British youngsters to shop till they drop this summer

Gen Z might not be wealthiest cohort on the planet but they are set to dominate fashion shopping this summer, with more than three‑quarters (77%) of 18‑to-24‑year‑olds planning to shop for clothes or accessories in the next few weeks, compared with just over half (53%) of UK consumers overall.

According to new research by eBay Advertising, two‑thirds (66%) of Gen Z consumers already refresh their wardrobe at least monthly – compared to 43% of the wider population – and nearly one in five of Gen Z (19%) shop every week, showing a high-frequency shopping pattern that fuels a substantial opportunity for brands and sellers.

Quite where they are getting the money from is anyone’s guess but Gen Z consumers do plan to do the bulk of their shopping on online marketplaces.

The study finds marketplaces are the top choice for both Gen Z (38%) and Millennials (40%), ahead of high‑street stores, brand websites, department stores and social platforms.

With 30% 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, the study insists

Although Gen Z shop frequently, they remain discerning, being cost-conscious, but not at the expense of quality. Nearly half (46%) prioritise affordability when shopping for fashion, while a similar proportion (46%) place just as much importance on high quality materials.

This balance extends into sustainability, with nearly six in ten (59%) Gen Z consumers either actively buying pre‑loved fashion (22%) or open to it (37%), driven in part by environmental concerns.

For sellers listing secondhand stock, quick wins include providing clearer product descriptions (25%) and sharper imagery (19%); shoppers want to understand the condition and details before buying, making transparency and attractiveness key to tapping the growing market.

Perhaps unsurprisingly, the report maintains that advertising is central to conversion this summer, especially for younger shoppers.

Four in ten (40%) UK consumers say online ads influence what they purchase, but that figure soars to 64% among Gen Z and 58% for Millennials.

When it comes to fashion ads on marketplaces, Brits prioritise price and promotion (42%), product quality and description (32%) and seller trust (27%). These insights highlight key areas for sellers to focus their advertising strategies.

eBay senior director of enterprise seller development and brands Billy Mills commented: “Gen Z are leading the charge this summer, and online marketplaces are their shopfloor 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.”