Impulse Buying on Social Media Soars Among Younger Generations

A recent GoDaddy survey has shed light on how Gen Z and millenials approach shopping on socual media, revealing that many users are inclined to impulse-purchase if they are given the right conditions. The data, collected from 1,500 U.S. consumers in September, reveals that over 20% of respondents make weekly purchases via social platforms, with impulse buying being particularly prevalent among younger generations.

Among the findings, Facebook emerged as the leading platform for social shopping, driven primarily by Millennials. Over half (52%) of Millennials reported making purchases on Facebook in the last three months, a higher rate than any other generation. Meanwhile, Gen Z showed a strong preference for TikTok, with a similar proportion of users having made purchases on the platform in the same period.

Instagram also remains a significant player, ranking as the second most popular shopping platform for both Gen Z (44%) and Millennials (39%). Gen X and Boomers, by contrast, demonstrate less engagement with social commerce overall, with roughly half reporting any social media purchases at all.

The survey revealed that the majority of Gen Z (80%) and Millennials (79%) have made social media purchases, with over 60% shopping at least monthly. However, most keep spending relatively modest, with 44% of Gen Z and 38% of Millennials avoiding purchases over $50.

Despite the growing trend, concerns over legitimacy and shipping remain significant obstacles. Nearly half of consumers across all generations cited mistrust of sellers and high shipping costs as deterrents. On the other hand, once users find a seller or platform that they trust, they seem primed to make multiple purchases as long as they have the funds and interest to do so – meaning both wider acceptance of online shopping and more opportunites for social platforms to capitalise on these habits.