Gen Z Rekindles In-Store Shopping Enthusiasm as Holiday Travel Rises
Consumers are planning to hit the road and return to stores this holiday season, even amid widespread economic concerns, according to new research from GSTV exclusively shared with P2PI first.
Impact of Tariffs, Rising Costs
Eight in 10 GSTV viewers are worried about rising costs due to tariffs, but most aren’t cutting back entirely. Instead, they’re looking for value — hunting for sales (51%), seeking promotions (51%) and shopping at discount retailers (46%), per the national video network’s "2025 Holiday Consumer Insights."
Gen Z's In-Store Shopping Enthusiasm
One of the most notable findings from the research highlights a renewed enthusiasm for in-store shopping among Gen Z consumers. Nearly 4 in 10 Gen Z GSTV viewers said they're more excited to shop in-store this holiday season than in previous years.
Among the top reasons:
- 59% like seeing or trying items before buying.
- 52% enjoy shopping with friends and family.
- 48% enjoy the in-store experience itself.
- 44% find in-store shopping faster or more convenient.
"Gen Z is excited by brick-and-mortar because of the tactile, real-world experience it offers," Eric Z. Sherman, executive vice president, insights and analytics, GSTV, told P2PI. "Our research shows the in-store shopping experience remains a foundational element of commerce in a world that is otherwise growing increasingly digital."
Holiday Shopping as a Season, Not a Weekend
GSTV's data also underscores how holiday shopping has become a season-long activity rather than a single event. Three-quarters of consumers (75%) said they shop throughout the season, picking up items whenever convenient.
- 22% begin shopping in October or earlier.
- 59% start by early November.
- 44% are still shopping by mid-December.
“Holiday campaigns can take advantage of this by considering messaging and a cadence that extends across the full breadth of the shopping season," Sherman said. "That includes investing in a diverse, omnichannel media mix to reach shoppers throughout the consumer journey, especially as a majority of GSTV viewers surveyed say they don't know exactly which stores they'll shop this season."
Sherman added that brands should meet shoppers with contextually relevant creative to trigger purchases at moments of engagement.
Consumers on the Move
The research also points to an uptick in travel and social activity this season. Nearly half (43%) of U.S. consumers plan to drive more for holiday travel this year than they did in 2024, and 71% expect to fuel up more often, signaling more opportunities for brands to connect with audiences on the move.
Sixty percent of GSTV viewers plan to drive out of town to celebrate at least one holiday, while another 60% report attending more social functions overall.
At the same time, half of viewers say they have less time to watch TV as the holidays ramp up, suggesting a shift in media consumption patterns.
"The holiday season is naturally an occasion for gathering and shopping, and our research shows both trends mean folks will spend more time on the road and less time with traditional media," Sherman said. "For marketers, this represents an elevated opportunity to connect with consumers on-the-go — especially Gen Z audiences, who have expressed renewed interest in in-store shopping experiences."
What Trends May Stick in 2026?
Looking ahead to 2026, Sherman said many of this year's behaviors — particularly the focus on value and deal discovery — are likely to continue.
"Even as shoppers become more cautious with their wallets, we expect many of these themes to extend into next year," he told P2PI. He added that brands can stay top of mind by aligning messaging and investment with key decision-making moments on the path to purchase.
Methodology: GSTV viewers were surveyed via MFour Data Research in July 2025.
