New research from Adobe Express reveals that a significant number of Gen Z consumers have never bought an item in a physical retail store, as a digital-first channel mix and convenience, price and trust dominate their spending habits.

Original research of 2,000 UK shoppers by Adobe showed that 40% of Gen Z have never bought from a bricks-and-mortar setting, underlining how digital-first their purchasing journeys have become.

Despite this digitally-led buying preference, Gen Z shoppers haven’t abandoned the High Street entirely – but they now demand new experiences from their physical buying journeys.

Separate data from American Express showed that 65% of Gen Z shoppers want the High Street to “deliver something they can’t get online.” Meanwhile 79% want physical retail to offer more than just transactional spaces, with more dining, drinking and leisure environments.

The Adobe Express study also showed that social commerce is becoming a mainstream shopping route, with 29% of Brits buying more via social media platforms.

Discovery-led shopping – driven by ads, creators, and shareable content – is playing a bigger role in purchase decisions than ever. And Millennials are driving this change, with 78% increasing their use of social media shopping over the past year.

But, despite the rise of digital retail, traditional advertising still holds power. A third of consumers (33%) say TV adverts remain the most influential driver of purchases, outperforming social media ads, influencer promotions and AI-driven recommendations.

Trust also remains a critical factor. Just 12% of respondents say they trust AI-based product recommendations, highlighting widespread scepticism toward AI suggestions.

This, Adobe suggests, highlights the role of technology in supporting discovery, while brands still need to focus on authenticity, transparency and real-world value to convert browsers into buyers.