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:
Social Connection and Community: Above all, Gen Z craves face-to-face interaction in an era of digital socializing. Being with friends is a major pull for real-world activities. Nearly one-third of Gen Z (32%) say they prefer shopping in-store specifically because they’d rather be with friends and not shop alone news.faire.com . Malls and shops have become meetup spots where young people bond. Likewise, after the isolation of 2020, many young adults view dining out or attending events as a way to combat loneliness. Gen Z has been called the loneliest generation news.faire.com , and they see offline experiences as a chance to connect. Group fitness classes, for example, surged because people missed the camaraderie of working out together corporatefitnessworks.com corporatefitnessworks.com . Even in entertainment, being part of a crowd matters – cheering at a concert or laughing in a movie theater provides a shared social high that solitary streaming cannot. In short, the need for human connection and belonging strongly motivates Gen Z to choose in-person outings.
Tangible Experiences and Product Assurance: Physical venues offer sensory and quality advantages that digital channels lack. Gen Z values the ability to see, touch, and try things in person. This is both fun and practical – they can ensure a product’s quality/fit before buying. According to research, 40% of Gen Z feel more confident in purchases made in-store, and many admit they have less buyer’s remorse when they can test items first news.faire.com . By contrast, 75% of Gen Z said they have bought things online they didn’t truly need, simply because it was so easy news.faire.com . In-person shopping imposes a healthy “pause” to evaluate items, leading half of Gen Z to say they spend money more wisely when shopping in-store news.faire.com . The same logic applies to trying on clothes to get the right size, sampling cosmetics, or test-driving gear – it reduces the hassle of returns and disappointment. At restaurants, tasting the atmosphere and service is part of the product; at gyms, having real equipment and trainers beats a living-room workout. Immediate gratification is another aspect: Gen Z often chooses to go out because they want something now. For instance, they prefer stores for the “ability to own items faster,” without waiting days for delivery paymentsdive.com . A Gen Z student hunting for a last-minute outfit might head to the mall because browsing and buying in one trip is quicker (and more fun) than scouring websites abc7news.com . This instant access to products and experiences, plus the assurance of “what you see is what you get,” makes in-person appealing.
Enjoyment and Novelty: Simply put, offline is entertaining. Gen Z often goes in person for the experience itself, not just the end product. Shopping, for example, can be an outing where they listen to music in stores, check out cool visuals, and make a day of exploring – 57% say this is enjoyable for them homepagenews.com . Restaurants can offer ambiance, decor, and plating that make the meal memorable (and Instagrammable). Entertainment venues obviously specialize in this: IMAX screens, concert pyrotechnics, escape rooms, theme park rides – these are thrills one cannot replicate virtually. Even the post-pandemic trend of “pop-up” experiences (like interactive art exhibits or themed cafes) plays into Gen Z’s hunger for something new and shareable. Psychologically, researchers note that during times of crisis people feel nostalgia and seek meaning news.faire.com . After COVID, young adults developed a nostalgic appreciation for real-world hangouts (e.g. the resurgence of interest in 90s-style mall culture or vintage arcades). Many Gen Z shoppers now cherish the “ritual” of in-person shopping as a meaningful pastime, not just a task news.faire.com . This generation finds joy in discovering things unexpectedly in-store (serendipity that algorithms sometimes kill). That element of surprise and discovery – stumbling on a cool boutique, or chatting with a passionate store owner – motivates Gen Z to get off Amazon and into a real shop.
Shared Values and Authenticity: Gen Z is drawn to physical businesses that reflect their values and identity, which gives them reason to visit those places in person. For instance, sustainability-minded Gen Zers might prefer shopping at a local zero-waste store or thrift shop where they can tangibly support eco-friendly practices. Gen Z is known to “prioritize sustainability more than any other generation,” and many feel that shopping in-store helps them uphold those principles (e.g. by buying local, avoiding excess shipping packaging) news.faire.com . A survey found 62% of Gen Z prefer to buy from sustainable brands, and 73% are even willing to pay more for sustainable products firstinsight.com . This value-driven approach often leads them into stores – for example, choosing a farm-to-table restaurant that sources ethically, or a fitness studio that fosters inclusivity and mental wellness. Moreover, Gen Z seeks authentic, inclusive spaces. They tend to support businesses that are diverse and community-oriented, and visiting those places in person reinforces that bond. For example, a cafe that hosts open-mic nights for underrepresented voices or a bookstore that celebrates LGBTQ+ authors might become a Gen Z favorite hangout because it aligns with their inclusive ethos. In short, alignment of values can tip the scales in favor of an in-person experience over a convenience click online.
