Generations introduced their favorite brands in recent purchases. A new survey of over 33,000 Americans of all ages shows how each generation, from Generation Z to Baby Boomers, shops. While there are slight differences between the shopping habits of Baby Boomers, Generation X, and Millennials, Generation Z seems to have completely changed the game.
Research Method and Brand Evaluation
This 10-minute online questionnaire asked participants to select categories they have purchased or researched in the past three years and name up to three brands in those categories. They were then asked to rate the brands based on customer service, user experience, and quality on a scale of 1 to 5. The final question asked them how likely they are to recommend the selected brands to friends and family of the same age.
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Popular Brands of Each Generation
The brands introduced in each category are those that each generation mentioned the most and rated the highest. Baby Boomers are fond of the Brooks brand for running shoes, which tops this generation's list of brands. While Kate Spade is the favorite brand of Generation X, Ninja ranks first for Millennials. Ice Mountain bottled water, which has gained popularity through TikTok, has caught the attention of Generation Z.
However, some categories are completely empty for Generation Z, providing a glimpse into their lifestyle differences compared to previous generations. For instance, there is no representation from Generation Z in the department stores and women's clothing brands category.
In department stores, the Nordstrom brand has been favored by Baby Boomers, Generation X, and Millennials, but a significant number of Generation Z participants did not list any department stores, indicating that these stores may be less relevant to this generation.
Ultimately, Generation Z tends to lean towards a mix of luxury and budget stores instead of shopping at a department store, preferring to shop directly from brands like Michael Kors, Coach, or Zara. They are also not particularly loyal to specific brands and pay more attention to clothing worn by celebrities on social media.
This generation is also more inclined towards experiences rather than objects, especially investing in travel, sporting events, and Instagram-worthy food.
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