---
title: How to Unlock Gen Z Spending Power
description: Insights on Gen Z shopping habits and key characteristics to help brands optimize marketing strategies through content creators.
---

[Latest Insights ](https://onbrand.shopltk.com)

# [How to Unlock Gen Z Spending Power](https://onbrand.shopltk.com/genz-shopping-insights)

 Written by [Team LTK](https://onbrand.shopltk.com/author/team-ltk) | Jan 7, 2025

Gen Z has emerged as a powerful and unique group of consumers. In 2025, it will need to be a staple in your marketing plan to really future-proof your strategy. And with the current economy, budgets need to be spent more wisely than ever.

 

 

[LTK recently conducted two studies](https://company.shopltk.com/genz-shopper-study) to better understand Gen Z shopping habits and key characteristics to help brands make more informed decisions. Below are some of the key findings:

**Economic Impact  
**Gen Z is the least impacted by inflation and has a more positive financial outlook.

- 86% of Gen Z report their household income has stayed the same or improved versus last year
- 58% are still watching their finances more closely vs. 64% for general population

**Mobile Shopping and Social Channel Usage  
**Gen Z is influenced more than any generation through content on social media.

- Mobile shopping and social channel usage is highest among Gen Z
- Gen Z shops on their phones 12% more than the general population
- 71% of Gen Z shop from influencers - that’s 40% higher than the general population

**  
****Creator Influence  
**Creator is the most trusted digital media for Gen Z

- 90% of Gen Z follow Creators on social channels, with top social networks for following Creators being Tiktok, Instagram and YouTube
- Gen Z trusts Creators more than any other digital placement, outranking social media sponsored ads and celebrity posts
- Creators are a top 3 reason they visit social media

**Video Content  
**Gen Z has shown short-form video is here to stay

- 99% of Gen Z watch video on social media, with top channels being YouTube, TikTok and Instagram
- Gen Z spends the most time consuming social video on Instagram, Facebook, TikTok and YouTube
- On LTK, video campaign content drives a 50% higher engagement rate than static content

Understanding Gen Z consumers can help your business create an optimal strategy for 2025. [Click here to watch](https://company.shopltk.com/genz-shopper-study) LTK’s Gen Z Shopper Whitepaper and check out our [Ultimate Guide to Influencer Marketing for Retail Brands](https://company.shopltk.com/ultimate-guide-influencer-marketing-retail-brands) for even more insights now!

Interested in joining LTK, the #1 Influencer Marketing platform? [*Contact us today*](https://company.shopltk.com/contact-us).

*This post was originally published in November 2022 and updated in January 2025.*

[View full post](https://onbrand.shopltk.com/genz-shopping-insights)

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