Are you afraid or afraid to go shopping at a butcher or fruit merchant? If it’s a resounding yes, you have something in common with Gen Z. Hey, you might even belong to that generation. They belong to generation Z people born between the mid-1990s and into the 2000s. This generation is the one that is demanding changes in the job market, they are also experiencing hiring difficulties… and yes, they are also afraid of going shopping anywhere other than the supermarket.
Generation Z: between the convenience of Amazon and the fear of physical stores
While buying on Amazon, Shein, Glovo… is something they do almost daily, facing the Traditional physical stores can become an anxiety-inducing experience and fear. So much so that Generation Z prefers to walk more and even go to a more expensive store to be able to make their own purchases.
The online shopping experience is fast and controlled. Platforms like the Amazon offer the ability to compare prices, read reviews and decide without pressure. This generation grew up with constant access to technology and information, a key part of this move away from physical stores. This phenomenon is based on trust, personal connections and a generational leap.
Fear of physical stores
When a young person enters a physical store, they experience noticeable anxiety. It’s like not wanting to answer a phone call.. It takes you out of your bubble and exposes you to a situation that you don’t know how it will evolve. We return to the key of the previous paragraph: the information is not available and, to obtain it, it must be done in a different way, from person to person.
It is easy to criticize this situation, but we must not fall into it, because we can perfectly reverse the situation. Generation Z prefers to shop online or in supermarkets. They even go to the self-checkouts themselves. Now let’s think about our parents or grandparents. Do you prefer to search for information on the Internet or ask in a hardware store? Do you prefer to make a hairdresser appointment online or call by phone? They feel quite the opposite: fear of doing a procedure online because they don’t know what they are facing.
Coming back to Generation Z’s “fear” about how to order, a clear example is the viral testimony of a young girl on TikTok who expressed her frustration at not knowing what to order in a butcher shop. The video of the young woman says: “My biggest fear as a semi-adult: not knowing how to buy in a butcher’s shop” sparked many comments from other young people sharing similar experiences. This feeling is real and they fear making a mistake or feeling judged when making their purchases. Lack of experience with physical interactions and social pressure can be paralyzing, leading some to avoid these situations altogether.
@isaalaureano2 Tell me I’m not the only one who doesn’t know how to buy from a butcher shop 😭😭 #carniceria #adulto #nosequehagoconmivida #imjustakid #parati #tiktokviral
♬ Just a girl – without a doubt
Take inspiration from the Apple Store: where young people shop comfortably and more expensively than elsewhere
This is where the Apple Store model comes into play. These stores have created an environment where customers can explore and discover products without feeling pressured. There are no stiff counters or pushy salespeople; Instead, there is a relaxed atmosphere that invites you to freely touch and try the products. And if you don’t want anything, you can leave without looking bad. But what do we say about the fruit basket? “I don’t like what you have today, goodbye.” These are very uncomfortable situations and this freedom is precisely what Generation Z is looking for: a space where they can decide without the feeling of “submission” typical of traditional shopping.
In fact, the Apple Store is the most expensive place you can buy an Apple product, with other distributors and stores offering more competitive promotions and services. But they opt for this trust createdbased on the freedom of being able to watch and decide without anyone watching.
Adapt to survive
After the viral TikTok video, many butchers from different Spanish provinces also released a video on social networks. They sought to debunk myths and get closer to Generation Z. To adapt, Many butchers are starting to sell online and offering customer service via WhatsApp. Even indicating on social networks the type of meat, the cut… Bringing the information and its wisdom to where the new audience is.
Other places are starting to adapt to this new reality with products already packaged or additional information on how to use them, making the purchase easier for those who feel insecure. Many will criticize Generation Z, but that would go against the grain. It’s like someone who opposed television because it would end cinema, or Spotify because it would end radio. Adapting is essential, not only to appeal to Generation Z, but also for the very future of physical, local and neighborhood commerce.
Cover image | free pik
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