Key Takeaways:
Understand how Gen X, Y, Z, and A are different.
Grasp what common values they share.
Gain a new appreciation for having a cross-generational perspective and prioritizing both the personal and “phygital” in your marketing.
Shopping habits are not just influenced by economic landscapes and technological innovations; they’re also shaped significantly by generational characteristics. From Gen X to Gen Alpha, each group brings unique behaviors and preferences to the retail table. Yet despite these differences, there are core values that unite shoppers of all ages.
Join us as we explore some of the common misconceptions small business leaders have about different generations of consumers. We’ll also share some of the common values these generations share.
A Tale of Two Shoppers
Imagine two shoppers, Kara, a Gen Xer, and Emma, a Gen Z college student, who enter your store on a bustling Saturday morning. Kara, typically assumed to prefer straightforward, traditional shopping without too much digital interference, surprises you. As she browses, she whips out her smartphone to scan a QR code next to a display of handmade candles, eagerly watching a video about the artisans behind the products. She’s engaged and appreciative of the technology that enhances her shopping experience without overwhelming it.
On the other hand, Emma, believed to be primarily an online shopper only interested in digital interactions, engages deeply with a sales associate over a selection of sustainable kitchenware. She values personal interaction and is ready to make a purchase right there, drawn by the authenticity and ethical sourcing of the products rather than just the price tag.
This scenario challenges the common stereotypes associated with each generation. Kara and Emma both demonstrate that real-world behaviors can defy expected generational norms, illustrating the complexity and diversity of consumer preferences.
Generational Distinctions in Retail: From X to A
Each generation is distinct in its own way. Here are just some of the qualities that make each generation of shoppers unique.
X
Generation X is comprised of individuals born between 1965-1980. As the first generation to strive for work-life balance, they value balancing family and career and tend to look for efficiency and value. They’re also highly flexible and independent. Desktop computers are their primary tech device. Email and phone are their preferred methods of communication.
Y
Millennials (Gen Y) were born between 1981 and 1996. They’ve spurred the growth of online shopping but are also socially conscious consumers, preferring brands that demonstrate ethical practices. These digital natives carry on the work-life values of the previous generation while demonstrating more comfort and security with a variety of tech. They prefer laptops and smartphones as their device of choice. Text and social media are their top two ways of communicating.
Z
Generation Z has birth years ranging from 1997 to 2010. Surprisingly enough, this group values in-person shopping as much as (if not more than) online shopping, according to a recent report by the International Council of Shopping Centers. This group values honesty, stability, and individuality. They value mental health and tend to struggle with anxiety. Gamification is more than just a hobby for them, with some pursuing careers in gaming. As avid users of social media, they view engagement on these platforms as a tool to shape culture. Individuals in this group also demonstrate more trust in the algorithms than in previous generations.
A
Generation Alpha consists of those born between 2010 and 2024. Sometimes referred to as the iPad Kids, this generation has been entertained and educated by digital their whole lives. It’s worth noting that alphas are already a generation of influencers. They don’t see social media as an opportunity to be a celebrity. Instead, they see it as an opportunity to contribute to society.
“Alphas are already a generation of influencers. They don’t see social media as an opportunity to be a celebrity. They see it as an opportunity to contribute to society.”
– Jennifer Shaheen, Technology Therapy®
5 Common Values Across Generations
Despite each generation’s differences, there are five core they share that should inform your small business’s marketing.
- Community
Shoppers from every generation look for a sense of belonging and community engagement from their favorite brands. - Stories
Authentic narratives about products or brand heritage resonate well, providing a deeper shopping experience. - Environment
Increasingly, consumers of all ages are demanding environmentally sustainable practices from retailers. - Personalization
Shoppers expect a personalized shopping experience that caters to their specific needs and preferences. - Authenticity
Genuine brand interactions and transparent communication are prized across demographic divides.
The Role of Technology in Enhancing In-Store Experiences
In the modern retail landscape, blending the physical and digital — often referred to as “phygital” —experiences can significantly enhance the way shoppers interact with your store. As a retailer, consider introducing technology that enriches the in-store experience to meet the expectations of today’s tech-savvy consumers. For example, strategically placed QR codes can unlock rich product histories or staff recommendations, adding a layer of depth to the shopping journey.
Virtual reality setups can transport customers to different environments to test products, from camping gear in a lush forest setting to kitchen tools in a beautifully designed virtual home. Such technologies not only entertain but also provide invaluable information, making shopping both interactive and informative.
To further integrate these phygital experiences, we recommend creating an Instagram-able spot in your store where customers can take pictures and share their experiences on social media. If your store doesn’t already have one, make it a priority to create a visually engaging space that encourages social sharing and enhances your digital footprint.
“As a retail store, seek ways of blending customers’ physical and digital experiences. I recommend having an Instagram-able spot in your store for clients to take pictures and share them on social. If your store doesn’t already have one, make it a priority to create one.”
– Jennifer Shaheen, Technology Therapy®
Optimizing Online Engagement
Online shopping preferences also vary by generation, but some elements are universally appreciated:
- Mobile-First Design
With an increasing number of shoppers using mobile devices, websites must be optimized for mobile use, ensuring quick load times and easy navigation. - User-Generated Content
Highlighting reviews and customer photos can boost confidence in potential buyers. - Clear Values
Consumers prefer brands that are upfront about their values, especially regarding social responsibility. - Simple Checkout Process
Features like mobile wallet payments, Buy Now, Pay Later (BNPL) options, and Buy Online, Pick Up In Store (BOPIS) cater to the convenience all shoppers crave. According to recent research from GoDaddy, only 1 in 3 small businesses offer a buy online and pickup in store option.
Leveraging Social Media for Cross-Generational Marketing
Social shopping isn’t just growing; it’s evolving. Platforms like TikTok have become new retail venues, especially for younger generations. Brands that want to stay relevant must not only present products on these platforms but also engage users with a conversational tone and original content that stands out.
Furthermore, influencers play a crucial role across generational divides. They not only introduce products but also help close sales within apps, simplifying the purchase process. This influence is particularly strong among Millennials and Gen Z, who are more likely to complete purchases without leaving their social media apps.
A Reminder to Prioritize Personalization and a “Phygital” Experience
To thrive in today’s retail world, it’s crucial for businesses to understand and embrace the different needs and values across generations. By mixing savvy tech with a personal touch and balancing a strong online presence with fun in-store experiences, you can meet the varied and changing needs of your customers.
Dive Deeper with Generational Shopping Trends
Want Jennifer Shaheen to give this talk at your organization’s next event or tradeshow? Contact us to find out more.
