5 myths about new shoppers and how retailers can reach them

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They live on the Internet. They adore influencers. They are budget shoppers. They are not joiners.

These are all familiar words to Gen Z and other young shoppers. As it turns out, everyone is wrong. I have the data to prove it.

My company recently surveyed more than 2,500 young, middle-aged and elderly consumers about their shopping habits and preferences. When it comes to shoppers aged 18-34, the results revealed some key misconceptions. This is a big issue for marketers trying to connect with this critical demographic.

Here are five myths about younger shoppers that our survey helps dispel – along with some recommendations for retailers.

Myth no. 1: Young shoppers prefer to buy things online

It has become accepted wisdom that young people don't set foot in a brick and mortar store. Our survey shows that consumers aged 18-34 enjoy personal shopping as much as anyone else. Young shoppers are discovering and interacting with brands online, but once they decide what to buy, they often go to the store. With a few exceptions – books, toys and hobbies – this is where they prefer to shop.

So what does this mean for aspiring retailers? attracts a younger crowd? It's all about harnessing the power of in-store shopping. But I'm not talking about experiential shopping gimmicks here, like free samples or club music.

Retailers like Sephora, Starbucks and Trader Joe's understand that what consumers really want in store is access to experts—people who know and live the product, can answer questions and guide them to choices smarter.

Closer to home, for example, this is how they roll at Michel Brisson, a clothing store in my neighborhood in Montreal. When I visit, I get a personal stylist for an hour or two—staff members who know the brands they sell and have helped me develop an eye for pieces that work.

Myth no. 2: Young buyers only listen to influencers

Unless one internet influencer recommends a product, Gen Z won't touch it, right? Hardly. In our survey, only 12% of young adults said influencers play a role in their purchasing decisions, compared to 6% of middle-aged consumers.

Instead, a healthy skepticism prevails. Is that influencer trying to help or sell me? Increasingly, Gen Z consumers think that paid influencer partnerships are insincere or annoying.

The reality is that for younger shoppers, influencers are just one source of retail intelligence. Like everyone else, they do Google searches, check online reviews, and scan sites like Reddit.

Do you know who young buyers trust? Subject matter experts whose passion and authenticity surpass any followers. When I recently bought a non-electric bike from Recycle Cycle, another store in Montreal, the staff walked me through the different options and really showed their expertise.

Myth no. 3: New buyers are free

Another persistent stereotype of Gen Z and younger millennial consumers is that they are tight on a dollar. Reality: If an experience is important to them, they'll open their wallets.

In our survey, Gen Z and millennials were the demographics most interested in a “VIP” service from retailers, whether it's skipping lines, personalized shopping recommendations or early access to products. They were also the only group where a majority said that if an item was out of stock, they would pay more than sticker price to get it immediately elsewhere.

Why? Used to having instant access to almost any product or service, the 18- to 34-year-old crowd appreciates the ability to get things when they want them, even if it means the highest price. And unlike some seniors, they have grown up with the concept of the VIP experience. A good example is music festivals, where paying extra comes with perks like premium seating and private lounges. Having access to another level of service like this creates a sense of loyalty and investment, whether it's attending a concert or visiting a store.

Retailers who want to make younger customers feel special can steal a page from Princess Polly. To appeal to Gen Z, its core audience, the Australian fashion brand created a tier VIP program for online shoppers. As they move from “general admission” to “front row,” attendees can gain access to rewards such as exclusive sales and gift card sweepstakes.

Myth no. 4: Younger buyers aren't really fans

We hear a lot about social isolation in the digital age. However, data suggests that young shoppers are hungry to be a part of something, including retail membership communities.

In our survey, almost 80% of Gen Z and young millennials were the group most likely to subscribe to retail memberships such as Amazon Prime. About 20% said they only patronize stores with which they have subscriptions.

Retailers who feed that appetite for affiliation have a chance to develop lifelong relationships. At root, it's about finding ways for new shoppers to blend their identity with the larger brand experience, whether online or IRL.

This is not a radically new concept, of course. Apple, Harley-Davidson AND Lululemon all empires built on the backs of purchased tribes of devout followers.

Recently, fitness brands have jumped on the bandwagon. Peloton has built a boom customer community where members compete, connect and add friends and followers, while British fitness apparel brand Gymshark hosts live events which attracts thousands of people.

Myth no. 5: Younger shoppers turn to social media for mindless entertainment

No wonder TikTok is big and has younger buyers. Our survey confirms that among consumers aged 18-34, it's the single most popular source for engaging with a brand. But they're not looking for crazy jumps and 15-second clips.

Young people are increasingly turning to TikTok for more thoughtful and substantive content. For them, it is too replacing Google like a search engine. Like other buyers, they are looking for authenticity and passion, not a sales pitch. The most successful brands on TikTok have found ways to teach their audience the intricacies of their products and services, channeling enthusiasm for the issues in a way that doesn't feel forced and invited.

To appeal to Gen Z, for example, Peloton now offers class on TikTokNeutrogena uses it for it educate people about skin care and Fender posts practice routines and tips for young guitarists.

After all, the reality is that young shoppers are equally at home in two worlds: online and physical. For retailers, this means embracing strategies that bring these two areas together in creative ways. “Content” on social media may grab people's attention, but increasingly, sales are consumed in-store. The common denominator: genuine enthusiasm for the product and the customer, whether online or in real life.

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