More than half of Gen Z consumers prefer going in-store for the shopping experience rather than buying something instantly online, according to new research from Snapchat and Portas.
The research, released on 3 June 2026 and developed in partnership with YouGov, surveyed more than 2,000 Gen Z consumers. It has been published in a new report, The Memento Generation, which explores how younger shoppers are building identity and social currency through real-world experiences, shared moments and memories.
The findings challenge the stereotype that Gen Z is an online-only generation driven primarily by speed and convenience. Instead, the research from Snapchat and Portas suggests that Gen Z sees shopping as both practical and emotional: a way to discover new things, spend time with friends, create memories and feel part of something.
According to the research, 83% of Gen Z consumers say their shopping approach depends on the situation, with some occasions calling for efficiency and others for exploration and discovery. While 75% say getting what they want quickly and easily matters most when shopping, the findings indicate that emotional and social factors continue to influence behaviour.
The report found that 51% prefer going in-store for the experience over buying something instantly online, while 41% say they most enjoy shopping in-store with friends or family. Nearly six in 10, or 59%, say they shop at least sometimes primarily to spend time with others rather than to buy something.
Shopping Decisions Move Into Private Conversations
Shopping decisions are also being shaped by private conversations. The research found that 83% send photos or videos of products they are considering buying to friends or family before purchasing, while 47% have bought something after sharing it in a group chat and receiving a positive response. In addition, 42% say spending time with friends or family motivates them to visit physical stores.
The findings suggest that Gen Z’s shopping journeys increasingly take place within close social circles, where recommendations are trusted and purchasing decisions are made collaboratively. Rather than broadcasting purchases publicly, the research points to the role of private chats and friendship groups in validating choices and turning shopping into a shared experience.
Physical Retail Remains Central
Physical retail remains central to this behaviour. The study found that 75% visit stores to see products in real life or try them on, while 71% value being able to see, touch and try products in-store. In addition, 58% enjoy taking time to discover new things while shopping, and 63% said they have purchased something mainly because of the experience around it.
The research also challenges assumptions around instant gratification. More than half of Gen Z, or 61%, said they would queue for more than 15 minutes for something they really wanted, with some saying the effort of waiting increased the emotional value of the experience.
For Snapchat and Portas, the findings indicate that anticipation, effort and shared experiences can become part of the memory attached to shopping, shifting the role of retail from a transaction to a story or moment worth sharing.
“Gen Z has grown up in an on-demand world, so convenience is expected. But our research shows something deeper is happening culturally. This generation is increasingly building identity and connection through shared experiences, moments and memories rooted in the real world. Shopping is becoming less about accumulation and more about meaning, discovery and social connection.
Rachel Levy, Head of Retail, Lifestyle and CPG at Snap UK
“What’s particularly interesting is where these conversations are happening. Gen Z shopping journeys are increasingly driven by close friendships, messaging and trusted recommendations rather than public posting. Platforms like Snapchat naturally sit at the centre of those private conversations, helping people discover, validate and share moments together.
“This is what we call The Memento Generation: a generation creating social currency not through ownership or performance, but through shared moments, memories and experiences that feel real.”
“For years, people have lazily written off Gen Z as a generation obsessed with screens, speed and instant gratification. This research proves something far more hopeful and human. Young people are craving real-world experiences, connection with friends and moments that make them feel something. They want stories they can tell, memories they can collect and experiences that become part of who they are.
Mary Portas OBE, Broadcaster, author, activist & founder of Portas Agency
“What we’re seeing is The Memento Economy. It’s not about owning more stuff but about the meaning attached to the moment. Retailers who understand this have an extraordinary opportunity right now. Making things cheaper, faster and more convenient will only get brands so far. The future belongs to the brands, retailers and high streets that create memories worth sharing and experiences worth leaving the house for.”
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