Consumer Behavior

Gen Z big on buying via social media

Photo: AlexPhotoStock - stock.adobe.com

October 29, 2025

When it comes to shopping, Gen Z consumers (those born after 1995) are increasingly turning to social media as 44% have purchased via the commerce channel.

That's a prime finding of the Numerator Generations Hub, research that uses verified purchase and survey data to reveal generational differences in consumer behavior, according to a press release.

Additional Gen Z household findings:

• The average Gen Z household spends $16,552 (CPG, general merchandise, and quick-service restaurant spend) annually in stores, making around 580 shopping trips a year, and spending $28 per trip.
• The top retailers for Gen Z are Walmart (16% of spend), Amazon (9%), Costco (6%), Target (6%), and Kroger (4%).
• The top brands that overindex with Gen Z are The Ordinary (20% of Gen Z households), Samyang (19%), Victoria's Secret (19%), Fenty Beauty (12%), and Trojan (12%).
• 27% of Gen Z say brands don't connect with them in ways that feel genuine, and Gen Z shoppers are 23% more likely than the average consumer to say they'd move to a competitor simply because they grew tired of a brand over time.
• 57% of Gen Z consumers prefer to customize products to express themselves.
• 79% of Gen Z value work-life balance and say it is a top factor when choosing a job, surpassing all other generations.