More than half of Gen Z consumers prefer going in-store for the shopping experience rather than buying something instantly online, according to new research from Snapchat and Portas.
The research, released on 3 June 2026 and developed in partnership with YouGov, surveyed more than 2,000 Gen Z consumers. It has been published in a new report, The Memento Generation, which explores how younger shoppers are building identity and social currency through real-world experiences, shared moments and memories.
The findings challenge the stereotype that Gen Z is an online-only generation driven primarily by speed and convenience. Instead, the research from Snapchat and Portas suggests that Gen Z sees shopping as both practical and emotional: a way to discover new things, spend time with friends, create memories and feel part of something.
According to the research, 83% of Gen Z consumers say their shopping approach depends on the situation, with some occasions calling for efficiency and others for exploration and discovery. While 75% say getting what they want quickly and easily matters most when shopping, the findings indicate that emotional and social factors continue to influence behaviour.
The report found that 51% prefer going in-store for the experience over buying something instantly online, while 41% say they most enjoy shopping in-store with friends or family. Nearly six in 10, or 59%, say they shop at least sometimes primarily to spend time with others rather than to buy something.
Shopping Decisions Move Into Private Conversations
Shopping decisions are also being shaped by private conversations. The research found that 83% send photos or videos of products they are considering buying to friends or family before purchasing, while 47% have bought something after sharing it in a group chat and receiving a positive response. In addition, 42% say spending time with friends or family motivates them to visit physical stores.
The findings suggest that Gen Z’s shopping journeys increasingly take place within close social circles, where recommendations are trusted and purchasing decisions are made collaboratively. Rather than broadcasting purchases publicly, the research points to the role of private chats and friendship groups in validating choices and turning shopping into a shared experience.
Physical Retail Remains Central
Physical retail remains central to this behaviour. The study found that 75% visit stores to see products in real life or try them on, while 71% value being able to see, touch and try products in-store. In addition, 58% enjoy taking time to discover new things while shopping, and 63% said they have purchased something mainly because of the experience around it.
The research also challenges assumptions around instant gratification. More than half of Gen Z, or 61%, said they would queue for more than 15 minutes for something they really wanted, with some saying the effort of waiting increased the emotional value of the experience.
For Snapchat and Portas, the findings indicate that anticipation, effort and shared experiences can become part of the memory attached to shopping, shifting the role of retail from a transaction to a story or moment worth sharing.
Stay Updated With 365 Retail
Receive the latest retail news, store openings, brand activations, events and industry insight direct to your inbox.
Subscribe to the 365 Retail newsletter
Creative Retail Awards
Discover the international awards celebrating excellence across retail design, visual merchandising, technology, sustainability and customer experience.
Find out more about the Creative Retail Awards
The post Gen Z Prioritises In-Store Shopping Experiences appeared first on 365 Retail – Retail News and Events.
