Gen Z driving resurgence in Australian physical retail

New research commissioned by Snapchat indicates that Generation Z is driving a resurgence in Australian physical retail. According to a survey of over 2,000 Australians, 44 per cent of Gen Z shoppers have increased their visits to brick-and-mortar stores over the past year, a rate more than four times higher than that of Baby Boomers.

Spending patterns follow a similar trend, with 44 per cent of Gen Z respondents reporting increased spending in physical stores, outpacing Millennials (33 per cent), Gen X (21 per cent), and Baby Boomers (29 per cent). The data suggests that shopping centers are increasingly serving as social hubs where products are discovered and tested.

Digital integration remains a key component of this trend. Approximately 77 per cent of Gen Z consumers discover products online before purchasing them in person. Social validation through private group chats plays a significant role in decision-making, with 64 per cent of respondents stating that positive feedback from friends in private chats prompted an in-store purchase. Additionally, 77 per cent of this cohort reported sending photos or videos of clothing to friends while using fitting rooms.