Gen Z consumers have grown up tech-friendly, socially conscious and pragmatic—and they’re driving the next big shift in retail.  Born between 1996 and 2010, this generation is on track to become the largest and wealthiest in history, with spending growing twice as fast as previous generations. Gen Z is on pace to eclipse baby boomers’ spending globally by 2029, adding $8.9 trillion to the global economy by 2035. 

But while Gen Z has increased purchasing power, their spending habits are unpredictable. The generation that never knew the world before the internet is not only savvy but selective, and willing to splurge on what matters to them.

Quick click purchases on social platforms like TikTok, Instagram and Facebook and same-day delivery are the new normal, and reshaping expectations.

They’ll pay a premium for convenience, expect speed and personalization and often prioritize experiences and immediacy over traditional savings habits.

For brands, catering to this dynamic generation isn’t just about tapping into demand, it’s understanding the importance of moving fast and getting it right the first time.

Spend big, save little and splurge selectively

Diving a little deeper into what makes them tick, Gen Z is both optimistic and cautious about their financial future. Coming of age during a global pandemic has influenced how they view adulthood, risk and opportunity.

According to 2025 McKinsey surveys, they’re financially ambitious, prioritizing career success and wealth over traditional life milestones like marriage and children. At the same time, high living costs and student debt have them worried about their financial futures. 

Even with these challenges, Gen Z is the generation most likely to splurge and take on debt. Half of Gen Z consumers in the U.S. report having less than one month’s worth of savings yet will invest in what matters to them by using buy-now-pay-later services. Gen Z values experiences, trends and convenience—and they’re often willing to buy on credit or pay a premium to get them. 

From food and grocery delivery to viral fashion, Gen Z is setting the pace for immediacy and convenience. For brands, this means not just showing up but showing up well by delivering an exceptional experience. 

Great expectations: understanding Gen Z demands

As Gen Z’s purchasing power grows in the marketplace, brands are feeling the ripple effects across the supply chain. To prepare to meet these demands, brands need:

• Agility to respond to volatile demand: Products may go viral overnight, creating unpredictable demand shifts and raising the risk of stockouts or overstocking. 
• Flawless convenience: If it’s not fast, it’s forgotten. Gen Z expects speed, transparency and zero friction, with products in stock, delivered fast and real-time tracking.
• Accurate product information: Transparency and specificity are critical to Gen Z. Research drives their decision-making, so if your product pages are missing details, they’ll just keep scrolling past them.

How brands are meeting the challenges

To thrive in a Gen Z-driven market, brands need to prioritize agility, accuracy and omnichannel excellence. This means ensuring you have:

• Comprehensive item data: Accurate, enriched product information is non-negotiable. Brands must ensure every detail is complete, transparent and optimized for digital platforms. Complete product data reduces return rates, builds trust and enhances customer satisfaction. 
• Fulfillment solutions: Automation platforms like an Electronic Data Exchange (EDI) solution connect your business systems, streamline communication between trading partners and enable the seamless, efficient delivery that supports Gen Z’s instant gratification expectations, all while optimizing your efficiency.
• Analytics tools: Real-time and predictive sell-through analytics provide the data-driven insights that brands need to stay ahead of demand shifts by ensuring product availability in the right places at the right time.

Bottom line: Brands must invest in the right technology to deliver.

Setting up for generational success

Gen Z isn’t just showing up to play, they’re changing the game. As their influence on worldwide markets grows, businesses that understand how they prioritize their spending and have raised the bar on expectations can better prepare for the shift.

It’s about showing up well across all channels, adapting confidently to changing demand and delivering flawless experiences. Brands that embrace this challenge as an opportunity to innovate will not only stay competitive but also lead the way and thrive.

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