Gen Z's Shopping Habits in 2025: What We're Buying and Why It Matters

How Gen Z is Spending in 2025: The $450 Billion Generation

Alright y’all, let’s talk about how we, Gen Z, are absolutely running the economy right now. Whether it’s swiping on TikTok Shop, dropping cash on sustainable drip, or choosing brands that actually walk the talk, our generation is making moves—and companies are scrambling to keep up. With a massive $450 billion in global purchasing power, we’re not just influencing trends; we’re shaping how the entire world buys, thinks, and vibes.

Let’s dive deep into how we spend, what we value, and why brands need to level up if they want our attention in 2025.

The Big Picture: Gen Z's Power Over the Market

Let’s break it down: Gen Z might be young, but we’re already dominating consumer spending. We make up 30% of the global population, but somehow we’re responsible for 40% of all consumer spending worldwide. Yup, that means nearly half of what people are buying is influenced by us. Let that sink in—our generation, the youngest in the mix, is completely reshaping how the world spends money.

And it’s not just about sheer numbers—it’s about how we spend. We’re not out here throwing money at brands just because they’re popular or convenient. We’re strategic with our dollars. Everything we buy reflects our vibes, our values, and what we stand for. If a company doesn’t align with our beliefs—whether it’s about sustainability, diversity, or social responsibility—we’re moving on.

Want proof of our power? Gen Z shoppers now outnumber Gen X shoppers online. Think about that for a second. We’re swiping and clicking at rates that leave older generations in the dust. This is a major shift in the digital marketplace. What’s even more impressive is how our habits are influencing other generations. Millennials and even some Boomers are adopting Gen Z’s shopping preferences, like buying directly through social media or prioritizing ethical brands.

But here’s the catch: we’re not giving our money away for free. Brands have to earn it. We’re constantly watching, analyzing, and deciding who’s worth our loyalty. And it’s not just about the product anymore—it’s about the story. We want to see brands with authentic missions, transparency, and inclusivity. Companies stuck in outdated marketing tactics or failing to adapt to the TikTok era? They’re getting left behind faster than a laggy website.

Simply put, Gen Z is setting the rules, and if brands want to thrive, they need to play by them. We’re not just consumers—we’re market leaders.

Digital-First Shopping Habits

If there’s one thing we know how to do, it’s shop smart and shop fast—online. Why deal with crowded malls when we can scroll, click, and buy from the comfort of our beds? Our love for digital-first shopping is only getting stronger:

• 74% of us prefer shopping on our phones. Whether it’s Instagram ads, TikTok Shops, or apps like Depop, mobile shopping just hits differently.
• 28% of us are buying straight from social media apps. If a brand isn’t on TikTok or Instagram, they’re basically invisible to us. We don’t need to Google—we discover products in real time while scrolling.
• 67% of us prefer online shopping to in-store, which is up 7% from last year. Why? Because online shopping is fast, convenient, and, let’s be real, we can avoid awkward small talk with salespeople.

Companies need to realize that our phones aren’t just for fun—they’re our shopping malls. If a website is slow, outdated, or hard to navigate, we’re not sticking around. We want smooth, fast, and personalized experiences.

Ethical Consumerism and Sustainability

Here’s the tea: we don’t just shop to look good—we shop to make a difference. 73% of us are willing to pay more for sustainable products, which is a 5% jump from last year. And it’s not just a buzzword for us—we actually mean it.

If a brand has sketchy labor practices or doesn’t care about the environment, we’re over it. We’re twice as likely to support companies that show legit commitment to social and environmental issues. Brands like Girlfriend Collective and Allbirds? They’ve got the formula down: stylish, eco-conscious, and transparent.

But don’t get it twisted—we’re not asking for perfection. We just want to see effort. A brand that’s honest about their journey toward sustainability is way more appealing than one that tries to fake it.

Fashion & Beauty: Values Over Trends

Our spending on fashion and beauty isn’t just about what looks good—it’s about what feels right.

• 57% of us shop for clothes online. Fast fashion? It’s dying a slow death. We’re all about thrift shopping, sustainable brands, and resale platforms like Poshmark.
• Clean beauty is thriving because we want skincare and makeup that’s good for us and the planet. Products that scream inclusivity and transparency? Instant faves.

We’re not into shallow trends anymore. Brands need to have a personality, values, and, let’s face it, a strong meme game if they want to stay on our radar.

Food & Beverage: IRL Convenience

Yeah, we love the digital life, but when it comes to food, 51% of us still prefer to shop in physical stores. There’s something satisfying about grabbing snacks IRL, especially when the store aesthetic matches our vibe (bonus points if the lighting is TikTok-worthy).

