"The generation, born roughly from 1996 to 2010, is made up of more than 90 million Americans and already accounts for $44 billion in buying power. By 2020, Gen Z will represent 40% of all consumers." -ASI
This rising demographic is pretty different from its predecessors, the millennials. Because the oldest members were just 11 when the 2008 Great Recession hit, Gen Zers developed frugal spending habits – valuing quality items at low prices.
Gen Zers are true digital natives, born into the internet and social media. This means Gen Zers are hyper-engaged, constantly consuming and cross-referencing information to score the best deals online. Compared to 55% of millennials, 63% of Gen Z report shopping online in order to save time, according to research by professional services firm EY. While information may be unlimited, Gen Z recognizes the limitations and value of time.