Savvy but price-conscious—that’s the general profile of Gen Z shoppers. This means selling trendy but low-priced products is the way to win them, right?
Except that’s WRONG.
Because there are other factors driving this generation’s purchase decisions. Lucky for you, we already compiled the key ones in today’s Spotlight menu.
- The Gen Z consumers 🐣
- FREE report on how your product category stacked up on Prime Day 📑
- Tactics to win Gen Zs 💰
BIG IDEA
Gen Z is an interesting customer mix. These young consumers, aged 12 to 27, are either still in school or at the beginning of their careers, with most yet to have children. Unsurprisingly, nearly half earn less than $40,000 a year.
But don’t let their age or income fool you. According to Numerator, this generation is already shaking up the consumer world.
🛒 Shopping behaviors
Even though they only account for about 6.9% of the U.S. population, their spending power is nothing to sneeze at.
- Spending power: Adult Gen Z households spend over $10,000 annually in stores.
- Shopping frequency: They make an average of 342 shopping trips per year.
- Average spend: Gen Z spends about $33 per shopping trip.
- Favorite retailers: Walmart (21%), Amazon (10%), and Target (8%) are the top three retailers.
🆙 What's trending among Gen Zs?
More than trendsetters, Gen Zs redefine what matters in the world of consumerism. From their favorite causes to the platforms they use and the products they buy, this generation is making big waves.
Here’s a quick look at what’s catching their eye right now:
- Social issues
- Gen Zs care about the world, specifically issues related to the environment and social justice.
- Transparency and ethical sourcing are particularly valued among Asian and White Gen Zs.
- Social media shuffle
- Gen Zs are moving away from Facebook and shifting toward Instagram.
- Snapchat is used by 55% of Gen Zs.
- TikTok, though popular, doesn't make the top three platforms for Gen Zs.
- Beauty on a budget
- Gen Zs invest in premium beauty products but use them sparingly.
- Beauty brands should track Gen Z’s beauty habits to capture key demand moments.
- Recreational trade-off
- Non-alcoholic options are becoming popular as this generation avoids alcohol.
- Health and wellness are big deals for Gen Zs.
💘 How do you capture Gen Zs’ hearts?
Simple: by adapting to their needs and embracing their diversity! And of course, being where they are on social media.
Another way to tap into Gen Zs’ significant potential is to deliver clear, authentic messages. Because despite being young, this generation values a straightforward approach that targets things they care about.
TOGETHER WITH LEVANTA
Find out how your product category stacked up on Prime Day with this FREE report
Discover the detailed conversion rate lift Amazon sellers experienced from affiliate marketing, broken down by product category. See how your category performed and leverage these insights to drive even greater results next Prime Day.
Here are some key highlights:
🔶 10x sales volume on Prime Day compared to an average day
🔶 4x conversion rate compared to an average week
🔶 20% average conversion rate for top brands on Levanta
🔶 Highest Converting Category: Clothing, Shoes, and Jewelry at 36.81%
BITES OF THE WEEK
- Gen Zs in Asia: Gen Zs in Southeast Asia use ecommerce platforms for research and discovery.
- Debit Over Credit: 58% of Gen Z prefer using debit cards for online shopping.
- Under the Influence: Most Gen Zs are inspired to shop by influencers.
- Loud and Proud: Gen Z’s "loud-budgeting" trend encourages being more vocal about finances.
ACTIONABLE ADVICE
10 strategies to hook Gen Z shoppers to your Amazon store
As we established earlier, Gen Zs have unique values, shopping habits, and favorite social platforms. To reel them in, your marketing strategy needs to be finely tuned to their digital-first world.
🎯 MyFBAPrep has shared 10 tips to help you capture those Gen Z dollars.
- Use TikTok for marketing. With around 1 billion users, this platform is a hotbed for product discovery. Plus, it’s a favorite among 76% of Gen Zs!
- Invest in influencer marketing. ICYDK, influencers are modern-day word-of-mouth marketers who Gen Zs highly trust.
- Bundle related items or offer subscription packages. According to a survey, Gen Zs are drawn to sellers who offer bundles, subscriptions, and fast checkout options.
- Focus on review management. Gen Zs check feedback before buying, so poor reviews can turn them away. Make sure you highlight good reviews on your Amazon store to build trust. 👍
- Ensure product quality. This applies to other generations, too! Keeping your product game strong will help you build a loyal following and get valuable endorsements from happy customers.
- Use videos, preferably short, snappy ones under 1 minute.
- Additional tip: Since many watch videos with the sound off, add text to ensure your key points come across loud and clear.
- Run discounts. Gen Zs are always hunting for discounts and sales. To grab their attention, offer promotions like free shipping, exclusive discount codes, or limited-time deals. 🚚
- Connect with consumers. Make your contact info easy to find, respond quickly to questions and reviews, and engage on social media.
- Optimize for cart curation. If you're not on Amazon Prime, offer incentives like automated discounts or targeted email deals to encourage them to finalize their purchase.
- Build your web shop. Instead of just selling through faceless retailers, build your web shop alongside your Amazon store. This personal touch can make your brand stand out and keep shoppers coming back.
🌊 The Gen Z wave
Gen Z is a dynamic force in the retail world, and tapping into their unique values and habits can be a game-changer for your business. By embracing these tips, you’ll not only capture their attention but also build lasting relationships.
Do you have other tips for winning over Gen Zs? Feel free to share them with us, and we’ll gladly share them with others (if you want)!
