# Browse Buying Sprawling, multi-option retail spaces speak to the Gen Z way of shopping. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Apr 4, 2018 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/browse-buying ## Key Figures - Trend score: 6.1/10 - Evidence articles: 7 ## What is the Browse Buying trend? **Browse Buying:** The fast pace society adheres to in the digital age has set the tone for convenience and speed in the retail space. However, as Gen Z ages, their propensity for leisurely in-store shopping ushers in sprawling spaces designed for browsing. The youth generation enjoys this approach as it taps into a predator-prey aspect of shopping that they enjoy. Unlike Millennials, this generation sees a product as a means of expression more powerful than an experience or memory and enjoys taking the time to find and choose the right item. ## At a Glance - Evidence: 7 featured examples - Articles from: May 18, 2016 to Dec 12, 2019 - Published: Apr 4, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America, Europe, Asia ## Examples of the Browse Buying trend 7 featured examples from May 18, 2016 to Dec 12, 2019. - [Glamorous eCommerce Flagships](https://www.trendhunter.com/trends/missguided): Missguided's New Flagship is the eTailer's First Standalone Store (Category: Fashion) Implication: The fashion industry can benefit from opening innovative flagship stores that allow customers to interact with products and brands in a more tangible way. - [eCommerce Bargain Shops](https://www.trendhunter.com/trends/10-and-under): Items from Amazon's '$10 & Under' Collection Ship for Free (Category: Business) Implication: The introduction of a low-cost shopping collection with free shipping presents an opportunity for eCommerce platforms to replicate this model and attract cost-conscious consumers. - [eCommerce Pop-Up Gift Guides](https://www.trendhunter.com/trends/pop-up-gift-guide): Amazon and Refinery29 Launched a Pop-Up Shop Version of a Gift Guide (Category: Special) Implication: In the eCommerce industry, implementing immersive experiences and brand activations can enhance customer engagement and drive sales. - [Sprawling Accessories Stores](https://www.trendhunter.com/trends/ardene): Ardene is Set to Open a Series of Large-Format Stores in Canada (Category: Business) Implication: Fast fashion brands can capitalize on the trend of opening large-format stores to showcase a wide range of products and attract a younger consumer base. - [Tech-Enabled Fashion Shops](https://www.trendhunter.com/trends/fashion-retail-store): SELECTED's Future You Fashion Retail Store Shares Elevated Experiences (Category: Business) Implication: Fashion retail stores can leverage technology to create an interactive and seamless shopping experience, resulting in increased customer engagement and sales conversion. - [Compact Korean Shopping Malls](https://www.trendhunter.com/trends/el-cube): The Lotte El Cube Mall Caters to Young, Fashion-Conscious Shoppers (Category: Art & Design) Implication: Department stores can use the compact, niche-oriented concept of Lotte El Cube Mall to revitalize brick-and-mortar locations and target younger consumers. - [Kid-Focused Department Stores](https://www.trendhunter.com/trends/department-store-for-kids): 'Kid Cavern' is Launching a Department Store for Kids in Liverpool (Category: Life-Stages) Implication: Kid-focused department stores tap into the growing market for products and experiences tailored to children and their parents. **Workshop question:** How are you helping your younger consumers express themselves? ## Themes within the Browse Buying trend ### Browsing as an Experience Traditional retailers can lure millennials back to brick-and-mortar locations by creating sprawling and immersive shopping spaces that allow for leisurely browsing and tap into a predator-prey aspect of shopping that Gen Z enjoys. ### eCommerce to Brick-and-Mortar eCommerce retailers are setting up physical stores as a way for customers to have a hands-on and immersive shopping environment, while still adhering to convenience and speed. ### Tech-Enhanced Shopping Brick-and-mortar stores are embracing modern technology to create immersive and interactive shopping experiences that appeal to the next generation of consumers. ## What the Browse Buying trend means for industry ### For Fashion Retail Brick-and-mortar and eCommerce shops in the fashion industry are using creative strategies to attract and retain customers by creating memorable and immersive shopping experiences. ### For Department Stores Department stores are evolving to include large-format stores and kid-focused spaces to create a family-friendly shopping environment that caters to all ages and interests. ### For eCommerce Online retailers are utilizing pop-up shops as a way for customers to connect with the brand while showcasing a range of products and delivering differentiated experiences on the way to purchase and increasing their loyalty. ## Trend signals for Browse Buying Trend score 6.1 out of 10, from popularity 84%, activity 90%, freshness 9%. - Popularity: 84% - Activity: 90% - Freshness: 9% ## Recent trend clusters - [Persistent Context](https://www.trendhunter.com/protrends/persistent-ai-systems) (Tech) - [Pastry Echoes](https://www.trendhunter.com/protrends/holiday-treat-flavors) (Lifestyle) - [Rebuilt Nutrition](https://www.trendhunter.com/protrends/protein-supply-expansion) (Lifestyle) - [Play Modularity](https://www.trendhunter.com/protrends/portable-gaming-setups) (Tech) ## Trending in Business - [Playful Holiday Merchandise](https://www.trendhunter.com/trends/playful-holiday-merchandise) - [Hybrid Slim-Display Watches](https://www.trendhunter.com/trends/hybrid-slim-display-watches) - [Social Wellness Destinations](https://www.trendhunter.com/trends/sweat-and-tonics-new-yorkville) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) All articles: [Business](https://www.trendhunter.com/business)