Black Gen Z and Millennials are more prone to impulse buying because of social media. According to a Real Estate Witch study, “Black [M]illennials (68%) and Black Gen Zers (66%) report they make impulse or unplanned purchases based on a social media ad.” The study also found that about “66% of Black Gen Zers and 55% of Black [M]illennials have made a purchase based on an influencer’s recommendation, compared to 45% of all Americans.” But this is a reflection of young consumers’ mindsets following the pandemic and amidst economic and environmental uncertainty; Impulse buying for this gen is the product of a “treat yourself” mentality that YPulse digs into in our What Is Wellness? trend report. Our data shows 66% of Black Gen Z and Millennials agree: “Retail shopping is a form of wellness.” (Yahoo! Finance)
