Mall-going but budget-constrained: gen-z shoppers shape the future of retail

Malls are popular with zoomers, but they show less brand loyalty and are happy to settle for dupes' over the real thing

TikTok finds and homemade gifts, trips to the mall and the endless search for dupes" - gen Z's shopping habits are shaking up retail in the run-up to Christmas. And with price tags climbing and brand loyalty slipping, retailers this season must work harder to earn this generation's dollar.

Gen Z's spending power is expected to near $12tn by 2030. But this year those aged 13 to 28 are expected to cut their holiday spending by a whopping 23% - a sharper decline compared to other generations - according to a recent PwC report.