Snapchat Finds Gen Z In-Store Prioritises Experiences Over Online Convenience

Gen Z shoppers are seeking social, memorable retail experiences, creating new opportunities for customer engagement and loyalty.

More than half of Gen Z consumers prefer visiting physical stores for the experience rather than making an immediate online purchase, according to new research from Snapchat and Portas conducted in partnership with YouGov. The study highlights how younger shoppers are increasingly prioritising social connection, discovery, and memorable experiences alongside convenience when making purchasing decisions.

Based on responses from more than 2,000 Gen Z consumers, the research suggests that shopping is becoming less transactional and more experiential for younger audiences. While convenience remains important, many shoppers view retail as an opportunity to spend time with friends, discover new products, and create shared memories.

According to the findings, 83% of respondents said their shopping behaviour depends on the situation, balancing efficiency with opportunities for exploration and discovery. Nearly 60% said they sometimes shop primarily to spend time with others rather than to make a purchase.

Shopping as a Social Experience

The research found that Gen Z increasingly relies on trusted personal networks throughout the purchase journey. More than 80% of respondents reported sharing photos or videos of products with friends or family before buying, while almost half said they had purchased an item after receiving positive feedback through a group chat.

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Physical retail also continues to play an important role in product discovery and engagement. Three-quarters of respondents said they visit stores to see products in person or try them before buying, while 71% value the ability to touch and experience products firsthand. More than half said they prefer shopping in-store for the experience rather than purchasing immediately online.

“Gen Z has grown up in an on-demand world, so convenience is expected. But our research shows something deeper is happening culturally. This generation is increasingly building identity and connection through shared experiences, moments and memories rooted in the real world,” said Rachel Levy, Head of Retail, Lifestyle and CPG, Snap UK.

Creating Memorable Customer Experiences

The study suggests that retailers may need to rethink traditional assumptions about younger consumers. Rather than focusing exclusively on speed and convenience, brands have opportunities to create experiences that encourage social interaction, discovery, and emotional engagement.

The research also found that 63% of respondents had purchased something primarily because of the experience surrounding it, while many indicated that anticipation and effort can enhance perceived value. More than 60% said they would wait over 15 minutes for something they really wanted.

“For years, people have lazily written off Gen Z as a generation obsessed with screens, speed and instant gratification. This research proves something far more hopeful and human. Young people are craving real-world experiences, connection with friends and moments that make them feel something,” said Mary Portas, Founder, Portas Agency.

The findings reflect a broader shift toward experience-led retail, where customer engagement, social connection, and memorable interactions are becoming increasingly important drivers of loyalty and purchasing behaviour.

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