Gen Z's Black Friday Hunt: What Marketers Need To Know

Gen Z is ready to spend. Are you ready to capitalise?

Black Friday used to be pretty straightforward. Add discounts at the front of your store and let the people fight over the products for a day. But for Gen Z, Black Friday isn't just a sale day now; it's practically a whole season. They go hunting across the depths of the internet (the way around which they know better than you) for the best deals and offers.

So, it's not as easy as just slapping a -20% online sticker on a product anymore. But don't worry, that's why we're here.

At Pion, we dive deep into what makes Gen Z tick for brands like Adidas, Prime Video and Samsung, and our latest Youth Spend Report: Cyber & Festive Edition explores how this generation approaches the holiday shopping madness.

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It's a Marathon, Not a Sprint: The Deal Hunt Starts Early

Forget last-minute panic buying. Gen Z is out here scouting deals weeks, sometimes an entire month, before Black Friday even hits.

Our research found that:

• Nearly 40% of Gen Z shoppers are in "reconnaissance mode" a full month before the holiday season.
• Between 15% and 18% of young shoppers actually believe the best deals happen before Black Friday itself.

This is why we're discussing Black Friday in July. Get your strategies warmed up, test those early bird offers, and don't treat Black Friday and Cyber Monday as interchangeable – especially if you're targeting the UK market, where Black Friday is seen as the main event.

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Digital Dominance: Don't Forget About App Optimization

Gen Z aren't called Digital Natives for no reason – they prefer to browse and shop online. 60% of Gen Z spendings happen digitally.

The best in-store experiences can't compete with the comfort of browsing several brand websites, app and social media platforms in the comfort of PJs.

But there's an "app gap" between the US and UK. UK students are more likely to buy through brand apps than their US counterparts (21% vs 14%).

So, while everyone's fretting about website optimization, remember that your app experience, particularly for the UK market, is absolutely critical. Smooth, slick, mobile-first experiences are non-negotiable.

Make it easy for them to compare prices and read reviews. A good discount is tempting, but a good review may just seal the deal for young people.

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Social is Their Shopping Oracle (But It's Complicated)

Pinterest may be the inspiration platform, but TikTok and Instagram are still Gen Z's go-to spots for shopping inspiration:

• Female students are twice as likely to get ideas from TikTok.
• Male students actually turn to YouTube, their #1 platform for inspo in the US.

But it's not just about scrolling through outfit pictures and unboxing videos:

• ‍43% of Gen Z use social platforms to hunt for discount codes.
• In the US, 37% of students are looking to creators for gift ideas.

Your social strategy needs to be as nuanced as Gen Z's search for inspiration. Tailor your messaging to each platform, leverage creators that align with your brand values and whose community fits your brand, and make your offers and promo codes easy to find.

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The Deal-Hunting Mission and Payment Flexibility

Black Friday and Cyber Monday are huge and crucial opportunities for brands to leverage this year.

Why? 61% of US and 58% of UK students plan to search even harder for discounts this year. And for reference, last year they were compiling lists of brands to look out for weeks before Black Friday.

"Percent-off" and "free shipping" are still magic words for students.

But it goes further than that: a deal isn't a good one without payment flexibility. Our report highlights that Buy Now, Pay Later is a standout, especially for UK male students. So, if you're not offering diverse payment options, you're losing out.

Consider early promotions that encourage saving or budgeting in advance; it helps Gen Z feel more in control.

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The Bottom Line: Be Real, Be Ready

The Cyber & Festive season isn't just about sales, it's about connecting with a generation that's both price-conscious and sophisticated.

Students authenticity, convenience, and meaningful purchases. This isn't just about fleeting trends; it's about understanding the core motivations of your future lifetime customers.

So, marketers, it’s time to meet Gen Z where they are – digital-first, social-savvy, deal-hungry, and always, always looking for brands that get them.

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