7 Shopping Trends of 2024: Data on Gen Z, Boomers & Mobile

How Consumer Preferences Shifted in 2024

The landscape of consumer behavior has shifted significantly over the last few years, fundamentally altering how brands interact with their audiences. We used to browse retail stores on Saturday afternoons to find deals, but now we turn to Instagram for influencer discounts. Instead of watching TV commercials, we encounter ads between YouTube videos. These changes reflect a broader move toward digital-first discovery, even when the final purchase happens offline. This evolution is not merely a shift in channel preference but a change in the psychology of shopping, where discovery is often passive, serendipitous, and driven by social proof rather than active intent.

One of the most notable shifts is the preference for flexibility over rigid subscription models. While services like Afterpay and Klarna offer installment options, most consumers still prefer one-time purchases. Data shows that 63% of consumers buy products only when they need them, while just 17% prefer subscriptions. This suggests that convenience does not always outweigh the hassle of managing recurring commitments. In an era of economic uncertainty, consumers are increasingly wary of locking themselves into long-term financial obligations, preferring the autonomy to decide when and what to buy based on their immediate needs and budget.

Why Flexibility Beats Subscriptions

Subscriptions can become cumbersome, especially when life changes. For example, a grocery subscription might deliver produce while you are away on vacation, leading to waste. Many people find it difficult to track multiple subscriptions and price increases. As a result, they prefer to buy items as needed, avoiding the mental load of cancellations and pauses. This “subscription fatigue” is a growing phenomenon, where the initial appeal of automatic delivery is overshadowed by the administrative burden of managing accounts, remembering cancellation windows, and dealing with unexpected charges.

Installment payments also face resistance. Only 21% of consumers prefer paying in installments, citing the stress of tracking extra monthly payments. Most shoppers would rather pay in full and move on. This preference for simplicity highlights a desire for control over spending, rather than long-term financial commitments. When consumers choose to pay upfront, they gain a sense of closure and ownership that installment plans often delay. For brands, this means that while “buy now, pay later” options can reduce cart abandonment, they should not be the default assumption for customer preference. Offering clear, transparent one-time purchase options remains a critical part of the checkout experience.

Generational Skepticism and Adoption

Baby Boomers remain skeptical about shopping directly through social media, with only 8% feeling comfortable making purchases on these platforms. However, their behavior is changing. In the past three months, 20% of Boomers discovered new products on social media, a 41% increase from May 2022. Additionally, 8% made a purchase on social media, up more than 50% from two years ago. This data reveals a significant gap between discovery and conversion for this demographic. While they are increasingly using social platforms to learn about new products, the friction of completing a transaction within the app or via a social link remains a barrier.

This gradual adoption suggests that older generations are warming up to digital discovery, even if they prefer traditional channels like TV ads and search for final purchases. Brands targeting this demographic should consider a mixed-channel approach, combining social media awareness with more familiar purchasing methods. For instance, a Boomer might see a product on Facebook but prefer to search for it on Google and buy it from a trusted retailer’s website. Understanding this journey allows marketers to create cohesive campaigns that guide users from social discovery to a preferred purchase channel, rather than forcing a direct social commerce transaction that may feel unfamiliar or unsafe.

The Top Shopping Trends of 2024

Understanding how different generations discover and buy products is essential for effective marketing. For Gen Z, influencer recommendations matter more than advice from friends and family, though the gap is narrowing. About 22% of Gen Z consumers prefer discovering products via influencers, compared to 9% who rely on friends and family. Millennials follow a similar pattern, with 29% preferring influencer discovery and 36% making purchases based on influencer recommendations. This data underscores the power of curated content in shaping consumer preferences, particularly among younger audiences who view influencers as trusted curators of lifestyle and culture.

Influencer Impact vs. Word of Mouth

Influencer marketing remains a powerful strategy, with 50% of marketers planning to increase their investment in 2024. Influencers are seen as niche experts, offering trusted advice in areas like makeup, tech, or fitness. This expertise gives them an edge over casual recommendations from peers. Unlike a friend who might recommend a product based on a single use, an influencer often provides detailed reviews, comparisons, and long-term usage insights. This depth of content helps consumers feel more confident in their purchasing decisions, reducing the perceived risk of trying something new.

