With new marketing trends and channels constantly popping up it can be hard to keep track of where your customers actually buy from. But, oftentimes it’s a question of how they shop rather than where.
To help you meet audiences where they are at, we put together some of the latest trends when it comes to consumer habits in 2022.
When it comes to shopping trends, every generation of shoppers is more mobile-focused than ever before, using their smartphones to shop or research on browsers or on apps. But even so, the in-store experience still continues to be imperative.
Gen Z (Ages 18-24) Shopping Trends
Gen Z is looking to interact as much as possible. They’re super social online and looking for brands that engage them in conversation by asking questions, running polls, and responding to comments – especially with GIFs and memes.
They also tend to care about social issues and will pay more for products from mission-driven brands.
Brands can promote a hashtag that this age group can use to voice any concerns and share opinions or use tools like Typeform to quiz or involve them in a meaningful way.
Gen Zs prefer to discover new products through social media, YouTube ads and internet searches.
Instagram, YouTube and TikTok are among the top social media apps for Gen Zs.
Ads on streaming platforms as opposed to ads on TV are more effective for reaching Gen Zs.
Retail store discovery is still relevant, but less frequent than digital channels.
Millennials (Ages 25-35) Shopping Trends
Millennials shop with price in mind but are more often than not, looking to get good value out of whatever they buy, rather than simply bargain hunting.
These shoppers want to feel emotionally connected to their purchase experience and the brand itself, so they’re ready to research as part of their shopping process.
Many rely on blogs for input when making a purchase and usually won’t buy before checking reviews.
They are more likely to become a loyal customer if a brand interacts with them on social, and will try a new brand if they are offered a discount.
As a generally socially conscious group, they want to see brands giving back to the community so their purchases align with their values.
On the other hand, their generation is also very likely to buy on impulse if the price is right.
Millennials prefer to discover new products through social media, internet searches and YouTube Ads.
Facebook, Instagram and YouTube are the top social media apps among Millennials.
Gen X (Ages 35-54) Shopping Trends
Gen X-ers prefer honest and transparent product marketing that offers them an obvious path to purchase.
They want companies to tell them exactly why they would need their product and are attracted to high-quality items at the right price.
The group is less influenced by fashion trends and is more likely to conduct research on their phones while shopping in-store.
Gen X-ers prefers to discover new products through internet searches, TV and retail stores. They discover new products on social media more often than any other channel, even though social media isn’t generally preferred.
Facebook, YouTube and Instagram are Gen X-ers favourite channels.
They are most swayed by email marketing and prefer authentic communication over marketing jargon.
Boomers (Ages 55+) Shopping Trends
Boomers prefer to discover new products through TV, internet search and retail stores. Discovering new products on social falls flat when it comes to boomers.
Boomers are a bit more traditional and are more likely to seek out a specific brand and shop at places they know well.
Many are tech-savvy, but since they didn’t grow up shopping online, a mix of traditional and newer tactics can be useful to get your brand’s message across.
Boomers are price-conscious and tend to be a more fiscally-conservative generation.
They value in-person customer service and may abandon a purchase or even a brand following a negative interaction.
The group likes to browse for new products, but many members of this generation aren’t interested in frequently testing out new products.
They often buy what they are used to and stick to their shopping list.
The older generation is not as pressed for time, but they are rather focused on value for their money and product quality. Brands can appeal to these groups with messaging about craftsmanship, reliability, and guarantees.
Preferred Social Media Apps
As far as social media goes, Boomers, Millennials and Gen X-ers all use Facebook more than any other social media app.
Gen Z’s favourite social media channels include YouTube, Instagram and TikTok.
They like communicating with friends, being entertained, and discovering and buying new products on these channels more than any other generation.
What drives Gen Z, Millennials, Gen X and Boomers To Buy?
All generations are highly influenced by price, quality and product reviews. They also value brands that have an active social media presence and community.
However, Gen Z values when a percentage of the proceeds go to a charity the most.
Where do consumers like to shop the most?
All generations prefer to buy products in person at a store over any other channel, but this decreases with age.
With all Gen Zs, Millennials and Gen X-ers preferring to buy through social media rather than going to a store.
Meeting Your Audience Where They Are At
Now that you have all the data you need to find and engage your target audience it’s time to start appealing to them.
While this guide has what you need to know right now, consumer shopping habits change rapidly so it’s a good idea to stay up to date on the latest trends and data every so often.
