How to market to Gen Z consumers this Black Friday

Student stood in front of a store front showing 50% off sign

Here’s a breakdown of our top tips for marketing to Gen Z students for the fall shopping period. 

Hopefully, you’ve had a chance to check out the key themes for this year’s Cyber Week event – and why they are key to winning Gen Z. Now, we turn our attention to marketing strategies, and the best ways brands can reach Gen Z student consumers this Black Friday (and the days surrounding it). 

Consider the recipients as well as the gifters

Did you know most students kick off their Christmas holiday shopping early? In fact, by the end of November, 95% of male students and 83% of female students have started shopping for the holidays.

With so many students on the lookout for holiday gifts for their loved ones, fall will be the time for them to tread outside of their usual spending categories. 

For the Gen Z gifters, we recommend creating a gifting section or ‘gift guide’ via your social media, website, app or in your physical store – to help navigate new customers around your offering. 

person holding a gift wrapped present

Offer student incentives 

When shopping during the holidays, 91% of 16-24s list affordable prices as their top priority when making a purchase. 68% also list student offers as a top priority in this instance. 

It should come as no surprise then that one way to really entice Gen Z students is through incentives. Of course, brands are known to offer some of their best deals during Black Friday, but have you ever thought about offering stackable student discounts to really establish your brand as a go-to for young consumers? 

Build momentum to create excitement in the run-up

As a financially-savvy consumer group, Gen Zs like to prepare when it comes to exercising their spending power. The majority – 33% – start searching for deals a week before the big event, and 26% start at least 2-3 weeks before. 

Our advice? Make sure your deals are promoted well in advance for the Gen Z world to see. Try in-store posters, social media ads, and email newsletters to really get the ball rolling. 

Make social your new storefront 

Social media marketing is a great way to reach the student cohort and get a spot on their wishlists. 

Visual platforms like Instagram, TikTok or Pinterest definitely make the most impact. If you don’t already, make sure your brand has a presence across more than one of these platforma. 

The next step is to get creative and proactive! Get Gen Zs talking on TikTok by posting product tutorials; make them an offer they can’t resist sharing with their friends online; or make a statement on their Instagram timeline with sponsored posts and ads. 63% of students get ideas of things to buy via social media – whether you’re a physical retailer, etailer or both, social media marketing is a no brainer when wanting to reach Gen Z. 

Are you in the midst of planning your Gen Z Black Friday strategy? Access our dedicated Black Friday Hub to learn how you can win big with these valuable consumers. 

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