During Black Friday, 68% of Gen Z consumers will use non-traditional channels to shop

According to a recent survey by retail operations system provider Brightpearl, two-thirds (66%) of surveyed Generation Z consumers have used non-traditional consumption methods ( outside retailers and mainstream shopping websites) in the past year , and 68% plan to shop through non-traditional shopping channels during Black Friday and the holiday shopping season , among which Instagram (47%) is the most popular choice.

Other non-traditional shopping channels that Gen Z consumers plan to use this holiday season include Facebook (40%), Amazon Alexa (35%), Pinterest (32%), TikTok (29%) , and livestream shopping ( 25%). Additionally, 45% of millennial respondents plan to use similar non-traditional shopping channels during the holiday and Black Friday shopping periods.

Consumers surveyed said they like social shopping and livestreaming shopping because they combine entertainment and shopping, just like traditional shopping malls. Similarly, 46% of consumers surveyed believe that non-traditional channels are better because they can more easily interact and socialize with friends while shopping.

Overall, respondents’ top 10 most popular non-traditional shopping channels are : 1. Facebook 2. Retailer’s own app 3. WhatsApp 4. Instagram 5. YouTube 6. Voice assistant ( Amazon Alexa/Apple Siri/Google Assistant, etc.) 7. Twitter 8. Pinterest 9. Live shopping on retailer’s website 10. SnapChat

The survey also asked consumers about their favorite online payment methods . PayPal (58%) was the top choice, followed by credit cards (51%) and debit cards (47%). Other payment options that are gaining traction include Amazon Pay (32%), Google Pay (29%), Apple Pay (26%), Shopify (19%) and Klarna (16%).

Despite the rapid emergence of new ways to shop this holiday season, Brightpearl’s research found that few businesses are investing in non -traditional shopping channels .

Nick Shaw, spokesman for Brightpearl, said: “We are at the start of a new trend – the world of online shopping is changing rapidly. It is inevitable that more and more shoppers will shop and spend online in a variety of ways – especially with Christmas and Black Friday approaching. If retailers are not ready to add new sales channels or payment methods for customers , then they will miss out .

Generation Z

Black Friday

Shopping