Gen Z likes shopping in stores just as much as they do online, survey finds

• Gen Z are a tech-savvy generation but they like shopping in physical stores just as much as online.
• A new survey found that Gen Z like being able to see, touch and try a product before buying it.

Gen Z are digital natives and have grown up being able to buy anything at the click of a button, but it appears that the tech-savvy generation still likes shopping in physical stores just as much as they do online.

A new report by the ICSC surveyed 1,008 people aged 16 to 26 about their shopping habits and preferences.

It found that although 95% of Gen Z like shopping online, just as many (97%) also enjoy going to the mall. About 30% cited the ability to get products immediately, 28% said they liked being able to see, touch and try products, while 11% enjoyed not having to pay for shipping.

However, respondents did say that shopping online meant they could compare prices more easily (30%) and get better deals and prices (20%).

Almost half of Gen Z said they shopped most frequently at discount retailers like T.J. Maxx, Walmart, Marshalls, and Target, while a quarter said they preferred chains such as Dollar General and Family Dollar.

One in five most frequently bought from fast-fashion retailers like Shein or Zara, while only 13% said thrift or second-hand stores.

Social media plays a major factor in Gen Z's shopping habits with 85% of respondents saying it's influenced their purchasing decisions, with almost half citing Instagram and TikTok.

Gen Z are voracious shoppers with social media encouraging young people to buy new clothes regularly. Although they're a more socially conscious generation, this isn't translating into their buying habits, Insider recently reported.

Researchers from Sheffield Hallam University in England found that although almost half of Gen Z are concerned about the environmental implications of the fast-fashion industry, 90% still buy from fast-fashion brands, per Insider.