Snapchat UK research counters view that Gen Z are shoppers driving fast fashion and frictionless consumption

New YouGov research shows that 95% of Gen Z wouldn’t describe themselves as  ‘impulsive’ when it comes to shopping, with ‘budget conscious’ (25%) and ‘thoughtful and considered’ (20%) coming out top - contradicting the view that they are a generation of shoppers driving fast fashion and frictionless consumption.

The research, commissioned by Snapchat UK and Portas Agency, explored the shopping habits of 2,000 Gen Z.. It found that they go through a period of discovery that blends real and online retail experiences - however, when they’re ready, 76% want to buy ‘exactly what they want, when they want, as soon as possible’.

• 70% find shopping more appealing when they can save or capture items they like to review and purchase later

• 57% said when shopping online, they leave things in their basket for days/weeks

• 53% people said it takes them over two days to decide to buy something

• 58% are inspired to buy something when they’ve had time to think about it and it feels right

• 35% find shopping more appealing when they are able to virtually try-on products

 Gen Z ‘hang out at the mall’ with 58% opting to shop as a form of entertainment, highlighting the opportunity for brands to resonate on a deeper level by injecting innovative ways for Gen Z to socialise within their retail spaces.

• 42% agreed that they treat shopping like a social activity 

• 52% are likely to share something they like online with friends through a picture/message 

• 47% shop for fun and save things for later

• 48% said their preferred method to discover a new shop/brand would be recommendations from friends/family 

• 22% would be from an influencer/creator content recommendation

The research was launched at the Snapchat Shopping Season event on 12th June and follows a series of other retail events including Snap Street, an immersive pop-up that worked with retailers like Depop and Boots to imagine what a high street might look like in the future and to help shoppers visualise how different products look on themselves, using AR Mirrors.

Snap also recently announced the public launch of new lightweight “Specs” in 2026. Spectacles are its augmented reality (AR) glasses, which are currently only available to developers, but allow people to interact with virtual objects in the world around them.

Ronan Harris, President of EMEA at Snap, says: “In the future, we believe the powerful convergence of augmented reality, optical AI and Specs will transform the way people live and shop - bringing this technology seamlessly into the real world. When it comes to retail, we see Gen Z as a turnaround opportunity.”

“By 2030, Gen Z will contribute more wealthy people to every region in the world – dispelling the myth they are the “most broke generation ever”. But there is also a huge opportunity right now, 70% of our community are using Snap’s augmented reality every day, with our AR Lenses used eight billion times per day. Our research shows Gen Z want connection over frictionless consumption, with more than a third highlighting the appeal of virtual ‘try-ons' - a technology that hasn’t been adopted by the majority of retailers yet.”

Mary Portas, broadcaster, author, activist and founder of Portas Agency, says: "It’s bloody tough for retail right now. It didn’t surprise me to read this week that UK retail spending growth slowed to its weakest pace this year, with the British Retail Consortium announcing that consumers had ‘put the brakes on spending’. But moments like this are exactly when the future is built.”

“And the future belongs to the retailers who understand people - especially the next generation shaping culture. Gen Z expects speed and convenience; but what they really crave is real human connection, meaning and shared experience. My team and I call this WE-Commerce: experiences that build social capital, spark belonging, and make brands truly magnetic. This is how the smartest retailers will win. Let’s not let this crisis paralyse us. Let’s unleash our creativity and make shopping better, more human, more joyful and magical than it’s ever been” 

2025 RTIH INNOVATION AWARDS

Omnichannel retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.