Selling to Generation Z

Want to know about selling to Generation Z?

In June, Etsy announced it had bought second hand clothing site Depop. Similar to Poshmark and Threadless, Depop is targeted to Gen Z, the next generation of online buyers. In fact, 90 percent of Depop users are under the age of 26.

So why did Etsy do this? Because they know how big a market Gen Z is, and how vintage, second hand, repurposed, upcycled, sustainable and eco-friendly products are the types of products they want to buy.

Therefore, if your business wishes to appeal to the GenZ buyer, you might need to rethink your product line.

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Want is Gen Z Age Range?

Born between 1997 and 2010, they are currently between 11 and 24 years old (68 million in the U.S.)
They make up 20% of the population.
They spend US$143 billion a year.
They spend over 8 hours a day online.
47 percent of Gen Zers following brands on Instagram in 2020 purchased something directly through the platform.

Gen Z seems to be the generation most concerned about environmental impact. They seem less interested in buying brand new clothes or other products as it seems wasteful and harmful to the environment.

Repurposed fashion featuring a dress made from vintage clothing.

Clothing brands such as Asos and Urban Outfitters recognized Gen Z’s interest in second hand, repurposed and vintage clothing a few years back, and started their own lines featuring upcycled fashions.

Gen Z and the Home Decor Market

At 24 years old at the most, Gen Z’s are just starting to graduate college and furnish their apartments. Their desire for second hand clothing might mean also the desire for vintage, second hand and/or upcycled furnishings and décor, or at least second hand components.

For example, West Elm is featuring products made of recycled glass and duvets filled with recycled polyester. Even IKEA has announced plans for a store selling its used or second hand pieces.

Gen Z and the Wedding Market

Then they will start getting married, likely looking for products that are recycled, have a recycled component or are environmentally produced. Online stores like Once Wed exclusively sell second hand wedding dresses. Minted even adds “recycled paper” as an option for their wedding invitations. In fact, “Used Diamond Rings” has been a rising Google search for the past year.

Generation Z and the Kids & Baby Market

Then they will start having children, again, likely looking for products that are recycled, have a recycled component or are environmentally produced. GapKids has clothing distinctly labeled that it is made with at least 50% recycled materials.

Therefore, if you want to target this growing market, you will have to add vintage, second hand, recycled, upcycled, repurposed and/or eco-friendly products (or supplies & components) to your store. By the way, if you sell vintage fashion or furniture, be sure to check out my 12-Month Marketing Plan for Vintage Shops printable download. Selling to Generation Z

Need More Advice?

Try my very affordable phone consultations. We can brainstorm creative marketing ideas for your business, do an audit of your online store or product line, or even just help you start selling online.

About Me

As a long time marketing consultant who has been blogging about e-commerce since 2012, I advise, coach and mentor small businesses selling online. I first got involved in e-commerce back in 2002, wanting to sell online a book I had written. After years of selling on Amazon I decided to take the experience I had in e-commerce, merge it with my professional marketing background and start a blog with marketing advice for small businesses selling online. I now consult for sellers on Etsy, Amazon, Shopify – any marketplace, as well as for other types of small businesses. My advice has been featured in the NY Times, Success Magazine, American Express Open Forum, Big Commerce blog, Business2Community and SheKnows to name a few. My customers have used my publicity pitch service to get press in major publications such as Real Simple Magazine, Vanity Fair, Glamour, Houzz, Apartment Therapy, Martha Stewart and many more – this is professional advice you can trust!