GEN Z SHOPPERS AREN'T SPENDING LIKE RETAILERS NEED THEM TO

Summary from the TLDR Marketing newsletter

Gen Z is cutting holiday spending far more than other generations. They plan to reduce budgets by an average of 34% as rising rent, student loans, and everyday costs strain finances. This pullback contrasts with overall US holiday sales. Younger shoppers are hunting for deals, choosing cheaper dupes, buying secondhand, or making gifts, creating pressure for retailers who expect this group to drive nearly 20% of spending within 5 years.