Gen Z Shoppers Aren't Spending Like Retailers Need Them To

Economic worries aren't putting much of a dent in consumers' holiday shopping plans, with one glaring exception: Gen Z shoppers.

More than any other generation, young adults are tightening their year-end spending budgets and shelling out less for gifts, survey data shows. That is a problem for retailers and brands that look to Generation Z—a group that runs from teens to late-20-somethings—to drive shopping trends and boost spending steadily as they earn bigger paychecks.

This year, more are taking the tack of 25-year-old Sonia Iacoboni, who has already warned loved ones that she is spending less this season...

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