Gen Z Spending Habits and In-Person Preferences Post‑COVID-19

Retail Shopping

High Return to Stores: Gen Z consumers have broadly returned to physical retail in the post-pandemic period. Nearly three-quarters of U.S. Gen Z (ages 18–27) report shopping in-store at least once per week​ homepagenews.com . In fact, 61% of Gen Z adults say they are more likely to shop in-person now than they were a few years ago​ news.faire.com , showing a counter-trend for this digitally native cohort. While 95% of Gen Z shop online, an even higher 97% still shop in physical stores​ abc7news.com – indicating almost all Gen Z consumers use both channels.

In-Store vs Online Preference: On balance, young shoppers slightly favor stores: 45% of Gen Z say they spend more in-store, versus 37% who spend more online​ homepagenews.com . About 47% of Gen Z prefer shopping in-store (the highest of any generation)​ news.faire.com despite their comfort with e-commerce. Many use a hybrid approach: almost half (49%) of Gen Z regularly buy online and pick up in-store, and 38% often return online purchases to physical stores​ homepagenews.com . This highlights how omnichannel convenience is central to Gen Z shopping habits. Notably, Gen Z lead all ages in embracing “Buy Online, Pickup In-Store” (BOPIS) and similar services that blend digital convenience with immediate in-person fulfillment​ homepagenews.com .

Experience-Oriented Shoppers: Unlike older generations, Gen Z views brick-and-mortar shopping as a form of entertainment. 57% of Gen Z say shopping in physical stores is an enjoyable experience rather than a chore​ homepagenews.com . Many make a social event of it – one survey found 34% of Gen Z make a full day out of shopping trips and often bring friends along​ news.faire.com . This social, day-out aspect is something “you can’t do with online shopping,” as one retail marketing director observed​ abc7news.com abc7news.com . Overall, the ritual of going to stores remains alive and well for Gen Z, contributing to the revival of malls and Main Street retailers post-COVID​ news.faire.com abc7news.com .

Dining and Restaurants

Robust Return to Dining Out: Gen Z’s spending on in-person dining rebounded quickly after pandemic lockdowns. Only 27% of Gen Z/Millennial diners report eating out less often now (post-pandemic), compared to 54% of older consumers who cut back​ pos.toasttab.com . In other words, around 73% of younger adults have maintained or increased their dining-out frequency, far outpacing older generations’ return to restaurants​ pos.toasttab.com . Restaurants have taken note: this age group is now seen as having relatively higher spending power for dining (even amid economic headwinds) and is less willing to give up restaurant visits​ pos.toasttab.com .

Quality and Speed Over Price: When choosing to dine out, Gen Z prioritizes the experience and quality of food. In a 2024 survey, 26% of guests ages 27 and under said higher-quality menu items would compel them to eat out more often, a top factor for that group​ pos.toasttab.com . By contrast, older diners were more motivated by low prices​ pos.toasttab.com . This suggests Gen Z is willing to spend for better ingredients, unique menus, and fast, smooth service. They reward restaurants that provide “elite” offerings or efficient, tech-enabled service – for example, Chick-fil-A’s famously fast, friendly service earned 95% customer satisfaction and strong Gen Z loyalty​ pos.toasttab.com . If a restaurant can deliver on quality and speed, Gen Z patrons are happy to make it a regular in-person destination.

Values and Social Engagement: Gen Z also brings their personal values to dining choices. They tend to support eateries that align with social causes and treat people well. Nearly 40% of Gen Z and Millennials say it’s very or extremely important that their favorite restaurant supports the same social causes they do – more than double the rate of older diners​ pos.toasttab.com . In fact, 21% of Gen Z (under 24) are interested in the stories of the employees who prepare and serve their food (versus only 4% of Boomers)​ pos.toasttab.com . This reflects a desire for authenticity and human connection when dining out. Overall, young adults are not just eating, but “sharing, reviewing, and influencing” the dining scene​ pos.toasttab.com . They’re drawn to restaurants that offer immersive experiences (farm-to-table concepts, open kitchens, pop-up events) and those that mirror their generational focus on sustainability, wellness, and community.

