5 Ways Gen Z is Redefining Retail, And What It Means for Shopping Centres
Being raised as ‘digital natives’, not knowing a world where every product or service they want isn’t a few clicks away, Gen Z has been shaped into a market with fresh expectations that retailers will need to adapt to in order to capture this customer base.
With in-store interaction placing secondary to the convenience of online shopping from the comfort of their own home, Gen Z now not only prefer, but require, a streamlined, efficient in-person shopping experience that will provide them with something that clicking ‘add to cart’ from their phones cannot. Here are the top trends defining how Gen Z shops, and what they now expect from the retail experience.
1. They are ‘Informed Consumers’.
Gen Z are highly informed, research-driven consumers who rarely walk into a store without prior knowledge of what they want. Platforms like TikTok, YouTube, and online reviews (e.g. Yelp or Google Reviews) act as their first point of contact, where they compare competing products, watch real-life demonstrations, and assess quality through others experiences before making a decision. By the time they reach a physical retail store, they’ve often already narrowed down their options and decided what they are willing to spend their money on.
This pre-shopping behaviour only becomes more popular amongst younger consumers as social media platforms like Tiktok become inundated with paid partnerships by influencers, product placements or long term brand partnerships by brands with their favourite influencers. The emergence of this trend shifts the role of retail from discovery to confirmation as stores are no longer where decisions begin, but where they are validated.
41% of Gen Z use social media to discover new products, and 87% are willing to buy based on influencer recommendations.
GlobalWebIndex & Clutch, 2025
What this means for retailers: Invest in searchable, shareable content and ensure your brand is present where Gen Z is already researching – before they even leave the house.
2. They are a lucrative, but fast-moving customer base.
Gen Z sits at the centre of a culture driven by microtrends. Platforms like TikTok and Instagram have accelerated the lifecycle of trends, with new aesthetics, “cores,” and viral products emerging and disappearing within weeks.
Constant exposure to new styles and ideas means Gen Z is always looking for what’s next. This creates a highly dynamic consumer base where demand is continuously refreshed by cultural momentum and social relevance.
Gen Z’s global retail spending is projected to surpass $12 trillion by 2030.
The Wall Street Journal, 2026
What this means for retailers: Success depends on agility. Brands must stay culturally relevant, respond quickly to trends, and understand how to engage with online communities in real time. Short-form videos that keep up with the ‘sound’ or trend of the week play a central role in shaping purchasing decisions, and younger consumers tend to pay more attention to brands their trusted influencers partner with – this is not necessarily determined by their follower count, but instead their organic engagement. Retailers that understand platform algorithms, trends, and online communities are far more likely to succeed.
3. Price is the defining factor.
Despite their strong influence on trends, Gen Z remains highly price-conscious. Economic factors such as rising living costs, a challenging job market, and broader financial uncertainty have shaped a generation that is cautious with spending. Rather than purchasing impulsively, Gen Z actively seeks value. They are particularly attracted to student discounts, loyalty programmes, promotional offers and crucially – flexible payment options such as Tabby and Tamara, which offer Buy Now Pay Later (BNPL) options and payment plans.
More than 79% of Gen Z wait for products to go on sale, and only 21% regularly pay full price.
PwC, 2025.
59% of consumers in the Middle East use BNPL services to manage budgets and cash flow.
Tabby Middle East Shopping Survey, 2024
The BNPL market in the UAE is valued at approximately USD 4.25 billion, having experienced a period of rapid growth marked by a CAGR of 24.5% from 2021 to 2024.
Grant Thornton, 2025
What this means for retailers: Affordability and perceived value are critical. Retailers must justify pricing clearly while offering flexible payment options and incentives to attract and retain Gen Z consumers.
4. They are highly skeptical consumers.
Gen Z are highly skeptical consumers, shaped by growing up in an environment saturated with constant advertising and marketing. Having been exposed to influencer promotions, targeted ads, and branded content from a young age, they are quick to question authenticity and are far less likely to trust traditional marketing at face value. Instead, they place greater value on word of mouth; recommendations from friends, family, and especially unpaid online reviews, which they perceive as more genuine and unbiased.This shift means that credibility is no longer controlled solely by brands; it is built through peer validation, making trust, transparency, and authenticity essential for influencing Gen Z purchasing decisions.
72% of Gen Z say customer reviews are the most credible influence when engaging with a brand, with independent research and surveys (68%) and expert opinions (68%) being the joint second most influential factors.
Walr / We Are Talker Study, 2026
What this means for retailers: Transparency is essential. Brands must prioritise authenticity, encourage genuine customer feedback, and engage with their audience in a way that feels real rather than overly curated.
5. First impressions are everything — visuals drive the decision.
For Gen Z, visual appeal plays a decisive role in engagement. Whether in-store or online, aesthetics often determine whether a brand captures attention at all. This extends beyond traditional visual merchandising to include store layout and design, website interface and social media presence. Everything must feel cohesive, modern, and instantly engaging.
With constant exposure to fast-moving digital content, Gen Z has a limited window of attention. Brands have only seconds to make an impression before being dismissed. As a result, retail environments both in person and online, as well as visual merchandising must be designed to maximise immediate visual impact in this ‘attention economy’.
77% of Gen Z prioritize bright, clean, and organized spaces, 64% value friendly and helpful staff and 50% want good music to create a welcoming atmosphere.
Colliers Gen Z Consumer Pulse Survey, 2025
What this means for retailers: Aesthetics are central to engagement. Retail spaces must be visually compelling, immersive, and aligned with current cultural and digital trends.