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Shopper Insights

Planning your retail strategy starts with following your shoppers to where they will go next. Throughout the year WSL conducts national research studies among thousands of shoppers and interprets the findings into what our clients need to be ready for.

And, we deliver global retail innovation that will influence shoppers' expectations of what the shopping experience needs to become. Helping brands and retailers anticipate shoppers' needs, wants and values starts with How America Shops® shopper research.

Gen Z: The Next Shopping Revolution

Gen Z: The Next Shopping Revolution

Catch ‘em if you can!  While Gen Z’s are leading the way in digital shopping, they are a diverse group…not all are ordering online or using digital payments in-store.

Look for them to be…

  • Online AND in the store
  • In big chains AND specialty stores
  • In Beauty, Dollar AND Convenience Channels
  • Making more planned AND spontaneous purchases
  • Saving AND spending, especially on things that support their values and desire for self-expression

This new Gen Z report digs deep into their preferences across 41 categories, revealing which retailers they prefer for specific categories. From the results, retailers can learn their biggest competitors for Gen Z by category, by following the group’s wide go-to list, from specialty to mass to online-only retailers. 

Contact us to buy: Candace Corlett
212 . 924 . 7780

Download List of Categories

Gen Z: The Next Shopping Revolution

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