Younger consumers, particularly Gen Z and millennials, are redefining shopping behaviours, often diverging sharply from their older counterparts. A notable shift is seen in customer service preferences, with 15 per cent of Gen Z and 10 per cent of millennials favouring chatbots over human representatives, compared to just 3 per cent of Gen X and boomers. Convenience plays a key role in their habits, as a significant majority of Gen Z (86 per cent) and millennials (76 per cent) regularly opt for online purchases with curbside or in-store pickup, while over half of Gen X and Boomers (51 per cent) never use this method. Financial flexibility is also more common among younger consumers, with about 4 in 10 Gen Z (39 per cent) and millennials (43 per cent) using Buy Now, Pay Later (BNPL) for unaffordable items, versus only 22 per cent of older generations, as per the survey conducted on 1,500 US consumers.
Additionally, shopping during work hours is prevalent among Gen Z (54 per cent) and millennials (50 per cent), a stark contrast to just 18 per cent of Gen X and Boomers. Digital wallets are another area of generational divide, with over half of Gen Z (54 per cent) and a significant portion of millennials (41 per cent) abandoning purchases if digital payment options aren’t accepted—far more than the 17 per cent of older shoppers who report the same.
Younger consumers, especially Gen Z and millennials, prioritise convenience, digital tools, and minimal interaction when shopping, unlike older generations, as per the latest GoDaddy Consumer Pulse survey of 1,500 US consumers.
While generational differences are clear, all consumers value ease at checkout and still often carry physical wallets.
Interestingly, 10 per cent of Gen Z exclusively use their phones to pay and 5 per cent no longer carry physical wallets, while over a quarter (27 per cent) of Gen X and boomers have never used a digital wallet. Lastly, return policies are sometimes manipulated, with around 1 in 4 younger consumers admitting to lying to facilitate a return, compared to just 11 per cent of Gen X and boomers. These insights underscore the growing generational divide in shopping behaviours, driven by convenience, technology, and shifting values, the survey found.
“Gen Z and millennials want to shop online from their phones and be left alone, which makes providing an automated, personalised, yet hands-off experience for consumers all the more vital,” said Alex Avramenko, head of commerce growth at GoDaddy. “Is your online store truly mobile-friendly? Is it easy to find options for digital wallet payments or in-store pickup? These aren’t just trends. Consumers have consistently shown their desire for simple, convenient ways to shop and pay will make or break a sale, and small businesses need to adopt this new vision of what doing business looks like.”
Despite the stark generational differences in shopping behaviour, there are areas where consumers across age groups find common ground. One shared frustration lies in the checkout experience—over half (51 per cent) of all consumers have felt anxious when paying in person due to confusing or unfamiliar point-of-sale (POS) devices. This anxiety is more prevalent among younger generations, with 66 per cent of Gen Z and 58 per cent of millennials reporting discomfort, compared to 44 per cent of Gen X and boomers.
Another area of agreement is the continued relevance of physical wallets. While digital payment adoption is growing, the majority (59 per cent) of consumers still carry a physical wallet and use credit cards when shopping in person. That said, 41 per cent do use their phones at least occasionally for in-person purchases, indicating a gradual shift in payment behaviour.
When it comes to making large online purchases of $150 or more, smartphones have overtaken laptops as the preferred device, with 56 per cent of consumers opting to shop on their phones. This trend is especially strong among younger consumers—70 per cent of Gen Z and 63 per cent of millennials prefer smartphones, compared to 49 per cent of Gen X and boomers, stated the report.
Finally, while parking convenience is a consideration for some, it’s not a dealbreaker for most. A majority of consumers (61 per cent) said that a lack of nearby parking does not deter them from shopping at a particular store, though 39 per cent do consider it a barrier. These shared perspectives show that while generational preferences vary, common consumer experiences still unite shoppers of all ages, the survey said.
Fibre2Fashion News Desk (RR)
