#Japan #Gen Z #Social Media #Shibuya #Don Quijote

Understanding the Purchasing Behavior of Women in Gen Z and Surrounding Generations

A recent survey conducted by GLAP Entertainment in Shibuya, Tokyo, reveals exciting insights into the purchasing behaviors of women aged 18 to 30 from Generation Z and nearby generations. The survey focused on the transition from social media exposure to actual purchases, emphasizing how platforms like TikTok and Instagram influence shopping habits.

The Rise of Buzz Products

The term “buzz products,” which refers to items gaining rapid popularity through social media, has become synonymous with the purchasing behavior of younger consumers today. This phenomenon is particularly prominent among Gen Z and their peers, who are integrating trends from social media into their everyday shopping routines. The well-known discount store, Don Quijote, stands out as a go-to place for trying out these trending products. With its extensive array of goods, it aligns perfectly with the consumption mindset of the social media generation.

Survey Background

The research assessed the behavioral patterns of 300 women aged 18 to 30, analyzing how their interactions with social media platforms trigger shopping decisions. Sponsored by GLAP Entertainment, the survey spanned the week from May 9 to May 16, 2025. The goal was to delve into how social media engagements accelerate the traditional cycle of info engagement → visiting stores → making purchases.

Summary of Findings

The differences in purchasing habits across age groups were strikingly clear:

• - Ages 18–20: This younger cohort is heavily influenced by TikTok, with 46% reporting that they first learned about products from this platform. They demonstrate a rapid transition from viewing products on social media to purchasing them, often visiting stores within one day of exposure. Their spending tends to focus on low-cost items, such as snacks and drinks.

• - Ages 21–25: Here, Instagram emerges as the leading platform, with 40% sharing that they first encountered products there. For this group, beauty products are major purchases, reflecting a desire for visually appealing items, often supported by user-generated content.

• - Ages 26–30: As they likely have more disposable income, this age group tends towards higher-value purchases. They prefer researching products via forums or review threads before making decisions, showing a deliberate approach to shopping.

Influence of Social Media on Shopping

Different generations leverage varying social media platforms, which significantly influence their shopping behaviors. For instance, while TikTok drives the majority of interactions for the 18-20 age group, the 21-25 demographic relies heavily on Instagram. Conversely, the 26-30 age group finds value in X (formerly Twitter) for gathering information prior to making purchase decisions.

Furthermore, product interaction times vary, with the youngest cohort spending the most time in stores, exploring multiple products, compared to their older counterparts. This highlights a trend where younger consumers are more exploratory and impulsive in their shopping styles, illustrating an evolving landscape of retail engagement.

Category Insights and Spending Behavior

Analysis of expenditure reveals noticeable trends:

• - Ages 18–20: They predominantly spend under 1,000 yen, with 35% of purchases in this bracket. Their primary interests are snacks and beverages, showing a preference for smaller impulse buys.

• - Ages 21–25: Here, spending spikes into the 1,001–3,000 yen range, with cosmetics making up a substantial chunk of purchases, driven by the desire for Instagram-worthy products.

• - Ages 26–30: Spending exceeds 3,001 yen for 35% of individuals in this age group, with an increased focus on beauty gadgets and premium cosmetics as they seek quality over quantity.

Implications for Marketing Strategy

The findings suggest that brands and retailers should differentiate their marketing strategies according to the age group. Tailoring marketing efforts to align with the specific social media usage, in-store experiences, and typical spending categories of each generation can enhance effectiveness. Retailers must notice these shifting dynamics to stay relevant with their audience.

Download the Detailed Report

For more in-depth insights into the purchasing routes of women from Gen Z and surrounding generations at Don Quijote, download the comprehensive report available for free on the GLAP website. The document includes extensive graphs and actionable marketing strategies tailored to this demographic.

For further inquiries regarding marketing tactics based on these findings, visit our contact page - we'd love to help you maximize your impact in capturing this critical market segment.