The Old is New: A Surprising Shift in Marketing Trends

This group – born between 1997 and 2012 – is expected to splash the cash on 29 November, with half on the lookout for new technology including mobiles and laptops. Discounts are driving purchases, even though Gen Z is set to have the highest disposable income of any generation. The financially-savvy generation loves a bargain, with 69% of young people working to a budget. Jumping on viral trends is one way to capture Gen Z’s attention. Mochi ice cream balls, Gigi Hadid’s pasta and cucumber salads have all blown up on TikTok, with established retailers like Aldi and M&S capitalising on the trends. In fact, almost half of TikTok users (49%) have taken action after seeing supermarket content including 30% visiting stores. However, nailing marketing for Gen Z can be challenging and fiercely competitive during Black Friday as the demographic has notoriously picky buying habits. The generation grew up with the internet – but they don’t like to be sold to on social media, and instead are influenced by brand values and authenticity.