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 October 29, 2025

6 Characteristics of American Generation Z

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

1. Gen Z is Growing Up and Making Decisions

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

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

2. They Are Anxious but Ambitious

28% of Gen Z consumers are prone to anxiety, yet they are not afraid to take 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 increased by 46%.

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

4. They Use AI

One-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 is not about isolation; in fact, video games are the new digital meeting place.

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

6. Pragmatism and Idealism Together

Gen Z has values they 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 promises.

Updated 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. The annual spending of teenage consumers has reached $2,388, a number that reflects a generation increasingly autonomous in their consumption choices.

Beauty Trends of American Generation Z

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

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

USA Fashion: Nike vs UGG

Despite maintaining its lead in footwear, Nike is losing ground among girls, dropping below 40% preference for the first time since 2020. The new trend is UGG, the most mentioned fashion brand among "upper-income girls," even surpassing Lululemon, the dominant brand since 2018. Stanley Cups are now second among the trends on the 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 is the favorite restaurant of American teenagers for the seventh consecutive year. Sodas are the most popular drink overall and Dr Pepper has surpassed Coca-Cola.

Social Media Use Among Young American Consumers

87% of teenagers spend most of their time on Instagram, followed by TikTok (79%) and Snapchat (72%). And almost everyone has an iPhone (88%). It's interesting to note how Gen Z parents are changing habits: the share of those shopping only at Walmart is growing, while that of Target exclusivists is falling. A detail that reflects Walmart's growing appeal among teenagers, driven by viral trends on TikTok.

Updated 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% compared to 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, perfume has entered the top 10 most popular purchase trends among American Gen Z, rising to second place this fall.

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

The Beauty sector remains a priority for Generation Z, with this year's spending on cosmetics reaching $342: perfumes are the fastest-growing segment (+25% over 2023) and Elf Beauty maintains its position as the market leader. On the social side, TikTok is confirmed as the main app 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

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%)

Article originally published April 14, 2022

Spending by Young American Consumers Is Growing Steadily

There is data supporting the recovery of the American economy. Despite widespread concerns about the economy's direction and the hard hit from 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, at $2,150, was down 9% from 2019. A recent survey, however, found that spending in this demographic is growing steadily:

• 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 spending by teenagers in the United States has increased by 10% compared to 2021.

It should be noted that the increase in Gen Z's purchasing power occurred despite the fourth wave of Covid in the United States in December 2021.

Categories Purchased by Gen Z Consumers in America: Most Frequent Spending Items

American Gen Z Fills Restaurants Based on a Resurgent Consumption Behavior

Food and clothing are once again priorities among American teenagers.

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

The purchasing 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 spending in restaurants, Gen Z's consumption is still below pre-Covid levels, but their growth suggests that the pandemic has given a strong push to American consumers' desire to dine out. Domestic consumption of plant-based foods has slightly decreased (-4%): although 14% of surveyed Gen Z consumers 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 to Generation Z in the United States, Brand Presence on TikTok is Mandatory

In America, TikTok is the preferred social media of younger consumers and is used by 80% of American Gen Z. What makes TikTok so special is its acceptance of 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 must act to sell in the USA. Even the most successful brands will have to find creative ways to capture the attention of this consumer target, which is so attentive to individual expression 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, especially 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 business but can create a great competitive advantage in the simplest way, making today's consumers the loyal customers of tomorrow.

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