Gen Z Boosts Black Friday Energy As Younger Buyers Lean Into Deals And Value Shopping

Benzinga

Black Friday is increasingly driven by younger shoppers, with Gen Z and millennials planning most of their holiday purchases on that day, even as overall spending is expected to fall. Surveys from AT&T, PwC, and Deloitte show tighter budgets and a shift toward small businesses as consumers seek value. Financial pressure is pushing shoppers to be more intentional this season.

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00:00It's Benzinga, bringing Wall Street to Main Street.

00:02Black Friday is shaping up to be a bigger event for younger shoppers, according to CNBC.

00:07AT&T Business' 2025 Holiday Shopping Survey shows that 40% of Gen Z and 32% of millennials

00:14plan to do most of their shopping on that day.

00:16Older generations prefer to buy gifts later in the season.

00:20PWC reported that Gen Z plans to spend 23% less this year, the sharpest drop of any age group.

00:26A new Deloitte survey found that overall Black Friday, spending is expected to fall by 4%

00:32due to financial pressures.

00:34AT&T's survey found that consumers are shifting towards small businesses, with 77% saying they

00:39would shop there exclusively if prices matched larger retailers.

00:43AT&T said shoppers are approaching the holiday season with a more intentional, value-focused

00:48mindset.

00:49For all things money, visit Benzinga.com.

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