Report shows 64.4 percent of Gen Z prioritizes sustainability during Black Friday shopping
Hostinger’s survey of 1,000 U.S. consumers shows the rise of mobile shopping and Gen Z’s focus on sustainability
Hostinger, a provider of website-building and hosting solutions, has released a new report revealing key insights into U.S. consumer behaviour ahead of Black Friday. The study, based on responses from 1,000 American consumers, highlights trends in spending, shopping preferences, and the impact of digital marketing across genders and generations.
The report found that Gen Z stands out for its environmental awareness, with 64.4 percent of respondents indicating that sustainability is an important factor in purchasing decisions. This drops to 44.7 percent for Millennials, 35.7 percent for Gen X, and 29.0 percent for Baby Boomers.
Other key findings of the report reveal:
- 31 percent of Americans plan to spend more this year compared to 2023, with men particularly inclined to increase their Black Friday budgets.
- Gen Z shoppers are more budget-conscious than older generations, with most planning to spend between $100 and $299.
- Price remains the top priority, with 62 percent of shoppers considering it their primary factor.
- Email marketing is the most influential channel, impacting 59.2 percent of respondents' purchasing decisions.
The survey, conducted by Hostinger in October 2024, included 1,000 U.S.-based respondents who shop during Black Friday and Cyber Monday events.
