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Real Or Dupe: What Products Do Gen Z Shoppers Favour?

Recent data indicates a shift in spending patterns among Gen Z consumers. According to PwC's 2025 Holiday Outlook, this demographic intends to reduce holiday expenditures by 23% this year, contrasting with a 37% expected increase the previous year.…

HBy Harper FairbanksOct 14, 20252 min read

Recent data indicates a shift in spending patterns among Gen Z consumers. According to PwC's 2025 Holiday Outlook, this demographic intends to reduce holiday expenditures by 23% this year, contrasting with a 37% expected increase the previous year. Between January and April 2025, Gen Z decreased overall spending by 13%, particularly in categories such as clothing, accessories, and electronics.

Despite current reductions, NielsenIQ and GfK, in collaboration with World Data Lab, forecast that Gen Z's spending power will reach $12 trillion by 2030. This trend suggests a strategic shift in spending priorities rather than a focus on saving.

PwC's findings reveal that 79% of Gen Z consumers wait for sales, with only 21% opting to pay full price. This group actively seeks discounts, often utilizing AI tools to identify deals, and values purchases that provide emotional and social significance.

Gen Z is reallocating budgets, reducing daily expenses such as dining out (51%), clothing (33%), and alcohol (29%) to afford "meaningful indulgences." The trend towards purchasing "dupes," or affordable alternatives to luxury items, is prominent, with 82% planning to buy such items, and 63% seeking vintage or upcycled goods this holiday season.

Recent data indicates a shift in spending patterns among Gen Z consumers.
Harper Fairbanks · Thehackingpost

In contrast to digital shopping trends, 61% of Gen Z consumers express a preference for in-store shopping experiences, with 37% planning to shop in-store more frequently during the festive season, up from 27% in 2024. Social media remains influential, with 43% using it for gift ideas, 39% for research, and 32% for comparing items.

There are safety concerns associated with "dupes" and counterfeit goods. Investigations have identified fake products such as hairdryers and AirPods with potential hazards like fake fuses and unsafe wiring. Counterfeiting is linked to serious crimes, including trafficking and illegal drug trade, with counterfeit goods comprising 2.3% of global trade.

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Retailers are advised to focus on transparency and storytelling about product quality to capture Gen Z's attention. Quick adaptation to social trends is crucial for maintaining relevance. Consumers are encouraged to purchase directly from trusted brands to ensure safety and authenticity.

Based on reporting by techround.co.uk.

AI transparency. This article was produced with the assistance of artificial intelligence and published under human editorial oversight. AI systems can make mistakes. Read how we use AI (EU AI Act, Art. 50).
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