EditorsApr 07, 2023
This Is the Most Gen Z-Appropriate Timepiece From Watches & Wonders SurveysJan 27, 2017
9 Things to Know About Generation Z
With a global population set to reach 2.6 billion by 2020 and access to $44 billion in buying power, jewelers will want to take notes on this generation.
New York--Forget about millennials (for now). There’s a new generation coming of age to whom retailers will want to pay attention.
Generation Z is defined as those born after the mid-1990s until the early 2000s, meaning they are about 21 to 13 years old right now.
The global Gen Z population is set to reach 2.6 billion by 2020, according to the National Retail Federation, and with access to $44 billion in buying power, this group is definitely going to have a say in the future of retail.
The NRF, along with the IBM Institute for Business Value, recently released the results of the “Uniquely Gen Z” study to gain insights into the generation. The study is based on findings from more than 15,000 consumers ranging in age from 13 to 21 across 16 countries.
Though Gen Z is the first “digitally native” generation to grow up without knowing the world before cell phones, smartphones and other digital devices, the study shows that members of this generation still do like to shop in brick-and-mortar stores.
“They appreciate the hands-on experience of shopping in a store. With technology constantly evolving but some shopping habits remaining the same, retailers need to be agile enough to serve both needs,” NRF President and CEO Matthew Shay said.
Here are nine insights into how the members of this generation operate from “Uniquely Gen Z.”
1. They do shop in stores. According to the study, 67 percent of Generation Z’ers shop at brick-and-mortar locations most of the time, while another 31 percent indicated they shop in stores some of the time, which means 98 percent are visiting stores at some point.
2. They spend. Seventy-five percent say they spend more than half of the money that is available to them each month.
3. They demand quality. The study found that 52 percent of Gen Z’ers will move their loyalty to another brand if quality isn’t up to their standards.
4. They want retailers to get the basics right. The study also shows that 66 percent of consumers in this age group view quality and availability as the most important factors when they’re deciding among brands; 65 percent focus on value as well.
5. Not surprisingly, they spend a lot of time on the web. Survey results showed that 74 percent of Gen Z consumers spend their free time online. Twenty-five percent are online for five hours or more every day.
Related stories will be right here …
Generation Z is defined as those born after the mid-1990s until the early 2000s, meaning they are about 21 to 13 years old right now.
The global Gen Z population is set to reach 2.6 billion by 2020, according to the National Retail Federation, and with access to $44 billion in buying power, this group is definitely going to have a say in the future of retail.
The NRF, along with the IBM Institute for Business Value, recently released the results of the “Uniquely Gen Z” study to gain insights into the generation. The study is based on findings from more than 15,000 consumers ranging in age from 13 to 21 across 16 countries.
Though Gen Z is the first “digitally native” generation to grow up without knowing the world before cell phones, smartphones and other digital devices, the study shows that members of this generation still do like to shop in brick-and-mortar stores.
“They appreciate the hands-on experience of shopping in a store. With technology constantly evolving but some shopping habits remaining the same, retailers need to be agile enough to serve both needs,” NRF President and CEO Matthew Shay said.
Here are nine insights into how the members of this generation operate from “Uniquely Gen Z.”
1. They do shop in stores. According to the study, 67 percent of Generation Z’ers shop at brick-and-mortar locations most of the time, while another 31 percent indicated they shop in stores some of the time, which means 98 percent are visiting stores at some point.
2. They spend. Seventy-five percent say they spend more than half of the money that is available to them each month.
3. They demand quality. The study found that 52 percent of Gen Z’ers will move their loyalty to another brand if quality isn’t up to their standards.
4. They want retailers to get the basics right. The study also shows that 66 percent of consumers in this age group view quality and availability as the most important factors when they’re deciding among brands; 65 percent focus on value as well.
5. Not surprisingly, they spend a lot of time on the web. Survey results showed that 74 percent of Gen Z consumers spend their free time online. Twenty-five percent are online for five hours or more every day.
6. Phones are for family and friends, but could also be for brands. According to the study, 73 percent use their phones to text and talk to those closest to them, but they’re willing to extend their conversations to brands--36 percent indicated they would create digital content for a brand, 42 percent would play a game online as part of a campaign and 43 percent would take part in product reviews.
7. A seamless mobile/digital experience is necessary. By now, a good experience on a brand or retailer’s website on any device should be standard, but it’s especially important to this generation. Sixty-two percent won’t use apps or website that are difficult to navigate and 60 percent won’t use them if they’re too slow to load.
8. They don’t want to share personal info unless they know where it’s going. It’s not uncommon for companies to collect information through their websites, but this generation wants to know how things like health and wellness, location, personal life or payment information are being used and how they’re being protected. Less than 30 percent will share information if they don’t think it is being stored securely.
9. They like to engage with brands online. This is especially true when said brands create an interactive environment for shoppers to create their own experiences. As retailers develop sites that do this, they’ll be able to capture Gen Z ideas for new products, services and experiences.
More on Surveys
The Latest
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
