American Market Consumption Trends: Selling to Generation Z in the United States

In this article, we present 6 aspects that, according to GWI, define Americans born after 1997 and what Italian companies need to know to speak their language.

Updated on October 29, 2025

6 Characteristics of American Generation Z 

Who is Gen Z in 2025? [Source: GWI]

1. Gen Z is Growing and Making Decisions

They're no longer just students. More Gen Zers are getting married (+45% in one year) and taking on decision-making roles in companies (19%).

ExportUSA's advice: remember that you're speaking to people who can choose, buy, and influence.

2. They Are Anxious but Ambitious

28% of Gen Z consumers are prone to anxiety, yet they don't shy away from taking on challenges. 

ExportUSA's advice: empathy is needed in communication. Less performance, more authenticity.

3. They Save and Invest Their Money

59% aim to save more in 2025, and the number of under-30s with active financial investments has grown by 46%.

ExportUSA's advice: communicate the value of what you're selling in the USA.

4. They Use AI

A third of Generation Z has used ChatGPT in the last month.

ExportUSA's advice: show how your products or services integrate technological innovation.

5. They Make Friends Through Gaming

For them, playing online doesn't mean isolation; on the contrary, video games are the new digital meeting place.

ExportUSA's advice: augmented reality, virtual reality, gamification... if included in an immersive experience, they are more likely to purchase.

6. Pragmatism and Idealism Together

Gen Z has values to believe in but wants results. In other words, it's more "Make it happen" than "Dream big".

ExportUSA's advice: offer concreteness, be efficient, and keep your promises.

Updated on April 17, 2025

Gen Z USA: How They Spend and What They Choose in 2025

The latest Piper Sandler survey “Taking Stock With Teens” captures the evolution of American Gen Z's purchasing behaviors in 2025. Teen consumers' annual spending has reached $2,388, a number that tells of a generation increasingly autonomous in their consumption choices.

Beauty Trends for American Generation Z

Cosmetics remain a significant category. The real news is the surge in fragrances: 78% of girls and 53% of boys wear them daily, with male annual spending rising from $88 to $127. Sol de Janeiro, Bath & Body Works, and Victoria’s Secret are the preferred brands among girls, while Jean Paul Gaultier tops the list for boys.

The beauty budget for a Gen Z in 2025 is around $374 per year (+10% approximately). Sephora is the most loved store, followed by Ulta, while the leading brand at the moment remains e.l.f. Cosmetics, ahead of Rare Beauty and Charlotte Tilbury.

USA Fashion: Nike vs UGG

While maintaining its leadership in footwear, Nike is losing ground among girls, falling below 40% preference for the first time since 2020. The new trend is UGG, the most mentioned fashion brand among “upper-income girls,” which has even surpassed Lululemon, the dominant brand since 2018. The Stanley Cup is now in second place among the trends in decline indicated by high-income Gen Zers. Crocs also show signs of decline: 12% of boys and 6% of girls say so.

Eating According to Gen Z

Chick-fil-A has been the favorite restaurant of American teenagers for the seventh consecutive year. Soft drinks are the most popular beverages, and Dr Pepper has surpassed Coca-Cola.

Social Media Usage Among Young American Consumers

87% of teens spend most of their time on Instagram, followed by TikTok (79%) and Snapchat (72%). And almost all have an iPhone (88%). It's interesting to note how Gen Z parents change habits: the share of those shopping only at Walmart grows, while the Target exclusivists decrease. This detail reflects Walmart's growing appeal among teenagers, driven by viral trends on TikTok.

Updated on October 22, 2024

U.S. Gen Z Spending Shows Good Resilience Despite Economic Concerns

Piper Sandler’s semi-annual report “Taking Stock with Teens” revealed that, despite 67% of American teenagers believing the economy is worsening, their reported spending increased by 6% over 2023, reaching $2,361.

The main spending categories for girls are:

• Clothing (27%);
• Food (20%);
• Personal care products (14%).

Boys prioritize food spending (23%), and for the first time, fragrance has entered the top 10 most popular purchasing trends for American Gen Z, ranking second this fall.

Nike continues to dominate the clothing and footwear category among consumers of both genders, although brand loyalty among high-income teenagers has decreased by 11%.

The Beauty sector remains a priority for Generation Z, who spent $342 on cosmetic products this year: fragrances are the fastest-growing segment (+25% over 2023), and Elf Beauty maintains its market leader position. On the social media side, TikTok remains the main application used by American teenagers.

