Retail Resurgence: 90 Percent of Gen Z Shoppers Have Made an In-Store Purchase Within the Last Week

Survey of US Adults Ages 18–25 Finds Revealing Insights about Young Shoppers

Nearly 60 percent of 1,009 young people polled said they’ve visited a mall within the last week and almost 90 percent have made an in-store purchase during their visit. While Generation Z shoppers may be using traditional shopping methods, they are also leveraging non-traditional retrieval methods. More than half (58%) said they have used Buy Online Pickup In-Store (BOPIS) with nearly two-thirds using it within the last month.

They survey was conducted May 29 through June 8, 2019, by Zogby Analytics and commissioned by Package Concierge. Using internal and trusted interactive partner resources, thousands of adults were randomly invited to participate in the interactive survey. Based on a confidence interval of 95%, the margin of error for 1009 is +/- 3.1 percentage points.

“The survey validates what we’ve known to be true—shopping behaviors are evolving and consumers want options that include both online and in-store experiences,” said Georgianna W. Oliver, founder of Package Concierge. “As retailers work to market to the coveted Generation Z demographic, they must employ modern methods to attract younger shoppers. The BOPIS strategy is only as strong as the ease and innovation of its fulfillment method, which is why we’re seeing traction for our automated locker system that simplifies and secures the entire process for both retailers and shoppers.”

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The survey also found 3 in 10 shoppers have used an automated locker, and when choosing between two equal retailers for the same item, 60 percent of Generation Z shoppers say BOPIS plays a factor in retailer selection; showing that it literally pays for retailers to adopt a strong automated BOPIS strategy.

While 23 percent say they buy “everything” online, next-day shipping isn’t fulfilling the instant gratification factor necessary for most young shoppers. Nearly one-third of those polled say they want their item within just a few hours because they wanted items quicker than they can get them via online shopping.

More than 4 in 10 use BOPIS to ensure the item is available before they head to the store, while 30 percent rely on it because they’re last minute shoppers.

“The findings just scratch the surface in uncovering helpful insights about young consumers, and we’re excited to help share their voice so retailers can better understand what they want from their shopping experience,” added Oliver.

For the full survey results, click here.

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