Generation Z, for influencer-inspired Christmas gifts - Lifestyle

For Generation Z, ie young people between 13 and 20, the first mobile-first generation, Christmas is a magical time to live offline and not only on social media. Despite the fact that the GenZ is the first totally digital native, a research carried out by ZooCom through instagram stories among the ScuolaZoo community, shows that kids continue to prefer buying Christmas gifts at physical stores (40%) rather than just online ( 8%). 80% go to shopping centers to experience the frenzy of the holidays, including songs and glittering Christmas decorations. Be careful though: the online is always an option because it is basically part of their DNA. In fact, 54% state that they buy both in-store and online. GenZ chooses the online to buy hard to find products and taking advantage of pre-Christmas discounts, the preferred platform is Amazon (86%). The choice of gift starts online: 48% confirm that they rely on what they see on social media and let themselves be inspired by what they publish their favorite brands and influencers. The GenZ in fact identifies in brands and influencers the styles to follow, from which to be inspired and through which to identify, does not look in their profiles for the products themselves, but for what they represent. For the final choice, however, the advice of salespeople in physical stores (57%), friends (55%) and family (38%) are always fundamental. But what will the GenZ put under the tree? More than 70% of the packages that will put under the tree will contain perfumery products and clothing: make-up, perfumes, sweatshirts and trendy shoes are among the most sponsored products on Instagram and also the most economically accessible among teenagers who spend on average between 50 and 100 euros for their Christmas purchases (40%). Christmas 2019, however, will also witness the unpacking of many books: the GenZ reads much more than the Millennials , in fact 40% of the respondents said that under the tree will put essays and novels, against an unexpected 37% of technological gifts.