Generational fashion e-commerce in the United States - statistics & facts
From #TikTokMadeMeBuyIt to desktop shopping, the way in which consumers shop for fashion is highly dependent on several factors ranging from personal preferences to household income. One such factor, one that can be easily categorized and observed, is the demographic of age. Taking into account the Digital Age and the development of e-commerce in the last two decades, younger consumers have different experiences when interacting with brands and shopping online than their older counterparts and vice versa.
In the United States, when it comes to fashion, nearly 60 percent of Gen Z users over the age of 18 already had made online clothing purchases in 2023, just behind their Millennial elders at 64 percent. Their leading inspiration? Social media – with four in ten U.S. Gen Zers having reported such as their biggest source of inspiration for anything fashion related and 35 percent having purchased apparel through social commerce in 2023. Aside from social commerce, much of Gen Z’s shopping is typically done on mobile devices, and some of their favorite shopping apps were Amazon, Temu, SHEIN, and Walmart.
The world of fashion e-commerce is extensive, and trends in fashion often reflect changing times. As the generations continue to age and shopping technology continues to develop, trends in the online shopping sphere will also mirror as much.
The purchasing power of Gen Z
Born between 1997 and 2012, Generation Z, or Gen Z, makes up just under 21 percent of the population in the United States, and as they begin to enter the workforce and accumulate capital to spend, it becomes more apparent that there are defining trends to be seen amongst the generation’s shopping behavior.In the United States, when it comes to fashion, nearly 60 percent of Gen Z users over the age of 18 already had made online clothing purchases in 2023, just behind their Millennial elders at 64 percent. Their leading inspiration? Social media – with four in ten U.S. Gen Zers having reported such as their biggest source of inspiration for anything fashion related and 35 percent having purchased apparel through social commerce in 2023. Aside from social commerce, much of Gen Z’s shopping is typically done on mobile devices, and some of their favorite shopping apps were Amazon, Temu, SHEIN, and Walmart.
Generational commonalities
Although Gen Z’s purchase power continues to grow, Millennials, Generation X, and Baby Boomers are still quite relevant when it comes to fashion shopping online, and across the board also have several similarities when it comes to purchasing behavior. Across generational cohorts, over 80 percent of all shoppers in the U.S. specifically sought out user-generated content while making both clothing and footwear purchases online. And while Gen Z remains more inclined to use social media to find fashion inspiration, among all shoppers, websites or apps for brands and retailers also served as primary online discovery channels for many. Online stores were the most popular place for those aged 25 to 34 to purchase apparel in the U.S., and the second most popular for consumers aged 55 and older.The world of fashion e-commerce is extensive, and trends in fashion often reflect changing times. As the generations continue to age and shopping technology continues to develop, trends in the online shopping sphere will also mirror as much.
