Much of What You Thought You Knew About Gen Z's Shopping Habits Is Probably Wrong

They’re willing to delay gratification, and they dig the mall, too.

For retailers who’ve been racking their brains in recent years over how to target millennials, here’s a bit of unsettling news: Gen Z is coming right on their heels. Not only that but, the prevailing wisdom goes, these newly minted consumers (now 23 and younger) want everything right away.

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