New Delhi: Assiduus, a cross-ecommerce accelerator platform, recently conducted a study to explore how Gen Z approaches festive shopping, providing key insights for brands on the rise. did.
Beyond the last-minute rush that comes with festive sales that most shoppers experience, Gen Z is all about planning. Assidus found that nearly 60% of respondents said they planned their purchases in advance. Whether it’s the latest technology gadget or skincare essentials, they take the time to evaluate their options instead of impulsively adding items to their cart. They know what they want, they’ve done their research, and they stick to a budget.
One thing about Gen Z is that they rely on their phones for almost everything, including shopping. The entire purchasing process, from comparing prices to reading product reviews, happens on your device. Brands need to ensure their mobile apps and user experience are top-notch. If it doesn’t work seamlessly on your phone, it’s not worth your time.
When it comes to finances, Gen Z is incredibly disciplined. Only 38% of people admitted to overspending during the holiday season. While many consumers may indulge in swiping sprees, this generation prefers to prepay primarily in cash or UPI and usually avoids EMI or credit options unless interest is involved. They are not interested in falling into a debt trap for festive shopping.
What really sets this generation apart is how much they value endorsements from their friends, family, and local influencers they follow on social media, rather than the typical celebrity endorser. For brands, leveraging these local networks is likely to yield better results than splurging on one well-known ad campaign.
The rapid increase in sales of beauty and wellness products is an important trend to watch. Approximately 54% of Gen Zers report that they plan these purchases in advance, with skincare routines and wellness items becoming cart staples.
Practicality remains the main focus, with effective essential products leading the way. After all, it’s about making a good deal. Gen Z is attracted to value, discounts, peer recommendations, and festive offers, but they’re not just chasing after flashy sale banners.
Many reported being somewhat disappointed due to limited inventory, slow delivery times, and reduced product selection in the city during the Christmas season. Sales get their attention, but their loyalty lies with brands that provide a better overall experience.
While these trends hold true for many in Gen Z, it’s important to note that there is still variation within the generation based on factors such as location, socio-economic status, and personal preferences. Not all Gen Z consumers fit neatly into these categories.
Gen Z is a unique breed that combines a frugal financial mindset with a deep passion for all things digital, and they believe in local voices. This generation presents a huge opportunity for brands, but they need to meet brands where they are (on their phones and within their trusted circles) and offer real value in return.
Somdutta Singh, Founder and CEO of Assiduus, said: “Gen Z has a tech-savvy mindset and wants authenticity. There’s one thing brands need to understand: It’s no longer just a flashy sale, but a meaningful, personalized one that resonates with their values. At Assiduus, we are constantly evolving to cater to this generation, who are online and ready for a seamless shopping journey.”
