Need some holiday shopping ideas? Gen Z and boomers both love this unexpected brand

Gen Z and boomers may not have much in common, but guess what? Both love Kohl’s.

That’s according to a new survey, The Consumer Sentiment Index, which answered 9,000 consumers from Gen Z to millennials, Gen X, and boomers about the factors that influence their purchasing decisions and which retailers they choose.

While all four generations certainly have different shopping and buying preferences, there have been some striking similarities, from where people like to shop.

Kohl’s is winning with pricing for Gen Z and boomers

When it comes to supermarkets, Kohl’s wins on price with 19% of Gen Z and 32% of boomers ranking it as their favorite.

While department stores struggle to attract younger shoppers, Seattle-based Nordstrom seems to be doing well, with the department store’s top millennial ranking at 22%. Meanwhile, 25% of Gen X chose the more affordable option, Macy’s.

How are Kohl’s and Nordstrom’s winning young demographics? According to the study, Kohl’s is using its relationship with beauty company Sephora to draw younger shoppers to its stores, while Nordstrom remains relevant, in part, by signing deals with popular brands like Kim Kardashian’s clothing line Skims.

Also worth noting: 90% of supermarket customers want to hear they’re getting the best deal, and 88% expect regular sales and discounts. However, they also have incredibly high expectations for fit coupled with high quality and craftsmanship. This puts supermarkets in a challenging position compared to “off-price” retailers such as TJ Maxx, Ross, and Burlington, which offer similar products at competitive prices, but are not expected to deliver the same quality.

Nike is a favorite of many generations

When it comes to athletic shoes, everyone from Gen Z to boomers has rated Nike number one. Across the board, the company that coined the phrase “just do it” does it over and over again.

And it wasn’t even close: most respondents ranked it 2.5 times more than the next name on the list. (For Gen Z and millennials, that was Adidas, while Gen X and boomers chose Footlocker.)

Ironically, as CNBC notes, the survey’s findings are in stark contrast to the financial performance of Nike and Kohl’s, with the shoe company reporting 8% to 10% lower sales this quarter.

So what explains this difference between how companies do financially, compared to how consumers choose them?

It turns out that both companies made some mistakes. Although consumers appreciate Nike’s innovation cycles and rapid development, and it has a strong connection with younger consumers, it does not sell enough sneakers. People simply spend less money on expensive sneakers and running clothes. The company is also facing competition for the Hoka brand, especially among the elderly.

Meanwhile, Kohl’s is struggling to attract consumers who spend less because of inflation and prioritizing basic and essential purchases.

What consumers really care about

The mantra this holiday shopping season is: “Right product, right place, right time,” with 55% of millennials and 56% of Gen X saying the most important factor in shopping is being able to find a product in stock and 66% of consumers who say they will shop at a different store if they can’t do this.

Another surprise: Brick-and-mortar stores are still important, especially to millennials (84%) and Gen X (82%), who call them “very important” and prioritize stores that are easy to get to.