Dismiss Generation Z shoppers at your peril, is the message from a new report which urges retailers to capitalise on an age group who are ‘open to persuasion’.

The Shoppercentric research, which interviewed more than 1,000 UK consumers, found that Generation Z shoppers (ages 15 to 24) are digitally savvy, are open to influence from retailers, but also have very high expectations of them.

Figures revealed show that fewer than one in five Generation Z shoppers feel that retailers do not think that their age group is important, compared with nearly one in three of the general shopping population.

Generation Z shoppers were also found to be receptive to inspiration, with 28 per cent saying that they spend lots of time on YouTube getting ideas and recommendations, compared to 13 percent of older shoppers.

They are also twice as likely as other shoppers to cite product displays as important when shopping instore, and 49 per cent agree that they use the displays in-store/online to give them ideas (versus 41 per cent of the broader shopping population).

They also tend to use their smartphones in-store more often, with 53 per cent agreeing that using their smartphone means they can get better information to help them decide what to buy when instore – compared to 38 per cent of older shoppers.

Danielle Pinning, managing director at Shoppercentric, said: “Generation Z are a fascinating section of the shopper population. They’ve grown up in a truly connected world and are starting to access the kind of money that means they can flex their spending power.

“A lot has already been written about who they are as consumers, but there’s been no particular focus for those interested in shoppers. We wanted to take a closer look at what their expectations and needs are since they may not be today’s big spenders, but they could give a real pointer to where the future of retail lies, if we take the time to listen to them.”

Further findings revealed that Generation Z shoppers have no problem buying more items than they want, and returning what they don’t want. In fact 28 per cent agree that they buy lots of things online knowing they’re going to send most back – compared with 10 per cent of older shoppers.

They are also more impulsive and willing to take risks with an order than older shoppers – for example, 44 per cent of Generation Z said that they often buy things on the internet that they had not planned to purchase, versus 32 per cent of older shoppers.

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