Connect with us


Gen Z Goes Big on Black Friday

Younger consumers treat major shopping day as a social event.




iStock, Wiphop Sathawirawong
iStock, Wiphop Sathawirawong

At least one group of shoppers has been happily hitting the malls this holiday season, seemingly oblvious to inflation eating into their discretionary dollars, CNN Business reports. The group in question is Gen Z (those born from the mid-to-late 1990s through the early 2010s).

“One standout this Black Friday was the high turnout of Gen Z in stores,” NPD apparel industry analyst Kristen Classi-Zummo told CNN. “Younger consumers flooded the mall, treating Black Friday as a social event. They came early, they came with friends, and they came to shop.”

Mall operator PREIT, which owns 18 shopping centers mainly on the East Coast, seconded that view.

“Over Black Friday weekend, we saw shoppers of all ages but certainly saw a strong showing from a youthful crowd and some of our strongest anecdotal sales reports came from top Gen Z brands and fashion department stores,” PREIT CEO Joe Coradino told CNN Business.

The National Retail Federation estimates that more than 123 million people visited brick-and-mortar stores over the Black Friday and holiday weekend, up a strong 17 percent from 2021, while the number of online shoppers grew at a much slower 2 percent pace, to 130.2 million.

For the full CNN Business report, click here.


Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at



Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

Promoted Headlines

Most Popular