As the 2024 holiday season approaches, Edible Brands has released an insightful report detailing consumer behavior, particularly focusing on the generational preferences exhibited by different age groups. Among the revelations, Gen Z stands out with distinctive shopping habits that set them apart from their Millennials and Gen X counterparts. Understanding these behaviors is essential for retailers to tailor their strategies and meet the needs of this emerging consumer group.

One of the most striking findings is that Gen Z shoppers show a pronounced preference for in-store shopping. This trend is somewhat unexpected, given their reputation as digital natives. While shopping online remains a significant part of their experience, many Gen Z customers value real-life interactions and the tactile experience of browsing through products. Somia Farid Silber, the CEO of Edible Brands, emphasizes that Gen Z values the “IRL” experience more than any other generation. To cater to this demand, Edible is focusing on physical retail spaces that go beyond simple transactions.

Gen Z also approaches gift-giving with a sense of spontaneity, driven largely by social media influences. According to the Edible report, approximately 22% of all 2024 orders will not be tied to traditional holidays. This shift reflects the growing trend for “just because” gifting, where individuals seek out genuine connections through thoughtful gestures, regardless of the calendar. Edible’s data reveals that 1 in 4 gifts from Gen Z shoppers includes personalized elements, such as custom messages or unique add-ons, further highlighting their desire for meaningful and individualized experiences.

In stark contrast, Millennials place a greater emphasis on brand loyalty. They represent an important market segment that appreciates familiarity and reliability. Millennials often choose established names like Edible for significant life events, from Mother’s Day to birthdays, while also indulging in spontaneous gifts. Their preferred price range for gifts typically falls between $30 and $60, making it essential for retailers to offer products that align with this budget while ensuring quality and trustworthiness.

Meanwhile, Gen X appears to be the most online-driven generation, with over 90% of their orders placed through e-commerce platforms. Their approach to gifting balances quality and practicality, making them inclined toward affordable yet meaningful items. Popular choices for Gen X include practical gifts like “Get Well” items and thoughtful surprises for birthdays. This generation appreciates practicality while still valuing emotional connections behind their purchases.

Baby Boomers, on the other hand, lean towards group gifts and indulgent treats, often focusing on shared experiences. Their gifting strategies emphasize creating lasting memories, which can involve selecting larger, more memorable items suitable for family gatherings. Edible Brands recognizes this desire by offering gourmet spreads designed for group celebrations.

Meeting the demands of all these generations, especially during the busy holiday shopping season, requires efficient logistics. The Edible report highlights the critical need for same-day delivery. As last-minute gifting increases during holidays, Edible aims to alleviate customer stress by providing reliable, speedy deliveries. Leveraging their own extensive delivery fleet and partnerships with platforms like DoorDash and Uber Eats, Edible reaches 70% of U.S. households within an hour. This capability ensures that last-minute gestures maintain their personal touch, adding to the company’s appeal.

In addition to efficient delivery, Edible Brands is also expanding its product offerings to keep customers engaged. The company has introduced a new cookie collection inspired by the rising trend of gourmet cookies. This collection features timeless flavors like Chocolate Chunk and seasonal options such as Chocolate Peppermint and Apple Pie, catering to the demand for fresh, limited-time treats. By continually rotating their product lineup, Edible not only enhances customer experience but also creates opportunities for seasonal excitement.

The company is also investing in creating memorable in-store experiences through its new Next Gen stores. These locations will offer customization stations where shoppers can create personalized gifts with add-ons such as balloons and cards. By blending digital convenience with tangible retail experiences, Edible aims to build a seamless connection that resonates with customers across all generations—especially the younger ones.

Looking ahead to 2025, Edible has ambitious plans to launch new flagship stores and revamp its loyalty program. While the focus remains on driving sales and repeat business, the overarching goal is to enhance customer satisfaction through quality interactions and innovative solutions. The retail landscape is continually shifting, and companies like Edible Brands are demonstrating their commitment to meet diverse consumer needs effectively.

In conclusion, understanding the different dynamics of consumer behavior, particularly among generations, is crucial for retailers as they prepare for the bustling holiday season. With Gen Z’s emphasis on personalization and in-store experiences, Millennials’ loyalty to established brands, Gen X’s focus on practicality, and Boomers’ desire for shared experiences, retailers must adapt their marketing strategies to engage effectively with each group. As the holiday season approaches, businesses that resonate with these insights will undoubtedly capture the evolving gifting market.