Gen Z outspending older generations on fitness, home goods

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Fitness is the fastest growing Gen Z spending category, at +37% YoY. All other shoppers’ spending on Fitness grew 6% YoY during the same period, a difference of 31 points. Gen Z Home spending also far outpaces other generations, outperforming by 27 points. It is a bright spot for the Home category as broader spending is falling and foot traffic to home furnishings stores is below pre-pandemic levels. The strength in Home spending among Gen Z makes sense as many are moving out of their parents homes into dorms and first homes of their own.

Events & Attractions, including event Booking Platforms, Casinos, Movie Theaters, Stadiums & Arenas, and Theme Parks is the third most outperforming category compared to other shoppers. This is consistent with polling that indicates that Gen Z is more focused on spending on experiences like Fitness and Events than other generations. 

Gen Z’s spending growth most closely matches the rest of the general population in terms of Home Entertainment, Apparel & Accessories, and Restaurant growth.

Download the full report: Quantifying Gen Z Spending with Earnest Credit Card Transaction Data.