Entertainment and Live Experiences

“Experiences Over Everything” Mentality: Post-pandemic, Gen Z has eagerly returned to in-person entertainment – from movies and concerts to theme parks and sports – often at higher rates than any other generation. Surveys in 2022–2023 show that 77% of Gen Z moviegoers had returned to theaters since 2020​ adage.com , and by 2023 43% of Gen Z said they were going to movie theaters more often than before the pandemic, far above older cohorts​ creditkarma.com . Overall, nearly 42% of Gen Z increased their spending on live concerts since pre-COVID, again outpacing Millennials (34%) and far above Boomers (11%)​ creditkarma.com . Gen Z is indeed the outlier generation that has increased out-of-home entertainment spending across almost all categories (concerts, movies, theater, theme parks, etc.) while older adults generally spent less than before​ creditkarma.com creditkarma.com . For example, aside from concerts and movies, 36% of Gen Z upped spending at theme parks (vs. 17% Gen X) and 33% increased spending on sporting events (vs. 13% Boomers)​ creditkarma.com . This highlights a pent-up hunger for experiences among young people after years of lockdowns.

Monthly Entertainment Budgets: Gen Z dedicates a notable share of wallet to entertainment. In 2023, 90% of Gen Z consumers were spending money on entertainment each month, with about 19% spending over $300 per month​ creditkarma.com . These figures are on par with or higher than pre-pandemic, when 93% spent monthly and 17% spent $300+​ creditkarma.com . In fact, more Gen Z (43%) say they attend live events more frequently now than before COVID​ creditkarma.com . This surge is partly driven by social media-fueled “FOMO” (Fear of Missing Out) – about 33% of Gen Z admit feeling pressure to spend money on live events due to social media influences​ creditkarma.com . From blockbuster concert tours (e.g. Taylor Swift, Beyoncé) to festivals and comic-cons, young fans have been willing to splurge and even incur debt to be part of communal events​ creditkarma.com creditkarma.com .

Live Events and Community: Industry research confirms that younger generations are now the most avid live event attendees. A mid-2024 Deloitte study found Gen Z and Millennials attend more live events, of nearly all types, than older groups, and even spend more on tickets on average​ www2.deloitte.com www2.deloitte.com . The communal experience is a major draw: many Gen Z respondents say the social atmosphere and being part of a fan community are top reasons they attend events​ www2.deloitte.com www2.deloitte.com . Gen Z’s strong interest in “making memories” and interactive entertainment has helped live venues (from movie theaters to concert halls) rebound after the pandemic slump. However, cost is a concern – rising ticket prices (“funflation”) have strained some budgets​ www2.deloitte.com – yet Gen Z appears more willing than their elders to pay for the experiences they crave, even if it means cutting back elsewhere or seeking cheaper ticket options.

Fitness and Wellness

Return to Gyms and Studios: In-person fitness has made a major comeback with Gen Z leading the charge. By 2023, gym memberships in the U.S. surpassed pre-pandemic levels, thanks in large part to young adults returning to fitness centers​ corporatefitnessworks.com . Gym usage among regular exercisers jumped from 64% in 2021 to 82% in 2023 lesmills.com , a huge surge that fitness analysts attribute to Gen Z’s renewed interest in working out at gyms (after being cooped up at home). About 30% of Gen Z are already regularly working out in fitness facilities, a far higher share than the total adult population (typically 15–25%)​ lesmills.com . In 2023 the number of U.S. gym members even exceeded 2019’s peak, and facility usage was 8% higher in 2023 than the year prior corporatefitnessworks.com . This indicates that young people not only came back to the gym, they’re using it more frequently than before.

