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Study: 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.