But it’s not just about the food—it’s about the experience. Whether it’s trendy cafes or quick service restaurants, we want spots that feel fresh, inclusive, and Instagrammable.

Tech & Electronics: All About the Experience

We’re the most tech-savvy generation out there, and we’re picky about what we spend on. If a brand’s tech doesn’t deliver, we’re not buying:

• Mobile commerce now accounts for 45% of all online sales, which is a 10% jump from last year.
• We want personalized recommendations and seamless navigation—basically, don’t waste our time.

Social Media's Influence: The Real MVP

Social media isn’t just a place for memes and thirst traps—it’s where we find our favorite brands and products.

• 58% of us have bought something we saw on social media.
• 41% prefer discovering new products through short-form videos. Shoutout to TikTok for being our unofficial shopping buddy.

The Gen Z Wallet: How We Pay

We’re rewriting the rules of payment too:

• 55% of us use buy-now-pay-later (BNPL) options like Klarna. It’s not about being broke; it’s about being smart with money.
• 52% prefer debit cards, showing we like to keep it practical.

Top 20 Brands That Gen Z Loves in 2025

Here are the brands that are absolutely thriving with Gen Z in 2025, thanks to their creativity, authenticity, and ability to vibe with what we care about:

1. TikTok – The ultimate platform for entertainment, discovery, and shopping, TikTok is where Gen Z spends their time (and money).
2. Nike – Known for its stylish and inclusive campaigns, Nike stays on top with sustainable sneakers and collabs that sell out instantly.
3. Instagram – Still a go-to for aesthetic inspiration and discovering new brands, especially with its shopping feature.
4. Apple – From iPhones to AirPods, Apple’s sleek tech is a must-have for staying connected and stylish.
5. Shein – Love it or hate it, Shein dominates fast fashion with affordability and massive selection, though sustainability concerns loom.
6. Adidas – Rivals Nike with edgy collabs, comfy athleisure, and partnerships with stars like Bad Bunny and Pharrell.
7. Starbucks – The ultimate hangout spot with creative drink options that keep Gen Z coming back for more.
8. Glossier – Clean beauty with minimalist vibes, Glossier is still a Gen Z favorite for skincare and makeup essentials.
9. Allbirds – Sustainability meets style in Allbirds’ eco-friendly shoes, earning it major love from conscious shoppers.
10. Spotify – With curated playlists and personalized recommendations, Spotify is the soundtrack to Gen Z’s lives.
11. Amazon – Convenience is king, and Amazon’s fast delivery makes it an unbeatable online shopping hub.
12. Depop – The app for thrifting and selling secondhand, Depop is where Gen Z embraces sustainable fashion.
13. Skims – Kim Kardashian’s inclusive shapewear and loungewear brand speaks to Gen Z’s love for comfort and body positivity.
14. Crocs – The once “ugly” shoe is now cool, thanks to quirky collabs and Gen Z’s love for individuality.
15. Patagonia – With its strong environmental stance, Patagonia is the outdoor brand that resonates with eco-conscious Gen Zers.
16. Kylie Cosmetics – Kylie Jenner’s beauty empire still thrives with its trendy products and social media hype.
17. Fenty Beauty – Rihanna’s inclusive makeup brand is a go-to for Gen Z, with shades for every skin tone.
18. YouTube – The ultimate video platform for tutorials, entertainment, and discovering the next big thing.
19. BeReal – Keeping it authentic, BeReal captures Gen Z’s love for unfiltered, real-life moments.
20. Dr. Martens – Iconic, durable, and effortlessly cool, Dr. Martens boots are a staple in Gen Z’s wardrobe.

These brands aren’t just companies—they’re part of Gen Z culture. They’re staying relevant by meeting us where we are: online, socially conscious, and always looking for the next trend.

Brands, Take Notes

Here’s the takeaway: Gen Z isn’t just spending—we’re shaping the world. Whether it’s swiping for eco-friendly fits or using TikTok to discover our next impulse buy, we’re leading a new wave of shopping that prioritizes sustainability, authenticity, and ease. Brands that vibe with us know they need to stay relevant by being socially conscious, digitally seamless, and super active on platforms like Instagram and TikTok.

We’re not just another consumer base—we’re a movement. We’ve got the power to make or break trends, turn unknown brands into viral sensations, and demand better from companies when it comes to the planet and their values. The businesses that are willing to put in the work to connect with us? They’re cashing in.

Gen Z isn’t playing small—we’re shaping the future. And if brands want to roll with us, they better keep up.

Stay tuned for more deep dives into the world of Gen Z shopping and culture with Woke Waves Magazine.

#GenZSpendingPower #ShoppingTrends2025 #SustainabilityMatters #TikTokShopping #GenZValues