#USA #Gen Z #Tempe #GoDaddy #Millennials

Uncovering the Shopping Habits of Gen Z and Millennials

A recent survey conducted by GoDaddy, a frontrunner in digital marketing solutions for small businesses, has unveiled intriguing patterns in how Gen Z and Millennials are shopping on social media. The findings indicate that an overwhelming 90% of these younger consumers resort to impulse buying, precisely through platforms that many might not expect.

Conducted in September among 1,500 U.S. consumers, the survey indicates that over 20% of respondents engage in social media purchases at least once a week, with Facebook rising as the dominant platform, largely thanks to Millennial users who are leading the buying charge.

Generational Differences in Shopping Preferences

The survey results highlight significant differences in shopping behaviors across generations. Millennials emerged as the most likely demographic to make purchases on Facebook, while both Gen X and Baby Boomers appear equally interested in the platform as Gen Z. When asked whether they had purchased anything from Facebook in the last three months:

• - Gen Z: 31% responded positively
• - Millennials: 52%
• - Gen X and Boomers: 35%

Conversely, Gen Z led again with a notable 52% making purchases via TikTok in the same time period, far surpassing Millennials (37%) and the older generations (12%). Instagram, too, proved popular, with Gen Z recording 44% of purchases, while Millennials were at 39%. In contrast, only 12% of Gen X and Boomers purchased through Instagram.

Impulsive Purchases on the Rise

A staggering 62% of Gen Z and 56% of Millennials reported buying on social media at least once a month. Alarmingly, just 9% of Gen Z and 12% of Millennials indicated that these purchases were planned ahead of time. Shockingly, one in five consumers from these demographics reported making several purchases weekly through social platforms.

Both generations displayed similar spending behaviors, with 80% of Gen Z and 79% of Millennials having made social media purchases, compared to a mere 51% of Gen X and Boomers. Predominantly, these purchases were categorized into three key areas: fashion and clothing (37%), food (22%), and electronics (10%). Moreover, many in Gen Z (44%) and Millennials (38%) expressed reluctance to spend more than $50 on social media purchases.

Barriers to Purchase: Legitimacy and Shipping Concerns

Despite the eagerness to shop, consumers faced hurdles. A staggering 47% across all generations cited uncertainty about the legitimacy of businesses as their primary concern over making purchases through social media. Shipping costs and extended wait times were also significant deterrents for nearly half of Gen Z (46%) and Millennials (47%).

Amy Jennette, a trends expert at GoDaddy, emphasized that small business owners should be aware of these evolving consumer habits. “Consumers are actively shopping on social platforms in ways that may surprise small business owners,” she remarked, encouraging entrepreneurs to establish convenient, shoppable posts directly within social media platforms to enhance customer engagement and sales.

Recommended Platforms for Small Businesses

The survey also pointed out that most Millennials (67%) believe small businesses should prioritize maintaining a presence on Facebook. It aligns well with their shopping habits as illustrated by the statistics:


E-commerce businesses should take heed of this data to optimize their social media strategies and profiles to serve their target audiences better, allowing for more convenient shopping experiences. For small businesses looking to navigate these new trends, GoDaddy offers a unified dashboard that allows entrepreneurs to manage and sync their product listings effortlessly across platforms, facilitating direct purchases right through social media.

To learn more about GoDaddy and the services they offer, visit www.GoDaddy.com.