Get the latest market trends in your inbox

Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Denver news in your inbox

Catch up on the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Des Moines news in your inbox

Catch up on the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Minneapolis-St. Paul news in your inbox

Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tampa-St. Petersburg news in your inbox

Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Shoppers carry bags as they cross a pedestrian walkway near Macy's in Herald Square, in New York. Photo: Bebeto Matthews / AP

As brick and mortar stores struggle to stay afloat in the age of online shopping, the habits of the next generation of shoppers, Gen Z, will be key to determining their survival. So Adyen, a global payments processor, conducted a survey to find out what they're looking for when they shop.

The big picture: Gen Zers have grown up almost entirely in the digital age — they're currently 22 and under — and 75% say they spend their spare time online, with much of that time spent on mobile. That not only makes a store's online presence essential, it changes what younger customers are looking for in-store.

New expectations
  • Only 7% of Gen Zers want sales associates to help them in-store.
  • 54% have ordered items online and then picked up those items in-store, and 33% expect stores to have that option.
  • 39% want to pick up items in-store, have the store automatically charge their account, and walk out. However, Gen Zers still rank paying at a register with an associate as the number one preferred checkout method.
  • 66% would visit a store more often if they could check item availability beforehand.
  • 44% want virtual reality or augmented reality (to see how a dress fits, for example) to be incorporated in their retail shopping experiences in the next 12 months.
Personal experiences
  • Axios spoke to some Gen Zers about their shopping experiences — due to their age, we are keeping their last names confidential.
  • About half of Gen Zers expect products to be eco-friendly and socially responsible, as well as high-quality, per the survey.
  • 41% say they've been influenced by ads on Facebook, 30% for YouTube and 26% for Instagram, according to Adyen.
  • Kerri, 20, told Axios that for her, "personal interactions with brands" matter more than ads, or seeing the products in person.
  • Kerri said she likes seeing a cashier because it makes the experience more personal, but Maia, 15, said she'd prefer "just walk out" stores: "Having a cashier makes the whole affair clunkier."
  • One key quote, from Maia: "I feel like we're accustomed to technology taking big leaps."

Go deeper

Dion Rabouin, author of Markets
Updated 3 hours ago - Economy & Business

Our make-believe economy is here to stay

Illustration: Eniola Odetunde/Axios

The Federal Reserve and global central banks are remaking the world's economy in an effort to save it, but have created something of a monster.

Why it matters: The Fed-driven economy relies on the creation of trillions of dollars — literally out of thin air — that are used to purchase bonds and push money into a pandemic-ravaged economy that has long been dependent on free cash and is only growing more addicted.

Mike Allen, author of AM
4 hours ago - Politics & Policy

Why Trump may still fire Barr

Photo: Jabin Botsford/The Washington Post via Getty Images

Attorney General Barr may be fired or resign, as President Trump seethes about Barr's statement this week that no widespread voter fraud has been found.

Behind the scenes: A source familiar with the president's thinking tells Axios that Trump remains frustrated with what he sees as the lack of a vigorous investigation into his election conspiracy theories.

Mike Allen, author of AM
4 hours ago - World

Scoop: Trump's spy chief plans dire China warning

Xi Jinping reviews troops during a military parade in Beijing last year. Photo: Thomas Peter/Reuters

Director of National Intelligence John Ratcliffe on Thursday will publicly warn that China's threat to the U.S. is a defining issue of our time, a senior administration official tells Axios.

Why it matters: It's exceedingly rare for the head of the U.S. intelligence community to make public accusations about a rival power.