Is Gen Z's Appetite for Shopping Real as 2026 Begins?

According to a concise breakdown of Lightspeed Commerce survey data presented by Chain Store Age's Zachary Russell, Gen Z shoppers in North America remain unfazed by macroeconomic turbulence, a spendy 2025 holiday season, and a challenging job market: They're reading to spend this January and February, leading a pack of other motivated consumers in the same vein.

First, there appears to be a stark divide between the shopping intentions put forth by younger shoppers and those more mature in age. Almost half (49%) of consumers aged 18-24 indicated that they were definitely increasing their shopping in the first two months of 2026, saying they were more likely to shop now than previously. Just 11% of respondents aged 55-plus indicated the same.

As a whole, an overwhelming majority (94%) of the youngest age bracket polled stated intent to either maintain their shopping schedule, or increase it, this January and February. Nearly three-quarters (or 70%) of the 55-plus demographic said as much.

Gen Z Leading the Way in Post-Holiday Shopping Intent, Data Suggests

On the top-level results, as Russell wrote: "Nearly three-quarters (74%) of consumers say they are just as likely or more likely to shop compared with other times of year, according to a new survey from Lightspeed Commerce. Half (51%) of those surveyed say their shopping behavior stays about the same, while 23% say they are more likely to shop during the beginning of the year. "

Regarding the opposing side, just over a quarter (26%) stated that they're less likely to shop during the first two months of this year, with a mere 7% declaring that they are far less likely to continue the same spending patterns they had previously.

Other notable findings within the Lightspeed data included:

• Gen Z consumers told interviewers that a "reset mentality" was the driving force behind this January-February spending. Not quite two-thirds (61%) of those polled said they'd be zeroed in on fitness, wellness, and health category purchases. This figure is more than double that of the general survey population who said the same (28%). Second the podium with younger shoppers? A fashion update, with clothes and wardrobe purchase being top of mind for 52% of those aged 18-24.
• The demise of the New Year's resolution may have been premature, at least among zoomers: About half (48%) of younger consumers admitted to having made a New Year's resolution around shopping. About 44% made one pertaining to their spending (more specifically, that it would be conducted with greater intention), while just over one-third (38%) suggested that spending around tangential resolutions was in order. Health and fitness, education and learning, or starting a new hobby were the top picks on the latter score.