Motivations – Health, Community, and Hybrid Convenience: Gen Z approaches fitness with a holistic, lifestyle-driven mindset. Surveys show 82% of U.S. Gen Z consider health and wellness a top priority in daily life​ corporatefitnessworks.com . This cohort exercises not just to “look good” but for mental health, stress relief, and community connection​ lesmills.com lesmills.com . Four of Gen Z’s top five reasons to exercise are related to health and happiness rather than appearance​ lesmills.com . Notably, the social aspect is key: 74% of consumers (largely Gen Z and Millennials) said they prefer in-person fitness classes for the community atmosphere and motivation of group workouts​ corporatefitnessworks.com . After experiencing virtual workouts, many young adults missed the camaraderie of in-person classes, which offer accountability and support that’s “hard to replicate online”​ corporatefitnessworks.com . At the same time, Gen Z expects flexibility in their fitness routine. About 72% of Gen Z exercisers take a hybrid approach, mixing gym workouts with at-home or app-based sessions​ lesmills.com . They demand “omnifitness” options – the ability to work out whenever and wherever. Fitness brands have adapted by offering both live classes and digital platforms, knowing that this tech-savvy generation will engage in multiple modes of exercise. When done right, this hybrid model yields loyalty: hybrid Gen Z gym-goers attend 67% more workouts per week than those who only use the gym (5.5 vs 3.3 workouts)​ lesmills.com .

Spending on Fitness: Many Gen Zers are willing to invest in wellness. Gen Z gym-goers typically spend around $21–$69 per month on membership dues (according to one study) and often supplement this with boutique classes or wellness products​ myemail-api.constantcontact.com . Even those who don’t currently exercise express a desire to start; 50% of Gen Z non-exercisers want to work out regularly but need help getting started​ lesmills.com . A large portion of them (68%) would start at home first, which is why gyms are complementing memberships with high-quality digital content to capture these newcomers​ lesmills.com . Overall, Gen Z is on track to become the dominant fitness demographic as they enter adulthood​ lesmills.com , bringing a blend of high expectations: welcoming, inclusive gym environments; the latest fitness tech (wearables, fitness apps); and values-driven programming (e.g. yoga for mental health, sustainable/eco-friendly facilities).

Digital Influence: Technology, Social Media, and Convenience

Gen Z came of age with smartphones in hand, and the pandemic only deepened their reliance on technology for shopping and socializing. Post-pandemic, technology and social media continue to heavily influence Gen Z’s behavior, even as they venture back into physical venues, often blurring the lines between digital and in-person experiences.

Discovery via Social Media: Social platforms have become Gen Z’s go-to tools for discovering products, stores, and venues. This generation often uses social media as a search engine, even over Google gwi.com . For example, young consumers increasingly turn to TikTok or Instagram to find trending restaurants, fashion ideas, or things to do. In fact, around 70% of Gen Z have purchased something they discovered on social media, and 83% have shopped directly through social apps like Instagram or TikTok​ nudgenow.com nudgenow.com . Viral trends can send Gen Z flocking to brick-and-mortar businesses – whether it’s a cafe that blew up on TikTok or a new sneaker drop they saw on Instagram. Restaurants report that Gen Z customers often discover them via online influencers or foodie hashtags​ pos.toasttab.com . Likewise in retail, “TikTok made me buy it” has real impact: many young shoppers get purchase inspiration online and then head in-store to find the item. One study found 41% of Gen Z browse online for inspiration but prefer to purchase in-store for enjoyment-driven shopping​ news.faire.com .

Peer Reviews and Authenticity: Social media also shapes Gen Z’s expectations by amplifying peer reviews. This cohort places high trust in user-generated content – they are quick to try things endorsed by relatable influencers and equally quick to reject what seems inauthentic​ pos.toasttab.com nudgenow.com . Businesses have adapted by boosting their online engagement: for instance, new store openings or in-store events are often promoted via Snapchat and TikTok to draw in local Gen Z crowds. The flip side is that a single viral complaint can turn Gen Z away (e.g. a TikTok exposing a bad customer experience). Overall, an active social media presence is crucial to remain on Gen Z’s radar, even for primarily physical businesses.

