Many Gen Z shoppers prefer in-store and having an experience over buying instantly online, Snapchat finds
51% of Gen Z prefer going in-store for the shopping experience rather than buying something instantly online, according to research released by Snapchat and Portas.
The research, developed in partnership with YouGov, explores the shopping habits and attitudes of more than 2,058 Gen Z consumers. It identifies the emergence of a generation that invests in moments worth remembering, collects stories and shared experiences as proof they were there, and increasingly places greater value on things that are experiential, social and memory-making rather than simply transactional.
Gen Z is operating with a fundamentally different value system; one shaped by growing up in an on-demand digital world while simultaneously facing economic insecurity and uncertainty about the future. While convenience remains important, Gen Z increasingly wants shopping to deliver both efficiency and experience, blending practicality with discovery, connection and memory-making.
83% say their shopping approach depends on the situation: sometimes they want efficiency, other times they want to explore and discover new things. Gen Z sees shopping not just as a transaction, but as a way to spend time with friends, create memories and feel part of something. While 75% state getting what they want quickly and easily matters most when shopping, the research found emotional and social experiences still play a major role in purchasing behaviour.
Key findings:
83% send photos or videos of products they’re considering buying to friends or family before purchasing
47% have purchased something after sharing it in a group chat and receiving a positive response
42% say spending time with friends or family motivates them to visit physical stores
59% say they shop at least sometimes primarily to spend time with others rather than to buy something
Gen Z’s shopping journeys increasingly happen within their inner circle, where shopping becomes collaborative, recommendations are trusted and purchase decisions are made together. Rather than broadcasting purchases publicly, Gen Z is using private chats and close friendship groups to validate decisions, share opinions and turn shopping into a shared experience.
For the Memento Generation, the physical retail experience is critical: 75% visit physical stores to see products in real life or try them on; 71% value being able to see, touch and try products in-store; 51% prefer going in-store for the experience rather than buying instantly online; 58% enjoy taking time to discover new things while shopping; 63% said they have purchased something mainly because of the experience around it.
The research also found Gen Z values retail experiences that feel authentic, useful and emotionally rewarding rather than performative or overly theatrical. It also challenges assumptions around instant gratification. 61% would queue for over 15 minutes for something they really wanted, while many said the effort of waiting increased the emotional value of the experience.
Rachel Levy, Head of Retail, Lifestyle and CPG at Snap UK, says: “Gen Z has grown up in an on-demand world, so convenience is expected. But our research shows something deeper is happening culturally. This generation is increasingly building identity and connection through shared experiences, moments and memories rooted in the real world. Shopping is becoming less about accumulation and more about meaning, discovery and social connection.”
“What’s particularly interesting is where these conversations are happening. Gen Z shopping journeys are increasingly driven by close friendships, messaging and trusted recommendations rather than public posting. Platforms like Snapchat naturally sit at the centre of those private conversations, helping people discover, validate and share moments together. This is what we call The Memento Generation: a generation creating social currency not through ownership or performance, but through shared moments, memories and experiences that feel real.”
Mary Portas, broadcaster, author, activist and founder at Portas Agency, says: “For years, people have lazily written off Gen Z as a generation obsessed with screens, speed and instant gratification. This research proves something far more hopeful and human. Young people are craving real-world experiences, connection with friends and moments that make them feel something. They want stories they can tell, memories they can collect and experiences that become part of who they are.”
“What we’re seeing is The Memento Economy. It’s not about owning more stuff but about the meaning attached to the moment. Retailers who understand this have an extraordinary opportunity right now. Making things cheaper, faster and more convenient will only get brands so far. The future belongs to the brands, retailers and high streets that create memories worth sharing and experiences worth leaving the house for.”
2026 RTIH Innovation Awards
Physical retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
