Generation Z is taking the retail industry by storm. Now a force with growing purchasing power, the financial opportunity for retailers that win them over as customers is significant.
Older Generation Zers are finishing college, starting their professional lives and making their own money. With every year that passes, more and more of Gen Zers are becoming active consumers. A report from IBM and the National Retail Federation (NRF) estimates there are more than 2 billion Gen Zers. That adds up to a lot of economic might—over $44 billion’s worth in fact.