Gen Z Brings the Mall Back: How Digital Natives Are Reviving In-Store Shopping
Lindsey Hyams, 23, of Marlboro, NJ, likes to shop online, but she often ends up going to the mall to make purchases. She said she likes to skip the wait for online purchases to arrive and the hassle of packing up returns.
Gen Z consumers, despite growing up as digital natives, shop in stores about as much as their baby boomer grandparents do, according to a survey by the International Council of Shopping Centers.
Up-and-coming spenders in this generation are seeking social connection, instant gratification and moments to post on social media, according to interviews with shoppers and experts.
Mall owners and retailers are trying to cater to teens and twenty-somethings with unique store features, such as selfie mirrors or videos, and experiences such as pop-up concerts.
Whether she's buying a gift or a new outfit, Lindsey Hyams' shopping trip usually starts online.
But instead of hitting the "buy" button, the 23-year-old Marlboro, New Jersey, resident said she often heads to the mall to make her purchases.
"It's actually more convenient for me to just go to the store, try on the item," she said. "If it doesn't fit, I can just return it right then and there. You know, instead of having to go to UPS, send it back, waiting another five to seven business days."
Hyams, who works in social media and marketing, illustrates one of the traits of Gen Z that may be surprising. The tech-savvy teens and twenty-somethings of this generation shop in stores more than millennials and Gen X and about as much as their baby boomer grandparents, according to a survey by the International Council of Shopping Centers, a trade group.
Gen Z plans to shop more in stores than online this holiday season, too. Nearly 63% of Gen Z respondents said they plan to make holiday purchases at physical stores, according to an annual survey by consulting firm EY. Only about 50% said they would make purchases on retailers' websites and apps during the season, lower than any other generation besides baby boomers.
Despite growing up in the digital age, members of Gen Z are increasingly opting to shop in stores instead of online, according to a survey. CNBC's Melissa Repko takes us shopping to find out more.
Discover the industry’s Leading Warehouse Command Center
Revolutionize your operations with seamless orchestration of all workflows, integrating human workers and advanced automation systems like ASRS, AMRs, Autoboxing, Conveyors, Sortation, Forklifts, and more—all in real-time.
🚀 Book your free software demo today and experience the future of warehouse management firsthand!
