Think about it Gen Z is flipping the script on how we shop, connect, and even advertise. Born between the late 1990s and early 2010s, these “digital natives” are reshaping the rules for everyone. They’ve grown up with smartphones in hand, and their buying power is staggering. By 2024, they controlled $860 billion in global spending, and this is projected to hit $12 trillion by 2030! If you’re selling sporting goods online, ignoring Gen Z’s trends isn’t an option because their preferences are redefining the future of digital marketing.
Here’s a breakdown of their evolving habits and how your store can stay ahead in 2025.
What are the key shopping habits of Gen Z that marketers need to understand in 2025?
How is Gen Z’s preference for personalization influencing digital marketing strategies?
What role does social media play in shaping Gen Z’s shopping decisions?
How does Gen Z’s focus on values like sustainability and inclusivity affect brand loyalty?
What digital marketing trends are emerging due to Gen Z’s preference for quick, mobile-first shopping experiences?
How can businesses use influencer marketing to connect with Gen Z consumers effectively?
What types of content are most engaging for Gen Z across digital platforms?
How can e-commerce brands adapt to Gen Z’s demand for transparency and authenticity?
What technologies, like AR/VR or AI, can be used to enhance shopping experiences for Gen Z?
How can businesses future-proof their strategies by aligning with Gen Z’s evolving preferences in 2025?
1. Mobile-First Shopping is the New Normal
For Gen Z, their phone is everything their connection to the world, their shopping cart, and even their search engine. Around 75% of Gen Z prefers using mobile devices to browse, shop, and interact with brands. If your store’s website isn’t optimized for mobile, you’re already missing out. They’re not going to zoom in on tiny text or wait for slow-loading pages. Speed matters. Simplicity matters.
What You Can Do:
Make your website mobile-friendly sleek, fast, and easy to use. Showcase your products through quick, TikTok-style videos that show real-world applications. For example, post clips of someone unboxing your latest running shoes or demoing how to set up resistance bands. Include fun, interactive elements like “Swipe Up to Buy” on Instagram Stories so they can shop directly from their feed.
2. Social Shopping is Where the Magic Happens
Gen Z is not just buying products they’re buying experiences. And much of this happens on social media. Nearly 50% of Gen Z shoppers trust influencer recommendations over traditional ads. They discover, decide, and purchase often without leaving Instagram, TikTok, or Pinterest. That’s where the power of social shopping kicks in.
Brands like Nike are leading the way. They’ve got Instagram Shops set up where you can tap on a product and head straight to checkout. Sporting goods retailers can do the same especially with product categories that pair visually with active lifestyles, like bicycles, yoga mats, or gym accessories.
What You Can Do:
Open a storefront on Instagram or TikTok. Think of bite-sized videos featuring influencers using your products—a fitness coach sharing a workout with your kettlebells or a trail runner reviewing your hiking gear. Encourage your followers to shop directly through tagged products or links, turning your social pages into an instant-buy platform.
3. Gen Z Loves Brands That “Walk the Talk”
For Gen Z, shopping is about more than just finding great products. They want to spend their money with businesses that stand for something. Around 64% of Gen Z shoppers are willing to pay more for sustainable products, and many won’t hesitate to ditch a brand that doesn’t align with their values. They’re looking for authenticity, inclusivity, and real action on issues like climate change and social justice.
What You Can Do:
This doesn’t mean you have to overhaul your business overnight. Start small but transparent highlight eco-friendly materials in your products or initiatives you support, like donating sports gear to underserved communities. For instance, show your customers where your products come from through Instagram Reels or create posts about how your company reduces waste. Be real, be honest, and mean it.
4. Social Media Is the New Search Engine
When you or I need to search for something, we might hit Google. But Gen Z? They’re going straight to TikTok, Instagram, or Pinterest. About 40% of Gen Zers prefer using these platforms to find ideas whether it’s workout routines, shoe recommendations, or even organizing tips for gym gear. For sporting goods stores, this is a goldmine. You can be the go-to brand for tutorials, hacks, or inspiration.
What You Can Do:
Create engaging, short-form content tailored to these platforms. For example, a 15-second video showing “Easy At-Home Workouts for Beginners” with your resistance bands or reel-worthy clips on “Packing Essentials for Your Next Hiking Trip.” Use popular hashtags and trends to boost visibility. Pro tip? Text overlays and upbeat music go a long way in capturing Gen Z’s attention.
5. User-Generated Content Builds Trust
Ads are nice, but you know what catches the eye of Gen Z? Actual people real customers. Around 61% of Gen Z prefers content made by other users over polished ads because it feels more relatable and genuine. This is a generation that thrives on community and authenticity, and they love championing brands they believe in.
What You Can Do:
Start featuring your customers. Encourage them to tag your store in their posts whether it’s someone showing off your stylish baseball cap on a morning jog or recording their first pull-up using your workout bar. Offer incentives like discounts for users who share content about your products. Repost UGC (user-generated content) on your own pages this not only gives your brand more personality but also builds trust and social proof.
Final Thoughts
Gen Z isn’t just another consumer group. They’re a massive force shaping digital marketing trends—and they’re only getting started. Their habits mobile-first browsing, demand for authenticity, love of social shopping, and preference for relatable content should already be influencing your strategies.
Action starts now. Make your website a smooth mobile experience, meet them on social platforms, and engage through influencers or UGC. And above all else? Stay authentic. This generation sees right through empty promises.
For US-based sporting goods stores, aligning with Gen Z’s habits means playing the long game. Once they trust you, they’ll reward you with loyalty and won’t hesitate to tell their friends, followers, and maybe even their TikTok audience about you. Now that’s the kind of energy your brand can’t afford to miss.
