The data: Gen Z fashion shoppers are twice as likely as the general population to make impulse purchases based on influencer recommendations. Twenty-two percent of 18- to 24-year-olds have made social media or influencer-driven impulse buys, versus 11% overall, according to ACI Worldwide’s Fashion Consumer Trends Report.

Behind the numbers: Gen Z’s receptiveness to social media recommendations helps explain the rise of TikTok Shop, which capitalizes on users’ desire to emulate their favorite influencers or act quickly on a creator suggestion. But TikTok is not the only platform to benefit from this trend: Around three-quarters of Gen Z adults were influenced to make a purchase by creator content on YouTube, more than the roughly 70% who made a purchase on TikTok, according to a March Skai report.

While Gen Zers are more likely to make purchases based on influencer recommendations, social media is not their preferred channel for product discovery in most leading categories. Shopping websites and apps are the cohort’s primary channel for apparel discovery, while physical stores are more important for discovering shoes and accessories, according to our latest Path to Purchase survey. Physical stores are also a larger source of impulse purchases than influencer recommendations, with 36% of Gen Zers making an impulse buy when browsing in-store.

Implications for retail: Social media may not be Gen Z’s primary channel for discovery, but it does play an important role in guiding those consumers’ purchases. Gen Z adults are not only more inclined to make impulse purchases off of influencer recommendations, but they are also much more likely than the general population to turn to social media for brand or product research.

To improve the chances of conversion among Gen Zers, brands and retailers need to ensure their social media strategy encompasses both educational content that explains product attributes and benefits and engaging creator content that gets users’ attention and helps shorten the path to purchase.

Go further: Read our Gen Z Path to Purchase 2026 report.

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