Americans between the ages of 18 and 29, a majority of which are Gen Z, have already gotten a jump on their holiday shopping, according to a recent Shopify-Gallup Survey. And almost half, 48%, say they will do at least some of their year-end buying on social media platforms like TikTok or Instagram. For brands attempting to capture the Gen Z customer, a compelling social media presence is key. About 86% of Gen Z shoppers say social media sways their buying decisions, according to a report by ICSC. For Gen Z, a product is cool because the right person — usually one who came across their TikTok feed — has it.

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Persons: Savannah Wei Shi, Shi Organizations: Gallup Survey, ICSC, Shoppers, Santa Clara University Locations: Instagram, Young, Savannah