This drops to 12% and 11%, respectively, for Millennials. According to Salesforce research, 27% of Gen Z prefer to have their groceries delivered within an hour, and 23% want their alcohol within that same timeframe. It’s not surprising, then, that 76% of Gen Z prefer convenience over brand compared to 70% of Millennials. Uber, Lyft, Instacart, UberEats, and DoorDash were founded around 2010, and Gen Z favorite GoPuff, which promises delivery in less than 30 minutes, arrived in 2013. They grew up alongside the on-demand economy. Gen Z wants fast deliveryīut when it comes to home delivery of groceries, Gen Z wants their stuff now. For Millennials, picking up a much-needed item at Target while on the way to pick up the kids at school may often be the fastest and cheapest option. A retailer catering to Millennials needs to have easy in-store fulfillment options as well as seamless checkout and a thoughtful store layout that makes products easy to find. The need for quick trips to a store is underscored by their use of buy-online-pickup-in-store, as 66% of Millennials have used it compared to 52% of Gen Z. Get articles selected just for you, in your inbox According to Salesforce’s Connected Shopper report, 48% of Millennials said that one of their primary reasons to visit a store is to get merchandise immediately rather than wait for delivery, as compared to 39% of Gen Z. Why? Millennials like in-store shopping for its immediacy. However, they still shop in stores more often than Gen Z. They watched the world go from AOL dial-up to always-on connectivity, and they take advantage of this convenience at every turn. Both shop online – but Millennials like in-store purchases
And to pay for their purchases, 18% of Gen Z are using buy-now-pay later while only 15% of Millennials are turning to this payment option with greater frequency.
Due to inflation, 22% of them are buying more secondhand products rather than buying new products, as compared to 19% of Millennials. Given that most Gen Z’ers haven’t formed households yet, we see them saving money on non-discretionary items. Millennials are choosing these options as a way to cut down on their grocery bills, which are rising steadily due to inflation. This makes sense because more Millennials have families than do Gen Z’ers. Millennials also are turning to discount retailers (26%) more often than Gen Z (22%). Our recent research found that 30% of Gen Z and 27% of Millennials were buying much less due to inflation.īut while 27% of Millennials are buying more private-label products to save money, only 13% of Gen Z does so. Inflation has impacted the shopping behaviors of both Millennials and Gen Z. Millennials and Generation Z are different in how they shop, interact with brands, and view money. Gen Z: How are these generations different? It will be interesting to see how their preferences and shopping habits evolve when the entire group is earning and spending its own money. It’s important to keep in mind that more than half of this generation is still in grade or high school and living at home, while many are away at college. Members of Gen Z are those born between 19. This means that in 2022, Millennials are 25 to 41 years old. We’re defining Millennials as those born between 1981–1997.
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