Gen Z adults are making up a considerable part of the retail customer market, both in-store and online. They represent one of the most diverse groups of shoppers, racially and economically, and they tend to spend heavily on products that cater to diverse lifestyles, identities, and values. The diversity of this group makes it difficult for retailers to target this group specifically. According to a recent Numerator survey, most Gen Z shoppers don’t have kids (72%), and almost half (43%) are low-income (less than $40K) since many of them are either still in school or just entering the workforce.

As for the products themselves, Gen Z shoppers hit their truest stride when it comes to nostalgic brands and spin-off trends. For one of their top spending categories, clothing and footwear, they tend to lean toward vintage, thrifted fashion, and other trendy apparel. They also tend to go for athleisure—a hybrid fashion trend that combines athletic clothes with casual everyday streetwear, such as leggings, joggers, and hoodies.

Nearly 80% of Gen Z households say that work-life balance remains a huge dealmaker when looking for a job, and it shows in their spending habits. Employed Gen Z shoppers prioritize mental health and happy work environments, and they spend money on tools and home improvement, office accessories, work-from-home gear, and many other “treat yourself” products. They want to feel that they can rely on businesses that can provide them with quality purchases for their practical needs and for their personal well-being.

Online shopping makes up a majority of Gen Z purchases, especially on social media. About 82% of Gen Z consumers say they are more likely than other customers to say that digital advertising influences their shopping decisions. They buy products that they see on TikTok, Instagram, Facebook, Pinterest, and any other platform that can serve commercial purposes. (This is why it’s important nowadays to maintain an active social media page for your company.)

Overall, Gen Z gravitates toward affordable, sustainable, authentic, value-driven, and social-media-driven products. More than any other generation of consumers, Gen Z wants to feel connected to their brands and their subscriptions, and again, lifestyle is important to them.