Gen Z is also twice as likely to pick up Black Friday bargains in store as Millennials. 81% of the group say they still like shopping in stores. This is in contrast to some of their other habits, however, as 50% of Gen Z say the idea of going into a physical bank, for example, is ‘completely backward and alien’ to them.
86% of Gen Z shoppers say they go into stores to look for special promotions, free samples or giveaways and 43% expect discounts. Two-thirds of them are also more likely to go to bricks and mortar stores if there is digital technology to augment their experience and reduce waiting times.
While 16% of Gen Z say they plan to shop Black Friday exclusively in-store, only 8% of Millennials and 5% of Gen X say the same.
Jonathan Merry, ceo of MoneyTransfers, which carried out the research, said: “This data should go some way to dispelling the myth that Gen Z is retreating from the high street. Instead, they seem to be more demanding of in-store experiences and more pragmatic about what they will and won’t do in-person.
“Retailers need to take note and up their game this Black Friday to ensure they impress their biggest in-store audience – Gen Z.”
