Generation Z has been described as many things — avid gamers, Snapchat aficionados and tech addicts. Born roughly between 1995 and 2010, this cohort, also known as centennials or post-millennials, has emerged on the retail scene as a force to be reckoned with.
Recent research shows that, although it has yet to reach prime earning years, Gen Z is projected to represent 40 percent of all shoppers, influencing $600 billion of spending in this year alone. Members have never lived in a world without the internet or mobile phones and can buy just about anything online. And yet, Gen Zers are more likely to shop in a brick-and-mortar store than the generations that have come before them.