How Gen Z is reimagining retail and the future of the store
We surveyed over 2,000 American consumers across the generations to understand how they think about retail in 2025.
We all know the tropes about Gen Z by now. They’re drinking less, dating less, and prioritizing self-care over careers.
But here’s one thing they are doing more of: in-person shopping. They may have grown up in an age of one-click purchases and two-day delivery but Gen Z loves shopping in physical stores more than any other generation.
Why the store isn’t a chore for Gen Z
While Baby Boomers are known for shaping the retail landscape in the 20th century, Gen Z is redefining it for the 21st. In fact, 73% of 18-27-year-olds we surveyed said they shop in-store at least once a week, compared to 65% of Baby Boomers.
And Gen Z doesn’t just shop in-person more regularly, they appreciate it more too. When asked whether they considered shopping in physical locations a chore or an enjoyable experience, 57% of Gen Z thinks of it as an experience, compared to just 35% of Baby Boomers.
So what is it that appeals to younger shoppers? It’s a mix of convenience and entertainment. Here are the top reasons Gen Z shops in-store:
For Gen Z, the physical store represents the best of both worlds—a space to enjoy spending time and enhance their online shopping experiences.
For example, 49% of Gen Z shoppers surveyed often buy online and pick up in-store and 38% return online purchases in-store. By comparison, the number of Baby Boomers who use stores for pick ups and returns is 28% and 6% respectively.
The beauty of in-store shopping
Another divide between Gen Z and Baby Boomers is the types of retail stores they’re most likely to visit in person. 90% of consumers aged 60-78 do their grocery shopping in person, compared to 60% of 18-27 year olds.
Where Gen Z really appreciates the in-store experience is when it comes to clothing and beauty:
How Gen Z compares to other generations
One area where shoppers across all generations agree is that in-person shopping is still where they spend the most:
45% of Gen Z spend more in-store vs 37% online
44% of Millennials spend in-store vs 34% online
48% of Gen X spend more in-store vs 28% online
53% of Baby Boomers spend more in-store vs 27% online
61% of the Silent Generation spend more in-store vs 14% online
But Gen Z is also more comfortable making large purchases online. 38% said they typically make expensive purchases online, compared to 37% who prefer in-store for high-ticket items. By comparison:
41% of Millennials prefer in-store for big purchases vs 31% online
44% of Gen X prefer in-store for big purchases vs 26% online
49% of Baby Boomers prefer in-store for big purchases 22% online
61% of the Silent Generation prefer in-store for big purchases vs 17% online
Gen Z: In-store shopping, on their terms
However much they enjoy in-store shopping, 60% of Gen Z will abandon their purchase if checkout lines are too long. Another no-no? If their preferred payment method isn’t available, 28% will abandon an in-store purchase if they can’t pay the way they want.
So how can retailers meet the expectations of this new generation of shoppers?
Methodology
The research was conducted by Censuswide, among a sample of 2,001 US consumers over the age of 18. The data was collected between September and November 2024.
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