What Gen Z Is Saying About Holiday Shopping, According to Aptos
Aptos, the go‑to pro for unified commerce, just rolled out the 2023 Golden Quarter Consumer Survey results—prime time for retail, all the way from October to December.
Why You Should Care
If you’re a retailer, it’s time to get your head around Gen Z (the 11‑to‑26 crowd who’s now getting deeper pockets). The study shows that older Gen Z shoppers are still buying stuff, but they’re not dialing back on holiday spend.
Key Findings
- Spend‑Level Thunder: A whopping 88% of the 2,000 participants aged 16‑26 plan to spend either more or at least as much on Christmas gifts as they did last year.
- In‑Store Love: Visiting physical shops during the holiday rush remains a top priority for this group. They’re not just clicking; they’re walking the aisles.
- Shoppers in a New Gear: As Gen Z ages, their purchasing power climbs, making them a prime target for brands.
What It Means for Your Marketing Playbook
Keep the Brick‑and‑Mortar Alive: Even with online upselling, don’t forget the in‑store experience. Gen Z wants a tactile journey.
Price‑Perception Matters: They’re willing to invest in gifts, but they’re also price‑savvy. Design compelling offers that blend value and style.
Tap into Festive FOMO: Highlight limited‑time holiday bundles, creating a sense of urgency that plays to the Gen Z shopper’s love of exclusivity.
Conclusion
So, if you’re planning for next holiday season, take the 2023 Golden Quarter data seriously. Gen Z intends to spend big—just make sure you’re ready to meet them where they’re headed: your stores, both online and offline.
Gen Z’s Holiday Shopping Style: Why Stores Still Steal the Show
Even though most of us grew up scrolling on phones, a whopping 88 % of Gen Z still plans to pop into a physical shop during the Christmas rush. Why? Picture this: a glittering wall of lights, in‑store events that feel like Christmas parties, and those eye‑catching displays that urge you to touch, feel, and take it home. The Golden Quarter is still a place where the tactile feels just as big as the digital buzz.
Shopping Timeline: When’s the Fun?
The timing of Christmas shopping is a stage‑hand in its own right:
- 12 % of the crowd started their hunt before October—early birds, right?
Not exactly. - 72 % of the squad will shop in November and December—right when the holiday vibes peak.
What Gen Z Wants From the Physical Store Experience
Gen Z is crystal‑clear about the perks they want to get out of a trip to the store. The study highlights three key deals:
1⃣ Click‑and‑Collect: The Easy‑Pick Side
More than two‑thirds (68 %) plan to grab online orders from a local shop. This gives retailers a 2‑way secret: while you’re picking up your package, you can tempt you with that extra item you didn’t even know you wanted.
2⃣ Friendly Staff: The “Why the Sea of Merch?” Answer
Shop assistants aren’t just background noise—they’re the stars of the show. Good help, friendly vibes, and helpful advice are top priority for a happy shopping trip. Think: “Got any gift ideas for my aunt who loves gardening?”—the cashier’s right‑to‑ease can totally save the day.
3⃣ Stock & Checkout: Speedy, Seamless, and Stress‑Free
- Gen Z expects shelves that look good and hands that get stuff in front of them (not a “now” empty shelf).
- Long lines? No thank you—waiting should be a thing of the past. The checkout and return process needs to be quick, friendly, and fuss‑free.
Bottom line: The holiday season is still a big‑ticket adventure, and Gen Z wants it to be as fun and friction‑free as scrolling through a trending Insta thread. If retailers get that playbook, they’re in for a win—plus a lot of good holiday vibes!
Delivering retail magic this Christmas
Aptos Says Shops Are the New Must‑See, Even for Gen Z
“Sure, Gen Z grew up glued to smartphones, but there’s still something about walking into a real shop that lights up their eyes,” notes Zaki Hassan, the big boss for EMEA and APAC at Aptos. “Everyone, from teens to grandmas, finds a physical store a fresh beat during the holiday rush. Retailers, it’s a cue to remix their storefronts into a slick, multi‑channel playground.”
The Mix‑And‑Match Mission
Zaki explains that Aptos is on a mission to collapse the walls that separate brick‑and‑mortar from the digital world. “When the online and offline side talk smoothly, shoppers get that wow experience Gen Z craves, and stores get a profit boost,” he says.
Why It Matters Now
With the “Golden Quarter” sales spike and year‑round retail hustle, the old‑fashioned single‑channel approach is drifting into the past. Modern customers demand a seamless journey: browse from home, pick up in store, return with a tap. Aptos is offering the tools to make that happen, turning a store into a unified hub that clicks with every generation.
- Live inventory updates to avoid “out of stock” sighs
- Real‑time analytics to keep the cash register happy
- Multi‑device support that feels like a personal shopper in every pocket
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