US’ Gen Z cut overall spending by 13 per cent between January and April 2025, particularly in categories like apparel, accessories and electronics, PwC’s analysis of nearly a million consumer transactions shows.
They reported plan to slash 2025 holiday spending by 23 per cent, after expecting to boost spend by 37 per cent in 2024.
US Gen Z is not just price-conscious, it is value-conscious as well.