A new survey shows Gen Z consumers continue to shop actively in January and February, challenging the idea of a sharp post-holiday slowdown.
What this reveals about Gen Z behaviour:
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Seasonality is flattening: Shopping momentum extends beyond traditional peak periods.
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Value + relevance matter: Promotions, drops and limited offers keep engagement high.
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Discovery-driven habits: Gen Z remains open to new brands and products year-round.
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Intentional spending: Purchases are planned, but curiosity still drives exploration.
For retailers, the post festive period is no longer just about clearance, it’s an opportunity to stay visible and relevant with younger consumers who continue to browse, compare and buy.
Understanding how younger generations reshape shopping cycles is key to future planning.