Generation Z: What to Know When Devising Your Holiday Marketing Plan

Josh Spencer Market Information, Seasonal

Just when you have figured out how to appeal to millennials, there’s a new generation in town: Generation Z. Currently, Generation Z is made up of ages 2 to 19. Most of this generation has used the internet since a very young age. They are comfortable with technology, and for them, communicating through social media is the norm By 2020, Generation Z will account for an astounding 40% of all consumers. However, few brands have considered how to go about appropriately communicating to this demographic.

This generation is the most technologically fluent generation thus far. Therefore, they recognize the value of their attention. They don’t like to sit through ads and they don’t give heavily sponsored content the time of day. This generation wants resources that give them exactly what they are looking for. Here are some facts about Generation Z that will help you appeal to them this holiday season.

Online Celebrity vs. Pop Stars

Retailers must be aware that this generation is less influenced by Hollywood and more influenced by everyday people who have built their brands. This includes YouTube stars and their peer’s reviews.

Realistic Expectations

Gen Z does not expect perfection in advertising and would rather brands reflect reality. This generation does not buy into fake perceptions of beauty and is all about crafting their unique image.

Social Media

This generation uses their social media with a purpose to find organization in their virtual lives, and they utilize different platforms for different reasons. Brands should inspire creativity so they can create a personal connection on visual platforms.

These are great things to keep in mind, but it’s important to know how they spend their money. Gen Z is more likely than the average holiday shopper to use retailer’s online wish lists and gift registries to help with their holiday planning. Gen Z’ers will do all of the research that they possibly can before purchasing. 8 in 10 of this generation researched items costing less than $50.00 this past year. Lastly, this age is very familiar with return policies and 8 in 10 made returns last year. That number is higher than any other generation. Always keep in mind that this generation will leave a review after purchasing any product.

Here at Velocity, we know that all generations need to be planned for in your marketing strategy. If you are having no luck reaching customers you want, then we have a team here to help.