Gen Z Shoppers Aren’t Spending Like Retailers Need Them To

Economic worries aren’t putting much of a dent in consumers’ holiday shopping plans, with one glaring exception: Gen Z shoppers. 

More than any other generation, young adults are tightening their year-end spending budgets and shelling out less for gifts, survey data shows. That is a problem for retailers and brands that look to Generation Z—a group that runs from teens to late-20-somethings—to drive shopping trends and boost spending steadily as they earn bigger paychecks.