Tech-Enabled Convenience: Gen Z expects a seamless integration of technology into their offline experiences – a trend accelerated by COVID-19 safety measures and maintained afterward. Contactless payments and mobile ordering are now baseline expectations. Over one-third of Gen Z/Millennial consumers adopted contactless payment during the pandemic and continued using it afterward statista.com . In stores, 60% of Gen Z will abandon a purchase if the checkout line is too long paymentsdive.com , reflecting their low tolerance for friction (after years of one-click online shopping). They want options like scan-and-go checkout, self-service kiosks, or at least a quick tap-to-pay. If their preferred payment method (e.g. Apple Pay or a mobile wallet) isn’t available, more than one in four Gen Z shoppers will simply leave their items behind​ paymentsdive.com . For retailers, this means investing in point-of-sale tech is essential to keep young customers from walking out the door.

Blending Online and Offline: Gen Z’s digital fluency means they fluidly combine channels for convenience. It’s common for a Gen Z shopper to order online for curbside pickup, check store inventory on an app, or use a restaurant’s mobile app to preorder and then dine in. Nearly half of Gen Z regularly use BOPIS services​ homepagenews.com , and many use physical stores as convenient return hubs for online purchases (38% do so often​ homepagenews.com ). This behavior, which took off during the pandemic, has solidified into routine. Pre-pandemic, buy-online-pickup options were a perk; now Gen Z expects them. Similarly, in dining, Gen Z readily embraced innovations like QR-code menus and order-ahead apps, though interestingly 76% of all consumers (including Gen Z) say they still prefer physical menus over QR codes for a better experience​ escoffier.edu . The key is giving Gen Z the choice – the ability to use tech when it adds convenience (e.g. mobile paying, customizing an order in an app) but also offering traditional service when it enhances the experience.

Post-Pandemic Tech Habits: The pandemic permanently shifted some Gen Z behaviors further into the digital realm. Having gotten used to on-demand delivery for everything from food to groceries, Gen Z now takes convenience services for granted. For instance, even with stores open, 55% of Gen Z say they’re at least somewhat likely to order groceries online rather than go in person​ theharrispoll.com . They also doubled down on streaming and gaming during lockdowns, which has made competition stiff for cinemas and other out-of-home entertainment – live venues must offer an experience beyond what a screen at home can. On the flip side, the saturation of digital life has made Gen Z value their offline time more, creating a push-pull dynamic: they rely on tech for routine transactions, but increasingly cherish tech-free, immersive moments (like concerts or boutique shopping) as an escape from Zoom and social media scrolling. Businesses that strike the right balance – “effortless, flexible, and integrated” experiences, as one retail executive put it​ paymentsdive.com – will win Gen Z’s loyalty. In summary, technology for Gen Z is a given, but it must enhance rather than replace the physical experience.

Why Gen Z Chooses In-Person: Key Motivations

Despite the allure of online convenience, there are compelling reasons Gen Z actively seeks out in-person experiences. Several motivating factors drive Gen Z to put down their phones and step into stores, restaurants, gyms, and entertainment venues:

In summary, Gen Z chooses in-person experiences for a mix of practical and emotional reasons: to socialize, to physically engage their senses, to get instant satisfaction, to enjoy unique atmospheres, and to connect with brands that “get” them. These motivations have, if anything, strengthened in the wake of the pandemic, as young consumers seek a balance to the digital saturation of their lives.

Impact of Gen Z Values on Physical Business Engagement

Gen Z is often called the most values-driven generation, and this clearly influences how they interact with brick-and-mortar businesses. Their core values – such as sustainability, inclusivity, diversity, and authenticity – guide their spending decisions and loyalty, rewarding physical businesses that walk the talk on these fronts.

