The Gen Z Shopping Basket: 5 Products Winning Their Attention

What the products Gen Z can’t get enough of reveal about the next generation of consumers. 

Generation Z are quickly becoming one of the most influential consumer groups, but winning their attention isn't easy. They're looking for value, quick to move between brands and increasingly expect the products they buy to say something about who they are.

The research paints an interesting picture. According to McCrindle, 68% of young Australians see their purchases as a reflection of their values, meaning what they buy is increasingly becoming an extension of their identity. At the same time, they're keeping a close eye on price with PwC's 2025 Holiday Outlook Survey finding 79% wait for sales before purchasing gifts. This generation has grown up switching between tabs to find the best deal.

They're also not particularly loyal for loyalty's sake. SAP Emarsys' 2024 Customer Loyalty Index found 46% have dropped a brand simply because they've become bored with it. For product and marketing teams, that's an interesting challenge. Winning a Gen Z customer once doesn't guarantee you'll keep them. Brands need to continue giving them reasons to come back.

And despite being the generation that grew up online, physical retail isn't dead. LEK's Generational Shopping Behaviour research found 64% of Gen Z look for in-store shopping experiences where possible. While this generation discovers products online, they’re quick to engage with stand out experiences to bring them in-store.

So, what does all of this look like when we peek inside the Gen Z shopping basket? Let’s have a look at the products they’re loving now to get some cludes. 

Summer Fridays: The Rise Of Affordable Luxury

For many Gen Z consumers, luxury hasn't disappeared. It's simply changed shape.

A house might feel increasingly out of reach, but a $40 lip balm doesn't. Products like Summer Fridays' Lip Balm sit in a sweet spot between everyday purchase and luxury indulgence. The packaging feels premium, the product is highly recognisable and carrying one offers a small piece of the lifestyle associated with more expensive beauty brands.

It connects to a broader shift towards lifestyle over legacy. For many young consumers, they increasingly see themselves as the asset and are willing to invest in products, experiences and little luxuries that make life feel good today.

The lesson for brands: Luxury doesn't always need an eye watering price tag. Think about what an accessible splurge looks like in your category and how you can make an everyday purchase feel a little more special.

Digital Cameras: Nostalgia Meets Digital Detox

Gen Z already carry incredibly powerful cameras in their pockets, yet they're increasingly reaching for digital cameras from the 2000s.

Part of the appeal is nostalgia. Digicams create imperfect photos with an aesthetic that feels distinctly different from the polished images produced by today's smartphones. For a generation embracing Y2K fashion, technology and trends from their childhood, the humble digital camera fits right in.

But there's another reason they're making a comeback. Despite being digital natives, Gen Z are increasingly looking for opportunities to disconnect from their phones and be more present in the experiences they're having. A digicam lets them capture the night out, holiday or festival without every photo becoming an invitation to check a notification, open Instagram or fall into another doom-scrolling session.

The lesson for brands: Don't assume digital natives always want more technology or connectivity. There's growing value in products that help Gen Z disconnect, stay present and enjoy an experience, while nostalgia can make that experience feel even more distinctive.

Sonny Angels: Turning Products Into Communities

Collectables are nothing new. From coins to spoons, Beanie Babies to Pokémon cards, every generation seems to have something they love to hunt down, collect and trade. Sonny Angels have become Gen Z's version of that obsession.

The tiny figurines tap into the familiar thrill of collecting, but bring it into the social media age. Blind-box packaging introduces surprise into every purchase, while different collections and rare figures give customers something new to hunt for. Online communities have emerged around unboxing, displaying and trading Sonny Angels, turning what could have been a one-off novelty purchase into an ongoing hobby.

The lesson for brands: Look for ways to gamify the customer experience and give people a reason to keep coming back. Whether it’s collectables, limited releases or an element of surprise, creating something customers can hunt for, share and talk about can also help them connect with a wider community around your brand.

Stanley & Owala: Wellness Meets Self-Expression

The reusable water bottle has gone from something you throw in your gym bag to a genuine lifestyle accessory.

Stanley Cups and Owala bottles travel everywhere with their owners, from the gym and university to the office and airport. Their popularity reflects Gen Z's growing investment in health and wellbeing, but functionality is only part of their appeal.

Colours, limited releases and customisation have transformed something incredibly practical into another opportunity for self-expression. A generation that could grab a $3 bottle of water from a vending machine is now willing to spend upwards of $80 on the bottle itself. Stanley and Owala have turned hydration into a lifestyle product, where the colour and style you carry can say something about you in much the same way as your sneakers, phone case or accessories.

The lesson for brands: Gen Z are willing to invest in high-quality products that help them look good, feel good and support the lifestyles they’re building. As health and wellness become bigger spending priorities, think about how your product can become something they use as they invest in themselves.

Nintendo Switch: Entertainment On The Go

The Nintendo Switch taps into another major shift in how Gen Z live - everything is becoming portable.

This generation has watched desktop computers give way to laptops and television increasingly compete with tablets and smartphones. Work, entertainment and communication have progressively moved away from fixed locations and gaming is following the same trajectory.

The Switch means that games are no longer tethered to the bedroom or lounge room and can instead game on a flight, during a commute or while sitting with friends. For Gen Z consumers accustomed to accessing almost everything wherever they happen to be, that flexibility feels natural.

The lesson for brands: Gen Z value freedom and flexibility, and they’re drawn to products that fit around their lifestyle rather than dictate it. Think about how your product can move with them, adapt to different situations and give them more freedom to enjoy it wherever life takes them.

What Can Brands Learn From The Gen Z Shopping Basket?

The products in the Gen Z shopping basket might look completely unrelated. Lip balm, water bottles, digital cameras, collectable figurines and gaming consoles don't exactly point to one obvious trend. But look a little closer and they reveal a lot about how this generation wants to spend their money.

Gen Z are investing in products that fit the lifestyles they're building. They want little luxuries that make everyday life feel better, products that support their health and wellbeing, opportunities to disconnect and be present, and brands that give them a sense of identity or community.

For brands, the opportunity isn't to recreate the next Sonny Angel or jump on every trend that takes off on TikTok. It's to understand why these products are resonating and consider how those same consumer behaviours could influence what you create next.

The products in the basket will inevitably change. Understanding the behaviours putting them there is what will help brands stay relevant.

About The Author

Scott Millar is a generational consultant, keynote speaker and trusted voice on the future of work, helping organisations understand the trends shaping Gen Z, leadership and the workplace of tomorrow. Scott brings fresh, practical insight into the shifts transforming workplaces, industries and communities. Recognised as one of Australia’s Top 30 Business Leaders Under 30, APAC’s Inspiring Youth Leader and a two-time TEDx speaker, he is regularly engaged to help leaders bridge generational divides and connect more meaningfully with the next generation.

To find out more about Scott and to book him to speak at your next event, head to: www.iamscottmillar.com/speaking