Z Generation Shopping Survey 2025 Highlights Fashion and Entertainment Spending Trends
On the flip side, previous purchases suggest this demographic practices a mindset of selective spending—while they indulge in fashionable items, they are equally capable of restraint, demonstrating a balance in their consumer habits. They seem to abide by a motto: 'Buy when it's right, save when necessary.' This duality reflects a savvy understanding of the financial landscape.
Entertainment spending, particularly activities related to fandom or 'oshi-katsu', remains a focal point for many respondents, with 40% indicating such categories as frequent purchase areas. Surprisingly, this category scored low on the list of areas designated for cost-cutting, reinforcing the idea that spending tied to personal enjoyment and entertainment is less likely to be seen as discretionary.
Interestingly, while 88.2% reported feeling the impact of rising prices on their shopping habits, a remarkable preference for expenditures that lift their spirits was evident. Examples of recent purchases frequently cited include those that simply make respondents feel good or constitute a treat for themselves.
Heading into the new year, expectations for the 2026 'hatsumode' (first shopping of the year) reveal an appetite for fashion, cosmetics, and entertainment spending. A noteworthy trend emerged where the majority—over 75% of respondents—plan to set their budget at 30,000 yen or less, demonstrating both cautiousness and financial awareness among this group. Notably, those expressing disinterest in purchasing 'fukubukuro' (lucky bags) often cited a desire to select only desired items, indicating a preference for assured satisfaction over chance purchases.
The Nudge card aims to provide insights into the financial behaviors of youth, particularly their approaches to spending and their values. With the ongoing pressures of inflation, this survey sheds light on which factors guide the Z Generation in their purchasing decisions, contributing to the development of a financial service that fosters a sense of security and trust for first-time credit users. Nudge continually aspires to understand and support young consumers in navigating their financial experiences in a positive manner.
When participants were asked about categories with notable purchasing opportunities in 2025, the results clearly indicated fashion and entertainment had a significant presence in spending. Respondents also highlighted common items like food and beauty products, indicating a focus on both trendy and essential daily goods. This not only illustrates a preference for fashionable items but also showcases a broader concern for practical expenses.
As the survey unfolded, the impact of economic trends surfaced again—over 88% noted they felt the consequences of inflation, confirming a prevalent concern among the youth today. When evaluating recent purchases, over half of respondents indicated they indulge in 'feel-good' purchases, implying a shift in focus from sheer practicality to emotional satisfaction as a key value in their consumer journey.
Despite recognizing the need to save in categories like fashion (35.5%) and beauty products (29.0%), respondents still express an unwillingness to cut back on areas like entertainment (17.2%), further illustrating the Z Generation's distinct spending psyche.
In the context of upcoming initial sales, the inclination toward fashion remains strong, with nearly 50% expressing a desire to shop in this category. Moreover, participants indicated more caution in budget management, as nearly 38% planned to spend within the 10,000 yen margin. With indications pointing to a growing trend of opting out of riskier purchases, such as fukubukuro, we see a keen interest in crafting a spending strategy that emphasizes discretion and certainty.
Nudge continues to cultivate its understanding of the youthful market, facilitating a connection between their financial behaviors and personal values—a key for the evolving landscape of consumer finance directed at a generation that prioritizes both enjoyment and prudent fiscal management. To access more detailed data from this survey, please reach out to our media relations team.
Founded in 2020, Nudge Corporation endorses the mission of reinventing financial experiences for individuals through their emerging cloud-native credit card service, the Nudge Platform. Specializing in serving young consumers with unique preferences and requirements, Nudge aims to empower the Z Generation in their financial choices with transparency and confidence. With the launch of their innovative credit card, the company strives to enhance the everyday financial decisions of youth, honoring their unique perspectives and lifestyles.
Founded: February 12, 2020
CEO: Takashi Okita
Headquarters: 4th Floor, Otemachi Building, 1-6 Otemachi, Chiyoda-ku, Tokyo
Capital: Approximately 4.6 billion yen
For more information about Nudge, visit our official website and corporate portals.