However, the difference between influencer influence and word of mouth is shrinking. Only 2% more Gen Zers trust influencers than friends and family. This suggests that while influencers drive discovery, personal connections still hold significant weight. Brands should balance influencer partnerships with community-building efforts to maintain trust across both channels. Encouraging user-generated content and facilitating peer-to-peer discussions can amplify the impact of influencer campaigns, creating a ecosystem where professional recommendations are validated by real user experiences. This dual approach ensures that brands are not only reaching new audiences but also reinforcing trust among existing customers.

Discovery Channels by Generation

Gen Zers prefer discovering new products on social media, with 40% finding items this way in the last three months. Internet searches follow at 28%, and word of mouth at 26%. Short-form videos, like TikTok or Instagram Reels, are the preferred format, with 48% of Gen Zers wanting to learn about products through these clips. This preference for visual, dynamic content indicates that static images and text-based ads are becoming less effective for capturing the attention of younger consumers. Brands must adapt their creative strategies to produce engaging, visually appealing content that stands out in a crowded feed.

Millennials also favor social media for discovery, at 34%, but YouTube ads are a close second at 29%. This indicates that video content, whether organic or paid, resonates strongly with this group. Gen Xers similarly prefer social media (28%) and internet searches (27%), making SEO a valuable strategy for reaching this demographic. While social media is a powerful discovery tool for all generations, the specific platforms and content formats vary. Marketers should tailor their content to the preferences of each demographic, ensuring that Gen Z sees short-form video on TikTok, while Millennials and Gen Xers encounter longer-form content on YouTube or informative articles via search.

The Role of Short-Form Video

Short-form video is the dominant format for product discovery across generations. 48% of Gen Zers, 47% of millennials, and 36% of Gen Xers prefer learning about products through short clips. TikTok and Instagram Reels lead this trend, offering engaging, bite-sized content that captures attention quickly. The algorithmic nature of these platforms means that users are often exposed to products they did not actively seek out, creating opportunities for impulse purchases and brand discovery. This passive consumption model requires brands to create content that is immediately engaging and valuable within the first few seconds.

This preference extends to advertising. 52% of U.S. TikTok users find ads on the platform fun and engaging, which are key ingredients for effective marketing. Brands should prioritize short-form video in their content strategy, focusing on authentic, entertaining, and informative clips that align with their brand voice. The key to success in short-form video is authenticity; users can easily detect overly polished or salesy content. Instead, brands should aim to create content that feels native to the platform, leveraging trends, humor, and user-generated styles to connect with audiences on a more personal level.

Mobile Shopping and In-Store Preferences

Mobile phones are the most popular device for online shopping, with 62% of consumers preferring them over tablets, computers, or laptops. However, this does not mean they prefer buying online. In fact, 64% of consumers still prefer purchasing items in-store. This disconnect highlights a hybrid shopping behavior: discovering online, buying offline. This phenomenon, often referred to as Webrooming, shows that consumers use mobile devices as research tools, gathering information, comparing prices, and reading reviews before making a final decision in a physical store.

The Hybrid Shopping Experience

Many consumers use their phones for “virtual window shopping,” browsing products without intending to buy immediately. They enjoy the convenience of mobile browsing but value the tactile experience of in-store purchases. Holding an item, checking quality, and trying on clothes are experiences that digital shopping cannot replicate. For many categories, particularly apparel, furniture, and electronics, the physical interaction with the product is a crucial part of the decision-making process. This tactile verification reduces the risk of returns and increases customer satisfaction.

For e-commerce businesses, this means ensuring a seamless mobile experience is critical. Websites must be mobile-optimized, with responsive design, large text, and easy navigation. If a site is difficult to use on a phone, shoppers will leave and may not return. Brands should also consider partnerships with brick-and-mortar stores, using QR codes to bridge the gap between digital discovery and physical purchase. By providing clear information about store availability, pickup options, and in-store promotions, brands can guide mobile users to physical locations, enhancing the overall customer journey.

