Irresistible impulses of today’s students

Posted: 3 Mar 2020 - 11:04
Irresistible impulses
Are Gen Z students savvy shoppers or impulse purchasers? And what role does a 12-month sales strategy have in a market that's so unpredictable.

On one hand, Gen Z is considered frugal, risk averse, and carefully considered. Growing up under the yoke of austerity and financial crises, Gen Z watched as their parents made cuts and changes to keep their families afloat. This, in turn, has led to today’s generation being some of the most careful young adults in history. They smoke less, they drink less, they watch less TV, they care about the environment, and they choose their brands carefully in light of all of this.

On the other hand, and in the face of all those powerful characteristics, students continue to spend.

Hearing the phrase ‘whatever’s on sale that looks good’ or ‘whatever catches my eye’ is enough to strike fear into the hearts of any retailer hoping to target students this year, but that comes straight from the horse’s mouth. What role does a 12-month sales strategy have in a market dominated by instant gratification? Or in a market where, out of the top 20 items sought out by Gen Zs over sale weekends, only clothing comes ahead of ‘impulse purchases’?


Find out more about student spending habits and other interesting facts in the first of our seven-part series. Spend – lifestyle report 2020.

Download full report now


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