Friends and FOMO: A more lighthearted but powerful motivator is the desire to join friends and not miss out. If someone’s peer group is going to a new entertainment venue or the hot new restaurant, chances are a Gen Z individual will opt in – for the social belonging and to have something to post or talk about. As noted earlier, social media-driven FOMO is real: one-third of Gen Z have felt pressure to spend on experiences so they don’t feel left out creditkarma.com . This means if an event or place is trending among their circle, they’re inclined to show up in person. The post-pandemic explosion of concert and festival attendance by Gen Z (even at high ticket prices) is partly attributable to this you-only-live-once attitude after missing events in 2020 creditkarma.com creditkarma.com . Businesses that create buzz and a sense of community will tap into this motivation, as Gen Z doesn’t want to be the one stuck at home when everyone else is out having fun.
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.
Sustainability: Environmental consciousness is a defining Gen Z trait, and they expect businesses to keep up. A majority of Gen Z (about 62%) prefer to buy from sustainable brands, and 73% are willing to pay more for sustainably-made products firstinsight.com . This means physical retailers are adapting everything from product sourcing to store operations to appeal to eco-minded young shoppers. Many Gen Z consumers actively seek out thrift stores, resale shops, and rental services as alternatives to fast fashion – indeed 83% of Gen Z have bought or are open to buying secondhand apparel in order to be more sustainable easternecho.com . The boom in thrift and vintage clothing outlets (both independent shops and chains like Buffalo Exchange) is partly fueled by Gen Z’s values; they often prefer the treasure-hunt experience of thrifting in person, which aligns with their ethos of reusing and recycling. Traditional retailers have also taken note: some are introducing recycling programs or selling upcycled goods to draw in Gen Z. A clear example is outdoor apparel store Patagonia’s “Worn Wear” sections for used gear – such initiatives resonate with young shoppers who might visit the store specifically to support a brand with genuine green commitments. In food and dining, sustainability shows up in Gen Z favoring eateries with locally sourced menus or plant-based options. Because Gen Z closely watches for greenwashing, a business can’t just claim sustainability – they need to demonstrate it. Those that do (e.g. zero-waste stores, carbon-neutral cafés) often earn the loyalty and in-person patronage of Gen Z consumers who want their spending to reflect their environmental stance.
Inclusivity and Diversity: Growing up in the most diverse generation yet, Gen Z places high importance on inclusion – whether in marketing, staff, or customer experience. They are drawn to physical spaces where they feel represented and welcomed. For example, in fashion retail, brands that offer a wide range of sizes, unisex styles, or diverse models in-store displays are more likely to attract Gen Z. A survey by the National Retail Federation found that half of Gen Z shoppers prefer to see diversity in advertising and store personnel (more racial diversity, body positivity, etc.) kearney.com . Anecdotally, stores like Aerie (American Eagle’s lingerie/apparel line) gained Gen Z popularity by featuring un-retouched images of models of various body types in their shops, underscoring a message of body positivity and inclusion. Gen Z shoppers flocked to Aerie stores partly because they felt the brand’s authenticity and acceptance. Similarly in fitness, Gen Z gravitates towards gyms with inclusive vibes – for instance, Planet Fitness’s “Judgement Free Zone” ethos aligns well with Gen Z inclusivity, making its clubs comfortable spaces for teens starting their fitness journey. On the flip side, a brand that is perceived as discriminatory or not inclusive can quickly see Gen Z vote with their feet and wallets by boycotting the physical location. Inclusivity extends to accessibility too: Gen Z appreciates businesses that accommodate disabilities and neurodiversity (quiet hours in stores, gender-neutral restrooms, etc.), as these reflect the social consciousness they value.
Authenticity and Brand Ethics: More than any prior generation, Gen Z emphasizes brand authenticity – they ask, “Does this business practice what it preaches?” This affects which brick-and-mortar businesses they trust and support. For instance, Gen Z is twice as likely as older generations to care about a restaurant’s social responsibility (e.g. charitable work, ethical sourcing) when choosing where to eat pos.toasttab.com . A restaurant that partners with local shelters or highlights fair-trade ingredients might win favor with Gen Z diners, while a chain wrapped in a labor scandal might lose them. Retailers are learning that Gen Z shoppers research brands’ ethics online before stepping into the store. If they find a brand aligns with causes they care about – be it Black Lives Matter, LGBTQ+ rights, or mental health awareness – they are more inclined to engage with that brand in person. Conversely, Gen Z can be unforgiving if a company is caught violating their values (say, using sweatshop labor or espousing intolerant views); many will actively avoid that store. Authenticity also means transparency: Gen Z expects businesses to be open about what they stand for. For example, some stores now feature signage about how products are made or the story of the business. Gen Z appreciates these authentic touchpoints. A noteworthy data point: 21% of young diners (Gen Z) show interest in the personal stories of a business’s staff pos.toasttab.com – this might translate to reading a barista’s bio on the café wall or chatting with store associates about the brand’s mission. These interactions deepen their engagement and loyalty because they feel they “know” the people behind the brand. In short, Gen Z patronizes physical businesses that align with their identity and moral compass. They use their presence and spending as a form of activism, supporting brands that reflect sincerity, ethical behavior, and purpose. Brick-and-mortar businesses that have adapted by highlighting their authenticity – whether through community involvement boards in-store, diverse hiring, or honest communication – have seen stronger Gen Z connection and foot traffic.
