HOW DOES GEN Z SHOP?

Summary from the TLDR Marketing newsletter

66% of Gen Z are likely to buy directly from TikTok, and 40% are influenced by trending products on social media. They prefer short, funny content, with around 69% of Gen Z women and 66% of men favoring comedy and memes. Influencer marketing is especially effective, with over half willing to purchase products recommended by influencers, compared to just 10% of shoppers aged 55 and up. While most of Gen Z rejects AI influencers, men are more open to them. This group shops visually, relying on UGC and unboxing videos to validate purchases. They also research extensively online before buying in-store and often cross-check information across platforms and peer groups.