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Gen Z favors Vans, Lululemon and Amazon

April 9, 2019

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Americans in the Z generation — whom Piper Jaffray defines as those ages 13 to 19 — are collectively spending some $77 billion a year, based on teens’ claim through the survey that they spend $2,600 each annually, on average.

Young men prioritize food (and after that, video games) and young women prioritize apparel, with footwear gaining space in their wallets as accessories notched a new low. “Our Spring Teen Survey further validated several characteristics of this digitally-native demographic; 83% of teens have an iPhone, 50% claim Amazon as their favorite website and video game consumption hit an all-time high in our survey,” Erinn Murphy, Piper Jaffray senior research analyst, said in a statement. “Broadly, casualization of fashion continues and footwear is gaining wallet share.”

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