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:
Ulta Beauty – Experiential Retail & Loyalty: Ulta Beauty, a cosmetics retailer, recognized Gen Z’s desire for experience and authenticity in-store. Ulta revamped its stores to include interactive beauty play areas and services (like hair salons and skin consult stations) to make store visits fun and immersive. The brand is consistently favored by younger shoppers according to surveys paymentsdive.com , in part because of its inclusive range of products and its popular Ultamate Rewards loyalty program. Ulta’s loyalty program (with perks like birthday gifts and points on every purchase) has been key to engaging Gen Z customers and encouraging repeat store visits paymentsdive.com . At a recent retail industry conference, Ulta executives emphasized customer experience as the focus – from knowledgeable staff to seamless mobile checkout – knowing that Gen Z will come back if shopping feels rewarding, convenient, and personal. Ulta has also leaned into social media trends (like exclusive product drops promoted on TikTok that drive young shoppers to stores). By combining online engagement with a compelling in-store experience, Ulta managed to thrive post-pandemic, even as some competitors struggled. Its strategy of meeting Gen Z’s values (e.g. stocking Fenty Beauty for inclusivity, promoting cruelty-free brands for ethical consumers) and offering a hands-on playground for beauty enthusiasts has made it a go-to physical store for Gen Z in the beauty space.
Chipotle – Social Media Integration & On-Point Value: Fast-casual restaurant Chipotle has won over Gen Z by deeply integrating its marketing and operations with Gen Z habits. Chipotle’s menu (customizable, relatively healthy fast food) and price point have always appealed to college students and young adults. But in recent years, Chipotle doubled down on reaching Gen Z “where they live — on social,” as one marketing exec noted theoutcome.com . They ran viral challenges like the #ChipotleLidFlip on TikTok and enlisted popular TikTokers (e.g. Alexis Frost and Keith Lee) in promotional partnerships theoutcome.com . These campaigns kept the brand highly visible in Gen Z social feeds. The payoff has been clear in in-person visits: Gen Z customers now flock to Chipotle locations. A 2024 study found Gen Z are 70% more likely to eat at Chipotle than other age groups theoutcome.com . The chain even reported a 5.4% jump in in-store traffic in a recent quarter, much of it attributed to young customers returning to dine in theoutcome.com . Chipotle has also excelled at omnichannel convenience (a strong mobile app for quick pickup orders, etc.), but crucially, it hasn’t abandoned the in-restaurant experience – they still emphasize friendly service and an open kitchen concept that Gen Z appreciates for transparency. By authentically engaging with Gen Z on social media and offering the right mix of quality, affordability, and convenience (as a Publicis strategist put it, “the right offering at the right price point” theoutcome.com ), Chipotle managed to not only remain relevant but surge in popularity with post-pandemic Gen Z, driving them back into its restaurants.
Westfield Valley Fair Mall – Creating a Social Hub: While many malls struggled, Westfield’s Valley Fair mall in California became a case study in adapting to Gen Z shoppers post-pandemic. The mall underwent a $1B expansion focused on turning the space into an experience-heavy social hub – adding features like trendy dining halls, Instagrammable art installations, open-air plazas, and event spaces abc7news.com . Mall management observed that young consumers don’t just come to shop; “they want to have a day with their friends,” strolling, dining and hanging out abc7news.com . By facilitating in-person shopping and gathering (with everything from live music events to comfortable lounges with charging stations), Valley Fair has succeeded in drawing large Gen Z crowds abc7news.com . In surveys, Gen Z shoppers indicated a renewed interest in physical retail provided it offers something exciting or social abc7news.com . The strategy worked: while other malls saw foot traffic stagnate, Valley Fair’s Gen Z footfall grew. This example shows that brick-and-mortar shopping centers can revitalize themselves by focusing on experience, social interaction, and a mix of stores that appeal to younger tastes (e.g. adding more streetwear, tech and niche brands alongside traditional anchors). Essentially, the mall made itself “cool” again for a generation that is rediscovering the joys of mall outings, by aligning the space with how Gen Z likes to spend time (blending shopping, dining, entertainment and social media moments).
