64% of Gen Z Prioritizes Sustainability on Black Friday – Hostinger Research

Gen Z stands out for its environmental awareness, with 64.4% of respondents indicating that sustainability is an important factor in purchasing decisions. This drops to 44.7% for Millennials, 35.7% for Gen X, and 29.0% for Baby Boomers. Regardless of age, most respondents are not willing to pay significantly more for eco-friendly products. This willingness decreases with age, showing that younger consumers are more motivated by sustainability than their older counterparts.

Hostinger, a leading provider of website-building and hosting solutions, has released a new report revealing key insights into U.S. consumer behavior ahead of Black Friday 2024. Based on responses from 1,000 American consumers, the study captures trends in spending, shopping preferences, and the influence of digital marketing in the lead-up to the season’s biggest shopping event. Hostinger also investigated the differences in consumer behavior across genders and generations.

As Black Friday continues to be a cornerstone of the global shopping calendar, understanding shifting shopper habits is key for retailers to make the most of this massive sales season. This research offers businesses ways to refine their focus and strategies to capitalize on this event’s hype.

“This Black Friday, retailers must navigate the evolving consumer landscape characterized by speed, convenience, and complex shopping journeys.”, said Justina Nemaniutė, Lead of Sales at Hostinger. “By leveraging technology and data-driven insights, businesses can tailor their offerings to meet shoppers’ needs at every stage of their decision-making process, from research to purchase.”

Key findings reveal that 31% of Americans plan to spend more this year than in 2023, with men particularly inclined to increase their Black Friday budgets. While Gen Z remains enthusiastic, their spending power is lower than that of older generations, with many planning to keep purchases within the $100–$299 range.

Additionally, 30% of consumers plan to shop exclusively online this year, underscoring the need for retailers to create seamless eCommerce experiences. Mobile shopping has also grown, with 46% preferring mobile devices, especially among younger shoppers. However, 44.85% of Americans still prefer their desktops/laptops to shop online.

Unsurprisingly, price is the top consideration for 62% of shoppers. Retailers offering deep discounts stand to attract the most attention. Moreover, email remains the most influential marketing channel, with 59.2% of respondents stating it impacts their buying decisions.

The study also reveals that women are the most impulsive gender in unplanned shopping, and Gen Z is the most impulsive generation.

Hostinger also found that Gen Z stands out for its environmental awareness, with 64.4% of respondents indicating that sustainability is an important factor in purchasing decisions. This drops to 44.7% for Millennials, 35.7% for Gen X, and 29.0% for Baby Boomers.

This year’s Black Friday promises dynamic shifts as Gen Z demands speed, Millennials focus on quality, and Baby Boomers prioritize convenience. Our insights equip businesses with data to refine their Black Friday strategies and capture a larger share of the market.

Hostinger is one of the top 3 web hosting brands worldwide. With world-class products and a team of around 900 curious and high-spirited professionals, we help over three million clients in more than 150 countries achieve their online goals.

Hostinger has been ranked among the fastest-growing companies in Europe for four consecutive years in the Financial Times’ annual FT 1000 list.

All reported statistics reflect responses to a Hostinger survey from October 2024, designed by Hostinger and administered using Pollfish. The audience comprises 1000 respondents from the US who shop during Black Friday and/or Cyber Monday events.

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