The curious case of Gen Z’s holiday shopping plans
In a Deloitte survey, Gen Zs say they plan to slash their holiday spending—but they’re also the most likely to eye luxury goods. How can retailers decode those mixed signals?
Generation Z is rewriting the holiday shopping playbook in ways that might surprise retailers.
Deloitte has been tracking holiday retail trends for 40 years, and this year, the survey included more than 700 Gen Z respondents—shoppers born between 1997 and 2012. Their responses revealed a series of unexpected patterns that can offer retailers new insights into this generation’s shopping behavior.
For example, despite being digital natives, Gen Z respondents report being more frustrated with online shopping than older generations. They also say they plan to cut their holiday budgets more than anyone else—yet at the same time, they’re eyeing some luxury purchases.
Melissa Naple, an audit and assurance partner with Deloitte & Touche LLP, explores these insights from our 2025 Holiday Retail Survey and shares what retailers need to know to connect with these young shoppers.
Watch the video to learn more.
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