GoKawiilStudy: Gen Z Shoppers Spread Spending Across More Retailers, Favor Experiences Over Brand Loyalty
New consumer research finds that Gen Z shoppers are directing more of their budgets toward dining out, fitness and entertainment rather than sticking with traditional retail brands. The research also found this age group frequently uses rideshare services, public transit, coupons, and occasionally gambling or prediction markets, spreading purchases across a wider range of stores than older generations.
GoKawiil's interpretation of the reporting above, not reported fact.
The findings suggest brand loyalty programs built for older consumers may need rethinking to capture Gen Z spending, since this group appears to prioritize value and variety over allegiance to any single retailer. Retailers and marketers could read this as a signal that experiential spending and flexible, discount-driven shopping habits will shape future consumer strategy, though the research itself does not specify how companies should respond.
- Gen Z spends more on dining, fitness, and entertainment than on traditional retail loyalty.
- They frequently use rideshares, public transit, and coupons, and some engage in gambling or prediction markets.
- This generation shops across more stores, showing less brand loyalty than older shoppers.
Source: fastcompany.com, 2026-10-08
Published there as: “Gen Z spends less money but shops at more stores. New research explains why”
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