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12 Things Gen Z Love to Buy So They Can Act Wealthy (#3 Is Just Unreal)

Spending habits with major Y2K energy, without the credit card debt.

By Stacy Garrels , Edited by Sara Albertelli

Updated Sept. 1, 2026

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Gen Z isn't the biggest powerhouse of American spending (yet), but when it comes to influencing product discovery, consumer spending, and the best shopping hacks, Gen Zers punch far above their weight.

They drive what becomes popular, set viral trends, and turn niche brands into overnight must-haves. If a random moisturizer sells out overnight, you can bet a Gen Z TikTokker did that. After all, this is the generation that can make a "get ready with me" skincare routine hit 7 million views before lunch.

Many of the products they hype are purchases that help them feel, and look, a little wealthier. Here are 12 of their favorites.

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Matcha

Gen Z treats matcha like part wellness staple, part Birkin bag. Who doesn't want to step out armed with green, healthy goodness? PwC reports that Gen Z consumers love purchases that can function as self-care, a daily ritual, and a viral (flex) moment.

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Resale sneaker drop

Sneaker culture is huge among Gen Z. PwC notes that younger buyers over-index on recommerce, choosing limited drops, resale platforms, and thrifted rarities over pedantic, shopping-mall staples.

Luxury skincare

Whether it's skin cycling or "glass skin," Gen Z drives luxury skincare demand. You'll find young teen influencers with self-care regimes that include barrier-safe primers and luxury Korean face masks.

This generation invests in items that "telegraph cultural relevance," but without breaking the bank.

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Vintage or upcycled

Sustainability isn't a trend for Gen Z. It's the assignment. Data shows they're more likely to choose secondhand, upcycled, or "re-made" clothing to express individuality and avoid fast-fashion fatigue.

And there's a near-endless stream of inspo at their literal fingertips. TikTok and Instagram are flooded with influencers showing viewers how to upcycle dated, thrift-store finds.

Airbnb

No cookie-cutter hotels. Gen Z would rather stay somewhere Instagram-worthy, and vacation platforms like Airbnb and Vrbo curate the experiences that this generation craves.

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Healthy "soda" alternatives

No Diet Coke breaks for Gen Z.

From Poppi to Olipop, this generation prefers low-sugar, gut-friendly sodas to traditional soft drinks. They want flavor, function, and labels that don't sound like a chemistry experiment.

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Quiet luxury fashion

Gen Z doesn't need giant logos to flex. They gravitate toward "quiet luxury," where the vibe is clean lines, high-quality staples in earthy solids and subtle prints. Think "old money aesthetic," but with Depop energy, which is what some researchers call "stealth wealth."

Those in hot pursuit gravitate toward brands like Aritza, which emphasize craftsmanship, timeless silhouettes, and premium materials over giant monograms and flashy branding.

Brands are taking notice, as research indicates Gen Z will generate up to 30% of purchasing power for the luxury goods market by 2030.

Stanley water bottles

Gen Z is obsessed with self-care, hydration, and water bottles, and their devotion to Stanley's oversized, pastel-coated tumblers is legendary. The 40-ounce Quencher became a full-blown status symbol after going viral on TikTok, with loyalists treating new drops like sneaker releases.

Some Gen Z shoppers even line up at Target (joining Millennial moms) before opening for limited drops, while others collect multiple colors as part of the aesthetic.

The Quencher's handle, straw, and cup-holder-friendly base helped fuel its runaway popularity — a mix of function and vibe that Gen Z latched onto.

Delayed regret (aka BNPL)

Buy now, pay later (BNPL) isn't just a payment option. It's part of Gen Z's "adulting" toolkit. Gen Zers use BNPL to spread out purchases for clothing, tech, travel, and more. Users say it helps them make ends meet between paychecks and avoid revolving, high-interest debt.

Nearly 40% of Gen Z use BNPL apps like Klarna, Afterpay, or Sezzle at least weekly, which is far more than older generations. Roughly 59% of Gen Zers have used the service at least once, and adoption is only growing among the public as a whole.

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In-store items

While they're a digital-native generation, Gen Z still loves IRL shopping.

You won't find them hitting up the arcade and Sharper Image, but they still enjoy a good outing at the mall.

PwC reports that young consumers enjoy browsing in stores to test quality, get immediate gratification, and TikTok their "come shopping with me" hauls.

Everything Apple

When it comes to Gen Z, Apple has a captive audience. Maybe it's their sleek lines and soft metal colors? Market research shows that iPhones are the smartphone of choice among today's teens and twenty-somethings.

Research suggests that owning an Apple device offers Gen Z a sense of belonging and brand loyalty. One poll found 93% of young interns had iPhones despite higher-tech options, indicating it's less about features and more about identity.

Ferragamo

Although Gen Z views traditional luxury brands as "dated," Ferragamo has been pursuing Gen Z hard and making inroads. They see it as a subtle but credible status symbol.

Ferragamo pieces are trending among Gen Z because the brand has reinvented itself to feel both heritage-rich and "in the know." The brand's recent partnership with Farfetch explicitly targets younger consumers with fresh digital engagement.

Additionally, the label's recent design shift is a nod to Gen Z's preferred aesthetics: updated silhouettes, clean lines, and minimal palettes.

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Bottom line

Gen Z may not have the deepest wallets, but they absolutely shape what sells, what goes viral, and what brands scramble to keep in stock. Their spending patterns blend wellness, nostalgia, aesthetics, and micro-affluence, small luxuries that telegraph taste without blowing up a bank account.

Whether it's a $13 matcha, a limited-edition water bottle, or a quiet-luxury staple, Gen Z proves that influence isn't about age or income. It's about cultural gravity. And as Gen Zers continue to eschew credit cards in favor of BNPL, Gen Z may become the first generation to crush debt and avoid the credit card trap.

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