Power-Up Season Hub

Power-up your performance this peak shopping season

‍

Black Friday, Cyber Monday & Festive: Gen Z is ready to spend big. Are you in their basket?

‍

From self-gifting to last-minute holiday buys, Power-Up Season is Gen Z’s biggest spending moment of the year. Now’s your chance to meet them where they scroll, speak their language, and win their loyalty.

Want to cut through the noise and secure your share of student spend?
Let’s make it happen.

Chat to a Gen Z expert

39%

of students say they know exactly what they want to buy and will hunt down the best deal

21%

of students feel pressure to shop early in case stock runs out in this period

37%

of students are getting gift ideas from content creators

44%

of students will choose what to buy based on the discounts available to them during the power-up season

43%

of students USE SOCIAL MEDIA AS DISCOUNT CODE HUNTERS

27%

of students follow dedicated deal-finder accounts on social media

62%

say competitions make them more likely to shop

58%

of students are more likely to engage with a brand offering rewards or gamified experienceS

Online or in-store? Both.

Gen Z is shopping on their terms — and they’re not afraid to switch it up.
‍

61% prefer to shop online because:
- 59% say it’s more convenient
- 43% find it easier to compare prices
- 34% want to avoid in-store pressure

‍

39% will shop in-store because:
- 51% want to try things on
- 51% want instant access, no delivery waits
- 45% love the store vibe

The power of social

Scroll, click, buy. Gen Z’s shopping journey starts on their feeds.

Where Gen Z gets inspired:

68% TikTok
64% Instagram
47% YouTube

From product hauls to discount codes, creators are driving the trends.
If you’re not showing up on their social feeds, you’re missing out.

Ready to activate the creator economy? Our content partners can help.

‍

‍

What drives Gen Z?

They know what they want. And how to get it.

‍Here’s how they decide where to shop:

% off discounts
Free shipping
Exclusive student deals

‍

And here's what gets them to convert:

Student discounts
Recommendations from friends or family
Social media ads

‍

Resources

Every asset. Every stat. All in one place.

Whether you’re building brand awareness or looking to drive last-minute conversions during the Power-up Season — we’ve got you covered.

‍

Three friends dancing joyfully at a Christmas 2024 celebration. A woman in a sparkly black dress wears festive glasses, a man in a blazer sports a Santa hat, and a young woman in a glittery gold dress smiles beside them. A decorated Christmas tree and large golden balloons create a festive backdrop.

Youth marketing

8 ways you can have your most successful festive season ever

Our quick tips to help you boost your brand's marketing efforts, empowering you to have your most successful festive season yet.

November 12, 2024

festive

Customer acquisition and CRO

How to Win Over Gen Z This Christmas With Verified Student Discounts

Discover how affiliate marketers can connect with Gen Z through student verification, gamification, and omnichannel strategies this festive season.

November 15, 2024

Close up image of red baubles on a Christmas tree

Customer acquisition and CRO

Gen Z’s Holiday Spending Habits Revealed

Want a bigger slice of Gen Z’s holiday spend? We've got all the data you need.

Alexandra Haider

A group of Gen Zers are laughing and celebrating at a Christmas party.

Culture and trends

Gen Z’s shopping habits this festive season

Discover how inflation, FOMO, and unique IRL experiences will shape Gen Z’s festive shopping this season.

Alexandra Haider

November 5, 2023

black friday spending gen z

Youth marketing

The best Black Friday campaigns from 2024

Brands will already be looking to get ahead for a successful Black Friday and Cyber Monday spending period. Here's what you need to know.

Alexandra Haider

A colorful outdoor Christmas setup with sparkling blue and red lights, inflatable holiday characters, and a glowing tree seen through a window. The cheerful scene brings nostalgia with its classic holiday charm.

Culture and trends

Why Christmas nostalgia is fuelling Gen Z’s holiday season

Nostalgia is the leading sentiment for the 2023 festive season, but why is this and how can brands incorporate this into their marketing?

A group of young people look into the distance and laugh.

Customer acquisition and CRO

Optimize your student discount in time for Black Friday

Ready to capture Gen Z spend this Black Friday? Of course you are – and if you're looking for the best ways to do so, we've got you covered.

Alexandra Haider

Group of young people in colourful outfits having fun and laughing.

Customer acquisition and CRO

7 reasons why your brand should offer a student discount

Not sure if offering a student discount is the right choice for your brand? This list should settle the debate, once and for all.

Alexandra Haider

Image still of the Christmas film, Elf

Culture and trends

Why Gen Z loves Christmas: Nostalgia, films and campaigns

As we head into the Christmas season, it's clear the 90's and early 00's will have a huge influence over what's hot. Here's everything you need to know.

December 6, 2022

gen z loyalty cool

Youth marketing

Trust & trends: the secret to winning Gen Z loyalty

Alexandra Haider

October 18, 2024

A young woman in a fur coat holding a sparkler, smiling at the camera.

Youth marketing

Festive 2025: UK spending retro

An infographic looking at Gen Z's spending habits last Christmas and exploring how brands can use this to supercharge the festive season this year.

A young woman in a red jacket and a white hat, smiling at Christmas market with her eyes closed

Youth marketing

Festive 2025: US spending retro

An infographic looking at US student spending over Christmas 2023 and sharing tips and strategies ahead of the 2024 festive season.

A Gen Z woman browsing in a grocery store aisle.

Youth marketing

US Black Friday and Cyber Monday: Spending retro

Infographic looking at US student spending habits from the 2024 BFCM season and looking ahead to Black Friday 2025.

A stylish Gen Z woman in a black dress and hat, posing confidently in front of a wall.

Youth marketing

Black Friday and Cyber Monday 2025: Spending retro

Infographic looking back at 2024 spending data and sharing key tips and tricks ahead of Black Friday and Cyber Monday 2025.

Shopping mall late at night with bright lights.

Customer acquisition and CRO

Powering Peak Season Performance with Gen Z

Plan early. Launch smart. Win big. From campaign briefing to creative rollouts, we've got your full funnel covered during the Q4 Power-up Season.

You're in good company

3,500+

global brands
trust Pion