Gen Z Shoppers Ditch Ovens and Malls

Gen Z shoppers are moving away from traditional retail habits, preferring delivery services and specific brand stores over department stores and home appliances.

This shift is based on a new consumer survey conducted by TIME and its data partner Statista. The study polled more than 33,000 Americans across all age groups. Participants completed a 10-minute online questionnaire. They listed up to three brands they had purchased or researched in the past three years. They then rated those brands on customer service, user experience, and quality. They also indicated how likely they were to recommend those brands to friends of a similar age.

The data shows distinct patterns for each generation. Baby Boomers ranked Brooks as their top brand for running sneakers. Gen X favored Kate Spade handbags. Millennials selected Ninja kitchen appliances. Gen Z, however, listed Ice Mountain bottled water as their top choice. That water brand gained popularity through TikTok.

Several categories were completely blank for Gen Z respondents. These include department stores, women's clothing brands, and ovens. Nordstrom was ranked by Baby Boomers, Gen X, and Millennials, but no meaningful number of Gen Z participants listed a department store. This suggests those stores are less relevant to the younger generation.

Neil Saunders, Managing Director and Retail Analyst at GlobalData Retail, notes that couture brands are opening their own stores elsewhere. He states that the department store segment has seen its market share decline every year for the last decade. Additionally, many department stores are located in malls. Foot traffic in those malls has dropped as Millennials and Gen Z shop online or buy second-hand items. Capital One Shopping Research reports that an average of 40 malls closed in the U.S. every year between 2017 and 2022.

Jeff Fromm, author of Marketing to Gen Z and Marketing to Millennials, describes Gen Z as ultimate day traders. He says they tend to visit a mix of high-end and budget stores to buy specific brands. They are less loyal to particular designers than previous generations. Instead, they follow trends seen on social media. Fromm adds that Gen Z and Millennials spend more on experiences than on physical goods. This includes travel, sporting events, concerts, and food.

The absence of oven brands in the Gen Z data is notable. Jack Curran, Senior Analyst and Team Lead at IBISWorld, explains that this gap likely relates to homeownership rates. He notes that only about 25% of Gen Z owns their own homes. This means roughly 75% of the generation does not purchase large appliances like ovens. Renters typically use the appliances already installed in their apartments. Saunders adds that Gen Z spends more time eating takeout from fast-casual restaurants than cooking meals at home. They have access to delivery apps like DoorDash and Uber Eats, which were not as prevalent for older generations.

Despite these differences, all generations agreed on one favorite brand. Chick-fil-A was appreciated by respondents across all age groups.

The survey results are now available for public review. The data provides a clear snapshot of current shopping behaviors in the United States.