Entertainment and Fandom
Entertainment spending, particularly activities related to fandom or 'oshi-katsu', remains a focal point for many respondents, with 40% indicating such categories as frequent purchase areas. Surprisingly, this category scored low on the list of areas designated for cost-cutting, reinforcing the idea that spending tied to personal enjoyment and entertainment is less likely to be seen as discretionary.
Economic Pressures
Interestingly, while 88.2% reported feeling the impact of rising prices on their shopping habits, a remarkable preference for expenditures that lift their spirits was evident. Examples of recent purchases frequently cited include those that simply make respondents feel good or constitute a treat for themselves.
Intentions for Initial Sales in 2026
Heading into the new year, expectations for the 2026 'hatsumode' (first shopping of the year) reveal an appetite for fashion, cosmetics, and entertainment spending. A noteworthy trend emerged where the majority—over 75% of respondents—plan to set their budget at 30,000 yen or less, demonstrating both cautiousness and financial awareness among this group. Notably, those expressing disinterest in purchasing 'fukubukuro' (lucky bags) often cited a desire to select only desired items, indicating a preference for assured satisfaction over chance purchases.
Survey Background
The Nudge card aims to provide insights into the financial behaviors of youth, particularly their approaches to spending and their values. With the ongoing pressures of inflation, this survey sheds light on which factors guide the Z Generation in their purchasing decisions, contributing to the development of a financial service that fosters a sense of security and trust for first-time credit users. Nudge continually aspires to understand and support young consumers in navigating their financial experiences in a positive manner.
Detailed Findings
When participants were asked about categories with notable purchasing opportunities in 2025, the results clearly indicated fashion and entertainment had a significant presence in spending. Respondents also highlighted common items like food and beauty products, indicating a focus on both trendy and essential daily goods. This not only illustrates a preference for fashionable items but also showcases a broader concern for practical expenses.
As the survey unfolded, the impact of economic trends surfaced again—over 88% noted they felt the consequences of inflation, confirming a prevalent concern among the youth today. When evaluating recent purchases, over half of respondents indicated they indulge in 'feel-good' purchases, implying a shift in focus from sheer practicality to emotional satisfaction as a key value in their consumer journey.
Despite recognizing the need to save in categories like fashion (35.5%) and beauty products (29.0%), respondents still express an unwillingness to cut back on areas like entertainment (17.2%), further illustrating the Z Generation's distinct spending psyche.
Initial Sales Budget Preferences
In the context of upcoming initial sales, the inclination toward fashion remains strong, with nearly 50% expressing a desire to shop in this category. Moreover, participants indicated more caution in budget management, as nearly 38% planned to spend within the 10,000 yen margin. With indications pointing to a growing trend of opting out of riskier purchases, such as fukubukuro, we see a keen interest in crafting a spending strategy that emphasizes discretion and certainty.
Nudge continues to cultivate its understanding of the youthful market, facilitating a connection between their financial behaviors and personal values—a key for the evolving landscape of consumer finance directed at a generation that prioritizes both enjoyment and prudent fiscal management. To access more detailed data from this survey, please reach out to our media relations team.
- ---
About Nudge Corporation
Founded in 2020, Nudge Corporation endorses the mission of reinventing financial experiences for individuals through their emerging cloud-native credit card service, the Nudge Platform. Specializing in serving young consumers with unique preferences and requirements, Nudge aims to empower the Z Generation in their financial choices with transparency and confidence. With the launch of their innovative credit card, the company strives to enhance the everyday financial decisions of youth, honoring their unique perspectives and lifestyles.
Founded: February 12, 2020
CEO: Takashi Okita
Headquarters: 4th Floor, Otemachi Building, 1-6 Otemachi, Chiyoda-ku, Tokyo
Capital: Approximately 4.6 billion yen
For more information about Nudge, visit our official website and corporate portals.
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.