Gen Z has proven to be an enigma for retailers when it comes to their shopping habits. They scrimp, save, and splurge in areas that aren't easily predictable, but are perhaps best described as being in pursuit of affordable affluence, according to PwC.
Case in point: several fast casual restaurants, typically popular with younger consumers, have seen a decline in Gen Z visits, while designer brands have seen an uptick in interest among the cohort.
