Getting to the top of Gen Z’s Christmas List
As the holiday season approaches, brands are strategizing how to get to the top of Gen Z’s Christmas list. Gen Z is a unique group of people and their shopping habits are just as unique as they are.
Gen Z encompasses people that range from ages 9 to 24-years-old. This group grew up with smartphones in their hands, and most of them don’t remember life without social media. Because of this, online shopping is very important to Gen Z.
Additionally, a large percentage of Gen Z were alive, though very young, during the economic recession. A 17-year-old Gen Zer would have been 6 when the economic crisis began in 2008. This means they saw the financial struggles their families went through and see the lasting debt many still carry. Consequently, the price of an item is the most important factor when buying an item. So, what does it take for a brand to get to the top of Gen Z’s Christmas List?
Mobile, Mobile, Mobile
Considering Gen Z’s reliance on the internet and social media means they’re not new to the online shopping game. In fact, they’re well versed in it, so it’s not surprising that they want to do their shopping online. However, simply having an online store isn’t quite enough to make it onto Gen Z’s Christmas list. Obviously, Gen Z isn’t new to the online shopping game. In fact, they’re well versed in it. This means that your brand’s website and online store need to have a quality mobile user interface. In order to keep your audience on the site, the store must be easy to navigate on a mobile device, too.
As discussed in an earlier Scout Social blog, Gen Z has a shorter attention span and look for instant satisfaction. If your website is lagging, confusing, or boring, they won’t stick around too long.
Don’t let Gen Z fool you, though. Despite their love for mobile shopping, they’ll still be doing holiday shopping in stores. According to AdWeek, Snapchat data has found that 70% of Gen Z users will be going to physical stores on Black Friday. This study also found that Snapchat users are 1.5 times more likely to research what they’re buying online before they shop in-store. So, even if they do participate in in-store shopping, they will have already viewed the items they want online.
Price is Important
Whether Gen Z is shopping online or in-store, price will always be the biggest influence in their shopping decisions. Snapchat’s research also shows that their Gen Z users are excited about Black Friday, suggesting that Gen Z loves a good sale (who doesn’t?). Therefore, pricing is another thing brands need to keep in mind if they want to be on Gen Z’s Christmas list.
Obviously, Gen Z is young, with some members just entering the workforce and others still in grade school. They don’t have a lot of disposable income, so they’re a bit more frugal when shopping. They learned their spending and saving habits from the adults in their lives, especially their Gen X parents, who faced the brunt of the recession. Since price is so important to Gen Z, if you want your brand to be at the top of Gen Z’s Christmas list you need to consider how to maximize your brand’s value.
Sprout Social suggests marketers target Gen Z by emphasizing discounts and value. Gen Z doesn’t want to pay full price for anything. That’s why Black Friday and Cyber Monday sales are a big hit. To get onto Gen Z’s Christmas list, consider offering discounts. These can range from student discounts, to limited time offers, and free shipping. Discounts will catch your audience’s eye. Also, they may draw the audience to your brand or encourage them to follow through with their purchases.
Due to their price sensitivity and instant information access, Gen Z wants to make sure every dollar is a dollar well spent on a quality product. A blog from Retail Dive suggests that retailers think about “how best to drive interaction on social and make sure that their efforts aren’t being lost in a sea of other brand posts.”
To ensure that their money is being spent on the best products, Gen Z listens to and follows influencers. Influencers offer genuine, relatable reviews on products to their audiences, which is important to Gen Z. Therefore, if you want your brand to make it to the top of Gen Z’s Christmas lists, influencers should be at the top of your list.
In addition to product reviews, influencers help showcase the personality of a brand in a way that normal advertising can’t. Having a real-life person interact with your brand’s product and, in turn, interact with your customers brings life and interest to it. The Gen Z audience gets to hear opinions about an item from someone that they deem a trustworthy source. This can be that last push they need in order to click the “check-out” button.
Gen Z’s List
With all of this in mind, you’re probably wondering what items are already on Gen Z’s list. As you might assume, this individualistic group creates lists that are vastly different from their older counterparts.
All I want for Christmas is you, right? Unfortunately, it’s not so simple for Gen Z. They like tech, experiences, and items to compliment their unique personalities.
Members of Gen Z are increasingly opting for ad free experiences. To accommodate this, they ask for a year’s worth of subscription services. For example, Spotify, Netflix, and Hulu are all near the top of Gen Z’s Christmas list. Receiving a subscription not only saves them Gen Z money each month, but also adds platforms of respite from the barrage of advertisements they see every day.
Gen Z also wants new technology. Having the newest technology helps keep in contact with friends, them stay up to speed with the rest of their generation, and monitor any new trends. Technology, however, isn’t cheap, so Gen Z relies on the holiday season to get the newest gadgets.
Lastly, Gen Z is on the lookout for quirky, funny gifts. This can range from an eye-catching, trendy jacket or a succulent shaped neon light for their room. Gen Z wants items that show off their personality to all of social media.
Where to Start
Do you think your brand should be at the top of Gen Z’s Christmas list? Scout Social can help you achieve this goal. We use our network of native media to reach Gen Z and Millennial audiences. Click here to contact us and learn more about how we can get your brand onto Gen Z’s list this holiday season.