Summary
Gen Z is forcing a holiday marketing overhaul as brands navigate tight wallets and shifting values. Facing economic pressure, Gen Z’s holiday spending could drop 34% vs 2024. They’re gravitating toward authenticity, connection, and real emotions over flash and fantasy. Marketers are responding with heartfelt campaigns that emphasize relationships, not only price. Social media, influencers, and live experiences still dominate. Still, Gen Z also embraces retail media and AI: about 43% use AI to discover gifts, prompting brands to embed tools on their platforms.
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