Discount stores’ stock is looking at huge growth thanks to Gen Z. Retailers like TJ Maxx, Burlington, and Ross are winning young consumers, with both Gen Z and Millennials “taking up 4% greater share of spending on value apparel in the last year.” That alone is driving faster growth in value apparel spending than for overall apparel spending, reflecting the young gen’s budget mindset and the influence it has. In turn, Bank of America predicts these retailers could see a share increase of up to 20%—but this will be partially determined by whether young consumers stick by these brands when inflation is down. Now, they appreciate the budget buys, but later, their loyalty might be better earned by higher quality than by price alone. (Markets Insider)
📊 YPulse data: 42% of 18-24-year-olds agree, “I never pay full price when shopping”
