Gen Z fashionistas are set to dominate seasonal summer spending on clothing, according data from eBay Advertising. 

Original research of over 2,000 UK shoppers by eBay Advertising showed three quarters (77%) of 18‑24 year‑olds plan to shop for clothes or accessories this summer, 24 percentage points higher compared to UK consumers overall (53%).  

30% of Gen Z name summer as their favourite season for a wardrobe refresh, offering brands a runway moment to capture high‑intent shoppers. 

Gen Z are also among the most frequent fashion shoppers, with two thirds (66%) refreshing their wardrobe at least once a month – 23 percentage points higher than the wider population (43%) – while a fifth of 18-24 year-olds shop for apparel every week. 

Value is still in vogue, but quality & sustainability remain key

While Gen Z shop fashion the most frequently, they remain discerning – and even though they are cost-conscious, they won’t cut costs at the expense of quality. While 46% prioritise affordability when shopping for apparel, an equal share (46%) also place importance on high quality materials.  

Sustainability is also a key factor in their buying choices, with nearly six in ten (59%) either actively buying pre‑loved fashion (22%) or open to it (37%). Demand for re-sale fashion continues to soar – in its latest financial statement, pre-loved marketplace, Vinted, posted a +36% year-on-year rise in revenues, as second-hand becomes first choice, especially among younger cohorts.

Marketplaces top social channels for Gen Z fashion buys 

Marketplaces remain the channel of choice for Gen Z (38%) and Millennials (40%), ahead of High Street stores, brand websites, department stores and even social platforms.

“Gen Z are leading the charge this summer, and online marketplaces are their shopfloor of choice,” said Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay.

Price and promotion (42%), product quality and description (32%) and seller trust (27%) remain the top buying considerations for shoppers on marketplaces, highlighting key areas for merchants to focus on for customer engagement and advertising strategies. 

“By combining great deals with high‑quality, transparent listings and placing ads where they’ll have the most impact, sellers have a real opportunity to convert inspiration into action,” Mills added. “eBay Advertising gives brands and sellers the data‑driven tools to stay visible at the moments that matter – and turn browsing into buying.”