As one of the most expensive periods on the student calendar, the coming months represent
a huge opportunity for your brand. So, how do you make the most of it?
Welcome to the UNiDAYS Q4 Holiday Season Deep Dive, your checklist for Gen Z success. Download the report to find out:
Plus much, much more. For now, let’s take a sneak peek at how Gen Z is doing the holiday
season differently and what you need to do to get them on your side.
We’re not going to beat around the bush here. The Black Friday and Cyber Monday weekend is an unmissable opportunity for your brand to tap into Gen Z. 85% of students are planning to make a purchase during the event and, of those, 60% will spend over £50.
So, lots of young people will be on the market for new products and services and Gen Z is set to spend £566M on Black Friday and Cyber Monday alone. That means it’s your chance to increase brand awareness, secure loyalty and boost conversions. For Gen Z, the most popular Black Friday shopping categories are:
Plus, being situated in November means almost one-third (27%) of students use Black Friday as the perfect opportunity to kickstart their holiday shopping, but that’s only one of several popular reasons for students’ affinity to Black Friday and Cyber Monday.
For 84% of Gen Z, the Black Friday weekend is all about finding great deals, while just under half (45%) say they wait for the event to buy specific products and services while they’re at more affordable prices.
This underlines the savvy nature of Gen Z—they’re constantly planning purchases ahead of time to secure the best deals, which is exactly why they could use your support. Young people have largely yet to form brand loyalty, so giving them a helping hand now could secure their trust for the rest of their lives.
The winter holiday is an exciting period for students. From spending quality time with loved ones to opening presents, there’s a lot coming up. But that also means there’s plenty of spending to be done in the lead-up to the holidays.
So, what categories are most popular among students in the run-up to the holiday period?
But, of course, Gen Z does things differently to older generations. For over half (54%), their approach to stocking up on festive goodies is a blend of in-store and online shopping, making them the most versatile of any demographic.
Getting holiday-ready isn’t cheap, though. Just under half (43%) of students will be dipping into their savings pots to cover costs and 1 in 3 will be heading to the bank of Mum and Dad for support. The most common method of funding holiday spending, though, is through employment, with 58% of Gen Z using what they earn to fund holiday purchases.
The first step to getting Gen Z on your side is demonstrating that you understand their key moments. For students, price and quality are the most important purchase motivators, which means showing them support through this period of their lives is key to unlocking their lifetime loyalty.
UNiDAYS is your strategic partner on the road to winning with Gen Z. Work with us to gain access to a verified student audience of over 29M members, plus benefit from a constant stream of actionable insights to make sure you never miss a beat with young people.
For more on Gen Z in the coming months, including their Black Friday preferences, Christmas shopping lists and spending habits, download our Holiday Season Deep Dive today.
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