Nike – Immersive Retail and Community Building: Nike, the athletic apparel giant, has tailored some of its flagship stores and services to match Gen Z’s expectations. Nike’s new “House of Innovation” stores (in cities like New York) are ultra-interactive: they feature customization stations where shoppers can design shoes, RFID-powered fitting rooms that recognize products, and areas that display what’s trending on Nike’s SNKRS app in real time. These elements cater to Gen Z’s tech-savvy nature and desire for personalized, shareable experiences. Nike also launched smaller format Nike Live stores in neighborhoods, which use local data to stock what the community wants and host events like running clubs or styling workshops – essentially turning stores into community hubs. This hyper-local, community-driven approach appeals to Gen Z desire for authenticity and belonging. It’s paid off: Nike reports that these concept stores see high engagement and help drive online-offline synergy (many Gen Z users order online and pick up in store at Nike Live, coming in for the event and leaving with a purchase). Additionally, Nike’s commitment to causes (such as racial justice initiatives and sustainability pledges like Move to Zero) helps solidify Gen Z loyalty. Many young consumers actively choose Nike’s physical stores because they identify with the brand’s values and enjoy the “cool factor” of the in-store experience (for example, one might visit a Nike store not just to buy shoes, but to check out a limited drop, take photos in the special installations, and feel part of the Nike culture). Nike’s ability to integrate technology, community, and values in its brick-and-mortar strategy offers a blueprint for engaging Gen Z on multiple levels.
Planet Fitness – Welcoming the New Generation: In the fitness industry, Planet Fitness recognized early that Gen Z could become a huge segment of gym-goers if approached correctly. They’ve long marketed their gyms as a non-intimidating, inclusive space (the “Judgement Free Zone”), which resonates with a generation that values inclusivity. Post-pandemic, Planet Fitness doubled down on courting teens: in summers 2022 and 2023, they ran a High School Summer Pass program allowing teens 14–19 to work out for free. These programs attracted millions of Gen Z teens into gyms, many for the first time, giving them a taste of the in-person fitness community. The strategy not only introduced young people to the habit of going to the gym (driving record sign-ups), but also built goodwill for the brand. As a result, Gen Z membership at Planet Fitness has grown rapidly, contributing to the industry’s rebound lesmills.com corporatefitnessworks.com . Planet Fitness also keeps things convenient and digital-friendly – a streamlined app for check-in and training resources – aligning with Gen Z’s expectation of tech integration. By removing cost barriers and emphasizing a supportive community, Planet Fitness successfully turned pandemic-idled teens into active gym-goers. Many of those teens, now in college or working, continue as paying members, validating the company’s approach of meeting Gen Z where they are (both literally in their hometowns and mentally in their desire for welcoming spaces) to drive in-person engagement.
(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:
Online Adoption vs. Offline Revival: Pre-pandemic, Gen Z was already the most digitally native generation – they led in online shopping, social media use, and on-demand app adoption. When the pandemic hit, these behaviors intensified out of necessity. In early 2020, Gen Z dramatically increased their e-commerce usage; for example, the number of Gen Zers shopping online at least weekly jumped 28% from Q2 2020 onward gwi.com . Delivery apps for food and essentials became lifelines. However, after pandemic restrictions eased, Gen Z was the quickest to return to and reinvigorate offline channels. A comparison: in 2021, surveys found more than half of young shoppers initially planned to continue doing less in-store shopping evolvemkd.com , yet by 2023-24, new data showed about 64% of Gen Z prefer shopping in-store to online lek.com . What changed? The absence of in-person experiences created a strong pent-up demand. As soon as it was safe, Gen Z swarmed back to malls, concerts, and gyms in greater numbers than before, seeking the social and experiential aspects they had missed. In effect, the pandemic underscored to Gen Z what was special about the physical world. This led to a post-pandemic revival: physical retail saw a Gen Z boost (with surveys calling Gen Z a “key driver in the revival of brick-and-mortar stores” abc7news.com ), and entertainment venues noticed a younger skew in audiences returning.
