While Gen Z often gets the headlines, the truth is that shopping habits are shifting across all generations and businesses need to adjust to keep up.
A recent report shows that younger consumers are far more likely to buy directly from social media and rely on influencer recommendations. Many prefer real influencers over AI-generated ones. They also want visual proof that a product works. They favor video reviews or product demos over traditional written reviews.
It’s Not Just Gen Z
These trends are starting to influence how older generations shop too. About a third of people aged 35-55 have made purchases based on creator recommendations. And across all age groups, people expect businesses to meet them on their preferred platforms — whether that’s a website, social media, text messaging, or chat.
Know Your Audience
Understanding your customer is still the most important step. Consider:
- Which platforms your customers are using
- How they prefer to communicate
- How they want to schedule or make purchases
For example, Baby Boomers and Gen X may still prefer email, but are increasingly open to texting appointment reminders, booking online, or using chat for quick questions. Millennials and Gen Z expect full mobile access: discover, schedule, and purchase, all from their phones.
Make It Easy to Buy
The key takeaway is simple: make it easy for your customers to buy from you, however they want to buy. The more friction you remove, the more likely they are to complete a purchase.
- Start by reviewing your customer journey:
- Can people easily find your business?
- Can they book appointments online?
- Is your checkout process mobile-friendly?
- Can they get quick answers through messaging or chat?
You don’t need to overhaul everything at once. Focus on small changes that meet your current audience’s expectations and build from there.
The Bottom Line
Shopping habits will keep evolving. But when you focus on making things simple and convenient for your customers, you’ll stay ahead without feeling overwhelmed.
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Links in this episode: How does Gen Z shop in 2025?
