Gen Z are set to dominate fashion shopping this summer, according to new research by eBay Advertising. More than three‑quarters (77 per cent) of 18‑to-24‑year‑olds say they plan to shop for clothes or accessories this summer, compared with just over half (53 per cent) of UK consumers overall.
Two‑thirds (66 per cent) of Gen Z consumers surveyed already refresh their wardrobe at least monthly – versus 43 per cent of the wider population – and nearly one in five of Gen Z (19 per cent) shop every week, showing a high-frequency shopping pattern that fuels a substantial opportunity for brands and sellers.
Crucially, Gen Z plans to do the bulk of their shopping on online marketplaces. The study finds marketplaces are the top choice for both Gen Z (38 per cent) and Millennials (40 per cent), ahead of high‑street stores, brand websites, department stores and social platforms. With 30 per cent of Gen Z naming summer their favourite time to refresh their wardrobe, the season offers brands and sellers a runway moment to capture high‑intent shoppers in the places they already prefer to browse.
Although Gen Z shop frequently, they remain discerning. Gen Z shoppers are cost-conscious, but not at the expense of quality. Nearly half (46 per cent) prioritise affordability when shopping for fashion, while an equal share (46 per cent) place just as much importance on high quality materials.
This balance extends into sustainability, with nearly six in ten (59 per cent) Gen Z consumers either actively buying pre‑loved fashion (22 per cent) or open to it (37 per cent), driven in part by environmental concerns. For sellers listing second hand stock, quick wins include providing clearer product descriptions (25 per cent) and sharper imagery (19 per cent); shoppers want to understand the condition and details before buying, making transparency and attractiveness key to tapping the growing market.
Advertising is central to conversion this summer, especially for younger shoppers. Four in ten (40 per cent) UK consumers say online ads influence what they purchase, but that figure soars to 64 per cent among Gen Z and 58 per cent among Millennials. When it comes to fashion ads on marketplaces, Brits prioritise price and promotion (42 per cent), product quality and description (32 per cent) and seller trust (27 per cent). These insights highlight key areas for sellers to focus their advertising strategies.
With eBay Advertising solutions like Promoted Listings and Promoted Offsite, sellers can align their campaigns with the moments that matter – and convert discovery into purchase.
Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay, commented: “Gen Z are leading the charge this summer, and online marketplaces are their shop floor of choice. By combining great deals with high‑quality, transparent listings, and placing ads where they’ll have the most impact, sellers have a real opportunity to convert inspiration into action.
eBay Advertising gives brands and sellers the data‑driven tools to stay visible at the moments that matter – and turn browsing into buying.”
Share