Quality and Price as Deciding Factors

When it comes to making a purchase, quality and price are the top two factors for all generations. For Gen Z, 40% prioritize price, followed by quality at 33%. Baby Boomers are even more price-sensitive, with 71% ranking price first and 24% choosing quality. This data highlights the significant impact of economic conditions on consumer behavior, particularly among older generations who may be on fixed incomes. Brands targeting Boomers should emphasize value, durability, and cost-effectiveness in their messaging.

Millennials and Gen Xers, however, prioritize quality over price. 33% of millennials and 46% of Gen Xers rank quality as the most important factor. This suggests that while price matters, perceived value and product durability drive decisions for older generations. These consumers are willing to pay a premium for products that offer long-term benefits, superior craftsmanship, and reliable performance. Brands should communicate quality clearly, highlighting materials, craftsmanship, and long-term benefits. By positioning products as investments rather than expenses, brands can appeal to the value-driven mindset of Millennials and Gen Xers.

Looking Ahead: Trends for 2025 and Beyond

As we move into 2025, several trends are expected to continue. Omnichannel retailing will become a priority, as consumers expect a consistent experience across mobile, online, and in-store channels. Brands must ensure their messaging, inventory, and customer service are aligned, regardless of where the shopper engages. This integration is not just about having a presence on multiple channels; it is about creating a unified brand experience that allows customers to move seamlessly between digital and physical touchpoints.

Sustainability and Ethical Practices

Sustainability remains crucial for retaining consumer trust. 64% of consumers agree that companies should reduce their environmental impact. This is not just a preference for younger generations; it is a widespread expectation. Brands should adopt sustainable practices, from sourcing materials to reducing packaging waste, and communicate these efforts transparently. Greenwashing is increasingly scrutinized, so brands must back up their claims with verifiable actions and certifications. Consumers are becoming more educated about environmental issues and are holding brands accountable for their impact.

Ethical labor practices also matter. 76% of consumers believe companies should improve employee well-being, a slight increase from previous years. Shoppers want to support brands that treat their workers fairly, adding another layer to the decision-making process. This includes fair wages, safe working conditions, and respect for workers’ rights. Brands that prioritize ethical labor practices can build stronger emotional connections with their customers, who are increasingly aligning their purchasing decisions with their personal values. Transparency in supply chains and regular reporting on labor practices can help brands demonstrate their commitment to ethical standards.

The Rise of Micro-Influencers

Micro and nano-influencers will play a larger role in short-form video advertising. These creators often have smaller, highly engaged audiences, making them effective for niche marketing. As short-form video continues to dominate, brands will see more partnerships with influencers who can authentically promote products in a relatable way. Micro-influencers often have higher engagement rates than macro-influencers, as their audiences perceive them as more trustworthy and accessible. This trust translates into higher conversion rates, making micro-influencers a cost-effective option for brands looking to drive sales.

This trend aligns with the growing preference for authentic content. Shoppers are skeptical of overly polished ads, preferring real experiences and honest reviews. Micro-influencers offer this authenticity, bridging the gap between traditional advertising and personal recommendations. By partnering with a diverse range of micro-influencers, brands can reach multiple niche communities and build a more authentic brand presence. This strategy allows for more targeted marketing, ensuring that messages resonate with specific audience segments and drive meaningful engagement.

Final Thoughts on Consumer Behavior

Consumer behavior is constantly evolving, driven by technology, cultural shifts, and economic factors. The key takeaway is that shoppers want flexibility, quality, and authenticity. They discover products through social media and influencers but often prefer to buy in-store. They value sustainable practices and ethical brands, and they expect a seamless experience across all channels. Understanding these nuances is critical for brands looking to stay relevant and competitive in the market.

Brands that adapt to these trends will build stronger connections with their audiences. By focusing on mobile optimization, short-form video, and omnichannel consistency, businesses can meet consumers where they are. The future of shopping is hybrid, flexible, and values-driven, and those who embrace this reality will thrive. It is not enough to simply follow trends; brands must integrate these insights into their core strategy, creating a customer-centric approach that prioritizes trust, convenience, and value.

What trends do you see emerging in your industry? How are you adapting your strategy to meet changing consumer expectations?