In essence, Gen Z’s values act as a filter for their in-person engagement: a business that meets that filter (sustainable, inclusive, authentic) will likely earn not just a customer, but an enthusiastic advocate who will visit, spend, and spread the word. Those that don’t may struggle to attract this principled generation.

Case Studies: Brands Adapting to Gen Z’s Behavior

Many companies across retail, dining, entertainment, and fitness have successfully adapted their brick-and-mortar strategies to better serve and attract Gen Z in the post-pandemic landscape. Here are a few illustrative case studies:

(Other notable examples): Live Nation, a major concert promoter, leveraged Gen Z’s social media fervor by creating shareable concert moments (like interactive fan zones at festivals) to entice young attendees back to live shows. Movie theater chains such as AMC introduced youth-oriented promotions (e.g. discounted ticket days for students) and greater integration with social platforms (running TikTok contests for film releases) to remind Gen Z that theaters can be fun social outings, not just places to watch a movie. Many small businesses also adapted: e.g. independent bookstores began hosting Gen Z-friendly events like graphic novel book clubs and poetry slams to draw young people who seek inclusive, community spaces offline. Across the board, the common thread in these case studies is understanding Gen Z’s expectations – authenticity, integration of tech, social value, and a sense of community or fun – and reimagining physical spaces and services to meet those expectations.

Pre- vs. Post-Pandemic Shifts in Gen Z Behavior

Gen Z’s behavior before and after the COVID-19 pandemic reveals some striking shifts, as well as the reinforcement of certain existing trends. The pandemic was a formative event for this cohort (many were in their teens or early 20s in 2020), and it both accelerated their digital habits and ignited a new appreciation for the physical world they lost for a time. Here are key before-and-after comparisons highlighting how Gen Z changed:

To summarize, before the pandemic Gen Z was known as digital natives slowly flexing their consumer power; after the pandemic, they have emerged as experience-hungry, socially-conscious omnichannel consumers. The key shifts include a renewed enthusiasm for in-person engagement (to satisfy social and emotional needs), heightened expectations for digital convenience around those engagements, and an even stronger insistence that their spending align with their values. The pandemic essentially amplified Gen Z’s defining traits: making them more tech-savvy yet also more appreciative of the physical, more independent yet also community-seeking, and more idealistic about the role of businesses in society. Brick-and-mortar businesses that understand these shifts – providing seamless tech integration, authentic experiences, and value alignment – are the ones that have thrived in winning Gen Z’s post-pandemic loyalty.

Table: Gen Z vs. Older Generations – Increases in In-Person Entertainment Spending Post-COVID

To highlight Gen Z’s unique post-pandemic resurgence in offline experiences, the table below shows the percentage of each generation who say their spending on select entertainment activities increased compared to before the pandemic:

Entertainment Activity Gen Z (<=26) Millennials Gen X Boomers+
Live Concerts 42% creditkarma.com 34%​ creditkarma.com 19%​ creditkarma.com 11%​ creditkarma.com
Movie Theaters 43% creditkarma.com 33%​ creditkarma.com 23%​ creditkarma.com 16%​ creditkarma.com
Theme Parks 36% creditkarma.com 34%​ creditkarma.com 17%​ creditkarma.com 9%​ creditkarma.com
Broadway/Theater 28% creditkarma.com 21%​ creditkarma.com 11%​ creditkarma.com 8%​ creditkarma.com

Source: Intuit Credit Karma survey, 2023. Figures represent the share of each generation reporting higher spending on the activity now versus pre-pandemic.

As shown, Gen Z leads all generations in ramping up spending on in-person fun (often by a wide margin), underlining how post-pandemic Gen Z is embracing live experiences in a way older groups have not. This contrasts with many Boomers who pulled back from such activities in the same period. It’s a vivid illustration of the generational shift: for Gen Z, the post-COVID era has become an opportunity to dive into real-world experiences, making up for lost time and forging new habits that could shape consumer behavior for years to come.