivations and trends mean? Well, retailers and brands are entering an era of quick competition. Increasing demand for unique, high-quality items that are produced and delivered more rapidly is spurring competition across the shopping spectrum.
Retailers and brands are competing with consignment and rental websites, which offer fashion that is sustainable and affordable. They are competing for loyalty, as well, enticing repeat buyers with more sales and incentives than ever before.
As with many industries, well-implemented technology can be essential in gaining a competitive edge. Nearly all retail and brand organisations would benefit from increased or upgraded tools. The right solutions can give brands the visibility, agility and knowhow for today’s increased competition for quality, delivery and loyalty.
Consider how these tools might help your brand:
Enterprise Resource Planning – ERP software is used by leading fashion and footwear brands across the globe to plan, manage, synchronise and optimise supply chain and distribution activities. Features include financial management, purchasing/receiving and production/import management
Product Lifecycle Management – PLM lets brands collaborate seamlessly from designer to factory to shop floor. Work anywhere, on any device, in any browser—no need to download software or apps. Scalable for everyone from boutique producers to global enterprises
Shop Floor Control – SFC tools help companies improve productivity, efficiency and product quality, while controlling costs. It also provides data and transparency into your production processes, which aids efforts in sustainability and compliance
B2B Wholesale Platform – A completely customisable eCommerce platform can help retailers accelerate sales, boost your brand, curate designs and communicate with your buyers in style
Choose BlueCherry to support you with these shifts
To navigate these shifts in behaviour, you need a supply chain solution that’s adaptable and that can support your goal in appealing to the emerging opportunity of Gen Z consumers.
BlueCherry offers a full suite of services that can help empower your supply chain to meet the demands of Gen Z, from ESG to the drive in luxury goods. Explore our full suite of solutions, and book a demo to see the power of our tools in action.