Historical Entertainment Shift: One of the clearest before/after differences is in live entertainment. Before COVID, Gen Z as a group hadn’t fully come into their own as concert goers or frequent movie attendees (some were still mid-teens), and streaming entertainment at home was rising. The pandemic then shut down live events entirely. Post-pandemic, there was an explosion of Gen Z participation in events, far exceeding pre-2020 levels. For instance, comparing survey data: prior to the pandemic, 93% of Gen Z spent on some entertainment monthly creditkarma.com ; after the pandemic, 90% still did – a slight dip in breadth – but those who do spend are spending more. Gen Z reported the largest increases in spending on movies and concerts of any generation, with over 40% of Gen Z increasing spend on concerts and movies since before COVID creditkarma.com . Meanwhile almost half of Americans overall cut back on entertainment after COVID creditkarma.com . This marks Gen Z as making up for lost time. Essentially, the lockdowns created a greater hunger in Gen Z for real-life fun, and once venues reopened, Gen Z attendance overshot previous norms (e.g. movie theater attendance among 18–24-year-olds rebounded strongly even as older audiences stayed home with streaming). It’s a reversal of an earlier narrative that young people had “given up” on movie theaters; post-pandemic Gen Z proved they will turn out for big communal experiences, especially if hyped on social media.
Technology Habits Cemented: Certain tech-oriented behaviors that Gen Z adopted out of pandemic necessity have become permanent. For example, QR code menus and contactless payments were novelty pre-2020, but Gen Z now takes them for granted. A 2022 survey noted 36% of Gen Z/Millennials adopted contactless payments during COVID and are continuing to use them statista.com – meaning a temporary safety measure solidified into a preferred payment method. Similarly, Gen Z got used to mobile-first everything (ordering, customer service chats, curbside pickup scheduling) during the pandemic and now expect those as the status quo. Pre-pandemic, a Gen Z shopper might have waited in a checkout line without much fuss; post-pandemic, having experienced near-zero-friction alternatives, they’re much less patient with delays or non-digital processes (hence the data about 60% abandoning long lines paymentsdive.com – a sentiment likely far stronger now than in 2019). In education and work life, Gen Z also experienced remote learning/working which made them comfortable with video calls and virtual collaboration. As customers, this translates to things like being open to virtual fitness training sessions in addition to gym visits, or using an app to join a virtual queue at a store rather than physically standing in line. We can say the pandemic accelerated Gen Z’s integration of digital convenience into every facet of offline life – a shift from before, when some of those omnichannel conveniences were “nice to have” rather than expected.
Shift in Values and Priorities: The pandemic’s global upheaval also influenced Gen Z’s values and priorities in subtle ways that affect behavior. This generation witnessed economic uncertainty (job losses, etc.) just as they were entering the workforce or college. Many lived with parents longer due to the pandemic, saving money, and now post-pandemic are budget-conscious even as they spend on experiences. For example, Gen Z became more deal-conscious and fiscally careful: 90% said the rising cost of living post-pandemic affected how they shop, and 56% check prices and hunt deals more than before news.faire.com . Pre-2020, the narrative was that Gen Z was all about convenience and impulse (growing up with one-click shopping); now they’ve gained a new prudence in some areas – which explains why they might go in-store to ensure they get the right item at the right price. At the same time, the events of 2020 sharpened Gen Z’s social consciousness (witness the surge of BLM and other social movements during the pandemic). Gen Z’s commitment to social and environmental causes grew stronger, which in turn makes them even more discerning about which businesses to support. This wasn’t a 180-degree change – Gen Z was values-driven before – but post-pandemic they are even less willing to compromise on values. They had time to research brands’ behaviors while stuck at home and emerged with firm opinions on who deserves their money. Historically, older generations might have separated politics from shopping more; Gen Z after 2020 tends to intertwine them, influencing their post-pandemic shopping choices more heavily than pre-pandemic.
Mental Health and Wellness Focus: Another before-and-after change is Gen Z’s approach to wellness. Pre-pandemic, discussions around mental health were growing, but the pandemic caused spikes in anxiety and loneliness among young people. Coming out of it, Gen Z is far more open about mental health and actively seeks wellness solutions. This is reflected in behaviors like: increased gym participation (exercise for mental well-being) compared to pre-pandemic, higher interest in meditation/yoga studios, and even the types of social activities they choose (preferring those that uplift or de-stress). A McKinsey report in 2023 noted 58% of Gen Z prioritize health and wellness more now than a year ago corporatefitnessworks.com . So, relative to pre-pandemic, Gen Z now frequents physical spaces that contribute to their well-being (healthy cafés, outdoor experiences, etc.) with greater regularity. They’ve incorporated self-care into their routines as a priority, which wasn’t as prominent before COVID underscored its importance.
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.
