Is Gen Z your target demographic going into the holiday shopping season? Probably! As we barrel toward Black Friday and beyond, it turns out this generation of shoppers, who are now wielding hundreds of billions in spending power, are confounding a lot of retail brands. Are they shopping online? In store? Do they have cash to burn? Price sensitive? Are they looking to scrimp and save? Looking to splurge on little luxuries? And what exactly is the consensus on how baggy their jeans are??

Gen Z is a difficult demographic to nail down, and that’s partly by design (they don’t love being categorized) and partly due to circumstances (ie. the general state of the economy). But there are certain trends that we’ve been noticing from their shopping habits up to this point that can clue in worried retail managers desperate to lure in more young shoppers. They love deals. They love nostalgia. They love in-person shopping… as long as it looks good on TikTok. And yes, they’ll absolutely buy that jacket if it’s a “dupe” of something expensive.

Let’s break down five Gen Z shopping trends that every retailer needs to understand before the holiday chaos begins.

Rumors of Black Friday’s death have been greatly exaggerated. While millennials are too tired to line up outside a Target at 5 a.m., Gen Z apparently sees Black Friday as a vibe. According to recent research from McKinsey, Gen Z is the most likely to start their holiday shopping on Black Friday of all demographics, and many of them treat the day like a sport: one where caffeine, memes, and price alerts are all essential gear.

Why the enthusiasm? Two big reasons:

• The thrill of the hunt. For a generation raised on limited drops and digital queues, a doorbuster deal feels like the IRL version of what they’re used to.
• Social sharing. Black Friday “haul” videos are their own genre on TikTok. Half the fun is showing off the savings and what bang they got for their buck.
  

For retailers, this means Black Friday campaigns aren’t outdated; they just need an upgrade. Ditch the screaming “EVERYTHING MUST GO” emails and lean into exclusivity and experience that Gen Z wants. Think more, “first 100 customers get an in-store gift! #haulworthy” or SMS-only deals for the young VIPs in your retail CRM.

Yes, the same generation that once said “why would I ever go outside? All my stuff is in here” is rediscovering the joy of physical stores. A recent PwC report shows Gen Z plan on shopping in-store more this year (37%) than last year (27%), drawn by tactile experiences and the desire for instant gratification.

For Gen Z shoppers, what’s important to their in-store experience (in addition to great deals, of course) are the aesthetics, the brand storytelling, and the staff authenticity that all contribute to their outing. They crave the energy of real interaction but expect it to be Instagrammable as well. After all, with fewer and fewer third spaces to congregate in, they’re looking for more to engage them than just fluorescent lights.

The smartest brands are turning stores into social playgrounds: mirror selfies, pop-ups, live events, playlists curated like Coachella sets. And when sales associates use engagement tools to send personalized texts or book styling sessions, it adds that concierge touch Gen Z secretly loves. Yep, Gen Z loves clienteling as much as any Boomer or Millennial.

If you’ve walked through a mall lately and thought, “Did I just time travel to 1999?”, you’re not alone. Gen Z’s obsession with Y2K and 90s nostalgia has reached full-blown renaissance mode. We’re talking cargo pants, claw clips, baby tees, butterfly motifs, and platform sneakers—all making comebacks so strong they deserve their own VH1 special.

Why the love affair with retro? Two reasons:

• Irony meets authenticity. Gen Z has mastered wearing trends with a wink, saying “I’m aware this is ridiculous, but also iconic.”
• Connection to simpler times. Even though they didn’t live through the 90s, they crave the analog authenticity of the era: corded phones, thrift stores, and the thrill of finding something “vintage.”
  

For brands, this means merchandising strategies can lean into nostalgia-driven storytelling. Bring back archive pieces, retro logos, and limited drops. And if you can tie it to a cause or experience (say, a “Throwback Thursday” in-store event or SMS campaign with old-school graphics), even better.

Basically, if your store looks like the set of Clueless, you’re doing something right. We think. Maybe we’re just suffering from Millennial Blindness.

When they’re not reinvigorating mall culture, Gen Z can often be virtually seen hanging out in the TikTok Shop feed. According to YouGov, 35% of Gen Z look to social media influencers and bloggers for product discovery (19% for not Gen Z), and 64% of Gen Z researches products & services through social media (44% for not Gen Z). TikTok is leading the charge on this front, turning discovery into instant conversion with its “Shop Now” features.

TikTok’s algorithm is the ultimate personal shopper because it knows what Gen Z wants before they do. For this generation of shoppers, social media, influencer culture, livestream shopping, and short-form content are redefining the customer journey. This means that retail brands should also be redefining how they deliver a journey worth embarking on.

Here’s what retailers should take away:

• Invest in short-form video. Showcase styling tips, behind-the-scenes moments, or “get ready with me” content featuring real associates or micro-influencers.
• Leverage UGC (user-generated content). Encourage customers to share their hauls and tag your brand, especially if your CRM can identify and reward repeat advocates.
• Don’t fake it. Gen Z can spot a staged campaign faster than you can say “algorithm.” Authenticity wins every time.
  

And yes, TikTok Shop is the new QVC, except with better lighting and more chaotic energy.

If there’s one unifying philosophy behind Gen Z shopping, it’s this: “Why pay full price when you don’t have to?” While overall Gen Z spending is looking to be lower than last year this holiday season, they are hyperfocused on value. Meaning, they’ll spend on products and services that feel like they’re getting a lot for a little.

This generation is financially savvy, borderline suspicious of overpriced items, and perfectly comfortable mixing luxury with affordable dupes. Their mantra: look rich, spend smart.

Here’s how it breaks down:

• Deals & Discounts: Gen Z loves stacking promo codes like Pokémon cards. Retailers that personalize offers via CRM data, like a “thanks for being you” discount, will earn loyalty (and word-of-mouth clout) fast.
• Delayed Payments: Buy-Now-Pay-Later (BNPL) isn’t just connient; it’s cultural. Klarna, Afterpay, and others let Gen Z feel financially responsible and stylish.
• Dupes: Entire TikTok communities celebrate finding look-alikes of high-end brands. In fact, Gen Z has the highest rate of dupe-purchasing (49%) of all demographics. While navigating this trend is tricky, retailers can win by either embracing this culture and offering quality alternatives or by acknowledging the trend and creating educational (but fun!) short videos on why dupes are not up to par with their quality products… while offering a discount. Again, it’s checking the box of being authentic, in every way.
  

To capture these shoppers, transparency and personalization are key. Position your promotions as smart choices, not compromises. Think “fashion-forward, financially fluent.”

Gen Z is rewriting the rules of retail faster than we can say “add to cart.” They want experiences that are personal, ethical, digital-first, and socially fueled; all at once. While getting a heavy discount, naturally.

So this holiday season, don’t just sell to Gen Z. Collaborate with them. Let them shape your story, your aesthetic, your content, and your community. Because if there’s one thing we know from years of retail evolution, it’s that every new generation doesn’t just follow trends. No, they’re the ones who set the trend.

And if your CRM, like Endear, can help your associates keep track of every preference, DM, and dupe-related request? You’re already ahead of the algorithm.