With the year’s biggest retail events approaching, Snapchat has released new research showing that friends — not influencers or algorithms — are the most powerful shopping influence for Australian Gen Z consumers.
The study, conducted by Crowd DNA, surveyed more than 3,000 Australians aged 18–24 and found shopping is closely tied to social connection and self-expression for this demographic. The findings come ahead of upcoming peak retail moments including Black Friday, Cyber Monday, Christmas, and the Boxing Day sales.
According to the research, 65 per cent of respondents said friends influence their shopping choices, while almost six in 10 look to real friends for beauty inspiration more than influencers. Around 45 per cent use Snapchat to plan shopping trips, and 49 per cent say shopping with friends is their favourite way to connect. More than six in 10 agreed “shopping is my clubbing – a big fun dopamine rush.”
Ryan Ferguson, Managing Director of Snap Inc. ANZ, spoke on the value of Snapchat in talking to this friend-first cohort: “Snapchat, which reaches over 90% of Aussie Gen Z, is the go-to for Australians for authentic peer recommendations, outfit opinions, and sharing hauls. But this isn’t just social interaction; it’s the engine of their purchasing journey and where they seek advocacy and validation. For brands looking to truly connect and drive sales this shopping season, being on Snapchat means engaging with Gen Z where their most trusted conversations about products and trends are happening.”
Gen Z shopping trends in Australia: Connection over influencers
For many young Australians, shopping is as much a social activity as it is a transaction. Friends are the primary source of inspiration, with peer-to-peer recommendations carrying more weight than influencer endorsements or targeted advertising algorithms.
Earlier this year, Mediaweek reported on Gen Z social media advertising trends, showing a preference for real-world connection alongside digital engagement — a trend reinforced by these new findings.
Balancing self-expression with cost-conscious spending
The research also highlighted the role of beauty and fashion in helping Gen Z feel confident. Eighty-six per cent agreed “looking after my appearance makes me feel more capable”, while 82 per cent said beauty treatments help them show up as their best self.
Cost-of-living pressures are shaping shopping choices, with 62 per cent buying mostly casual wear and everyday basics, and 53 per cent prioritising affordable luxury in beauty. More than seven in 10 said they do not care about brand names as long as the aesthetic works.
Second-hand and vintage purchases are also popular, with 46 per cent saying “buying vintage is the only way I can afford to be sustainable.” This aligns with Mediaweek’s coverage of second-hand retail growth driven by sustainability and thrift culture.
Social media’s role in shaping retail influence
Snapchat was singled out as a key platform for authentic product discovery, allowing Gen Z to escape algorithm-driven feeds and find style inspiration from real friends. Forty per cent said the app helps them “break out of the algorithm” while 41 per cent feel it makes shopping more interactive.
This echoes earlier case studies on Snapchat AR shopping in Australia, where augmented reality tools drove higher engagement and conversion rates.
Interactive and gamified shopping experiences gain ground
Interactivity is increasingly important for engagement, with 49 per cent more likely to shop from brands that use interactive ads, and half preferring gamified shopping experiences. Almost 40 per cent said they are more likely to buy something if they can try it on with augmented reality.
Roxy Dinh, Senior Client Partner, Retail at Snap Inc. ANZ, said: “Young Aussies are actively seeking out experiences that blend their digital and real-world lives, where personal style and genuine connection are paramount. For brands, this means moving beyond traditional marketing and embracing interactive, authentic approaches that resonate with Gen Z’s desire for individuality and shared experiences, especially as they navigate economic pressures.”