Most Gen Z consumers enjoy receiving product samples, which are often a deciding factor in their purchase decisions, according to “Gen Z Wants Product Samples ― With a Few Changes, Please,” based on a July 2022 survey of more than 1,000 consumers ages 13 to 25 by Advantage Solutions. What’s more, six in 10 teens and young adults surveyed say they’re likely to share a positive experience with a product sample on social media.
Sampling is a very effective way to influence Gen Z purchases, with seven in 10 survey respondents saying food samples are very influential or “often a deciding factor” in post-sampling purchases. Two-thirds of female teens and young adults are swayed by beauty samples and nearly 60% of males say beverage samples are often a deciding factor in their purchases.
Among the report’s other key findings are:
- Gen Z consumers are most likely to try a sample while at a physical mass retail, club or grocery store, but half or more say they’re likely to try one nearly anywhere and any way they’re offered, including at an event, such as a concert or sporting event; at a venue, such as a health club; or delivered with a subscription box or online order for clothing or other non-grocery items.
- Six in 10 Gen Z consumers said simply liking a sample is one of their Top 3 motivators for buying the product, though females (64%) are more likely than males (52%) and teens (74%) are more likely than young adults (59%) to say so.
- Nearly six in 10 said a product’s price or value is a top motivating factor to make a purchase post-sampling.
- Unwanted or “not relevant” samples are most likely passed along to a friend or family member (74% of Gen Z consumers do this) or donated (26%).