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.
Editors' Picks
Sponsored by
More on Surveys
The Latest
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