Most Loved Brands by U.S. Gen Z: Beauty Sector

Cosmetics

1. E.l.f. (35%)
2. Rare Beauty (10%)
3. Maybelline (7%)

Skincare

1. CeraVe (33%)
2. The Ordinary (10%)
3. La Roche-Posay (8%)

Fragrances

1. Bath & Body Works (24%)
2. Sol de Janeiro (19%)
3. Victoria’s Secret (10%)

Haircare Products

1. Amika (7%)
2. Not Your Mother’s (7%)
3. Mielle (6%)

Beauty Shopping Destinations

1. Sephora (36%)
2. Ulta (27%)
3. Target (13%)

Most Loved Brands by U.S. Gen Z: Clothing and Footwear

E-commerce Sites

1. Amazon (52%)
2. SHEIN (8%)
3. Nike (6%)

Clothing

1. Nike (33%)
2. American Eagle (5%)
3. lululemon (5%)

Footwear

1. Nike (57%)
2. Adidas (9%)
3. Converse (7%) 

Bags

1. Coach (25%)
2. Louis Vuitton (8%)
3. lululemon (7%)

Most Loved Brands by U.S. Gen Z: Food Sector

Restaurant Chains

1. Chick-fil-A (17%)
2. McDonald’s (11%)
3. Chipotle (11%)

Snacks

1. Goldfish (12%)
2. Lays (11%)
3. Cheez-It (9%)

Energy drinks

1. Monster (26%)
2. RedBull (25%)
3. Celsius (15%)

Originally published on April 14, 2022

The Spending of Young American Consumers Grows Steadily and Continually

There is data supporting the recovery of the American economy. Despite widespread concerns about the economy's performance and the severe blow dealt by the pandemic, Gen Z Americans have resumed spending in many sectors of the U.S. market. In 2020, the per capita spending of young U.S. consumers, amounting to $2,150, had dropped by 9% compared to 2019. A recent survey, however, found that the spending of this demographic is growing steadily:

• The per capita spending of Gen Z consumers in America is $2,367 per year;
• The purchasing power of American Gen Z is $66 billion;
• Total teenage spending in the United States recorded a +10% increase compared to 2021.

It's worth noting that the growth in Gen Z's purchasing power occurred despite the fourth wave of Covid in the United States in December 2021.

What Categories Do Gen Z Consumers in America Buy: The Most Frequent Spending Items

American Gen Z Fills Restaurants Based on a Resurgent Consumption Behavior

Food and clothing have returned to being priorities among American teenagers.

• The increase in clothing purchases was +8% for men and +15% for women;
• Spending in restaurants occupies 22% of the budget of high-income Gen Z, indicating that food holds an indispensable place in young American consumers' spending.

The purchase drivers for American Gen Z in the Clothing category are (in order of importance):

1. quality,
2. price,
3. brand,
4. current trend, and
5. sustainability.

Based on these factors, the most successful fashion brands in the United States are Lululemon, Nike, and Jordan. Regarding restaurant spending, Gen Z's consumption remains below pre-Covid levels, but their growth suggests that the pandemic has given a strong boost to American consumers' desire to eat out. The domestic consumption of plant-based foods has slightly decreased (-4%): although 14% of Gen Z consumers interviewed continue to purchase this category, plant-based foods remain a niche market in the USA.

Social Media Use in the USA: TikTok Confirms as One of the Main Platforms to Reach Gen Z Consumers

To Sell in the United States to Generation Z, Brands Must Be on TikTok

In America, TikTok is the preferred social media by younger consumers and is used by 80% of American Gen Z. What makes TikTok such a special social is its welcoming nature towards all identities, and it is no surprise that Gen Z fuels the growth of personalized products and innovative brands. In short, the shift in social media consumption preferences changes how companies will need to act to sell in the USA. Even the most successful brands will be forced to find creative ways to capture the attention of this consumer target, which is so attentive to the expression of individuality and its respect.

Trends of American Gen Z Consumers and Implications for Investments in the United States

Insights into Gen Z's Consumption Patterns Are a Strategic Tool for Tomorrow's Leading Companies in the American Market

Before making an investment in the United States, it is very important to know the people you will be dealing with. This is especially true for those looking to create a business aimed at the consumption of younger American generations, first and foremost, Generation Z. The reason is simple and the stakes are high: having the necessary knowledge to sell to Gen Z in the USA can not only make a difference during the first months of activity but can create a great competitive advantage in the simplest way, turning today's consumers into tomorrow's loyal customers.

The data reported were originally published in the forty-third semi-annual survey “Taking Stock with Teens” by Piper Sandler.