Survey of 2,000 shoppers in the UK, ages 16 to 26, finds that festive in-store experiences, high-quality service, and click and collect are top priorities
ALPHARETTA, Ga. — November 21, 2023 — Aptos, a leader in unified commerce solutions, today announced the findings of its 2023 Golden Quarter Consumer Survey. The report found that the majority of Gen Z shoppers plan to spend more or the same on Christmas gifts compared to last year and that visiting stores during the festive period is a top priority.
The survey of 2,000 UK consumers aged 16 to 26 was conducted in October 2023 and sought to identify the shopping habits and preferences of older Gen Z shoppers during the Golden Quarter, the peak retail sales period that runs from October through December.
Currently, Gen Z is recognised as ages 11 through 26. As this demographic gets older and gains more disposable income, they have become a key audience for retailers to engage.
Notable takeaways from the survey include:
The report also explores Gen Z’s expectations for in-store experiences and omnichannel cohesion:
Delivering retail magic this Christmas
Zaki Hassan, General Manager of EMEA and APAC at Aptos, said, “Gen Z hasn’t known a world without pervasive digital technology, and yet the physical store is still a major draw this festive period. As shoppers of all ages seek out stores – during the Golden Quarter and year-round – retailers are tasked with reinventing their stores for a modern, channel-agnostic age. At Aptos, our goal is to help retailers knock down walls between their offline and online retail operations to promote a better experience for shoppers whilst simultaneously ensuring higher profitability for themselves. The ability to deliver unified commerce is what enables the kind of memorable experiences that Gen Z and others crave.”
Click here to download Aptos’ 2023 Golden Quarter Consumer Survey, “Why Gen Z wants real-world retail magic this Christmas”.
This independent research was performed on behalf of Aptos by global market research firm 3GEM Research & Insights. The firm surveyed 2,000 Gen Z consumers (16-to-26-year-olds) in the UK in October 2023.
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