Black Friday is most popular with Gen Z, even as the holiday loses its shine, new survey finds

Daily News Brief

English Version

Summary

A new survey reveals Gen Z as the most enthusiastic Black Friday shoppers, despite overall spending pullbacks and a shifting “K-shaped” economic landscape. The findings highlight generational divides in shopping timing, a preference for in-person inspiration over social media, and cautious, value-driven consumer behavior favoring small businesses.

Key Points

• Gen Z Leads Black Friday: 40% of Gen Z and 32% of millennials plan to shop most on Black Friday, while older generations shop closer to Christmas.
• Spending Declines: Gen Z plans to spend 23% less this holiday season, the sharpest decline of any generation.
• “K-Shaped” Economy: Wealthier consumers spend more, while lower-income shoppers are more conservative, a trend expected to continue through the holidays.
• Value-Driven Shopping: Consumers are more intentional, with 77% preferring small businesses if prices are comparable, an 8-point increase from last year.
• Inspiration Source: 72% get gift ideas from in-person shopping, not social media.
• AI vs. Traditional Search: Only 9% are likely to use AI for gift-finding; most prefer traditional online search methods.

中文版本

摘要

一项新调查显示，Z世代是黑色星期五最热情的购物者，尽管整体消费出现缩减且经济呈现”K型”分化趋势。调查结果揭示了购物时间上的代际差异、相对于社交媒体更偏爱线下获取灵感的倾向，以及支持小型企业的谨慎、价值驱动型消费行为。

关键要点

• Z世代主导黑色星期五：40%的Z世代和32%的千禧一代计划在黑色星期五进行大部分购物，而年长一代更喜欢在临近圣诞节时购物。
• 消费支出下降：Z世代计划在本假日季平均减少23%的支出，这是所有世代中降幅最大的。
• “K型”经济：高收入消费者增加支出，而低收入消费者购物更趋保守，这一趋势预计将持续整个假日季。
• 价值驱动型购物：消费者购物更加谨慎且有目的性，77%的消费者表示如果价格相同，他们愿意全部在小型企业购物，这一比例较去年上升了8个百分点。
• 灵感来源：72%的人从线下购物而非社交媒体获取礼物灵感。
• 人工智能与传统搜索：仅9%的受访者可能使用AI寻找礼物，大多数人仍倾向于传统的在线搜索方式。