Gen Z to redesign holiday expectations

Press enter to search
Close search
Open Menu

Gen Z to redesign holiday expectations

By Louisa Hallett - 10/17/2018
With a tight holiday labor market this season, Gen Z may be a retailers saving grace.

Retailers are trying to get a headstart with their holiday hiring strategy, but not all the available positions will likely be filled.

However, according to a new survey done by Profitect, Gen Zers, aged 18-22, are already taking the retail industry processes by storm as both consumers and employees. The exclusive survey showcased that retail is still demonstrating its stronghold for entry-level jobs with young Americans, since nearly half of all respondents (44 percent) have experience working in a retail or grocery store. What’s more, 65 percent of these Gen Zers proved that antiquated processes in task management and reporting across today’s workforce landscape will be a detriment when attracting this new generation.

Related: Michaels crafts holiday hiring strategy

“Like the Millennials before them, Gen Z sales associates bring their own set of characteristics and expectations into the workforce,” said Guy Yehiav, Chief Executive Officer of Profitect. “Gen Zers are true digital natives since they have never known life without the internet, technology, mobility, or social media. Companies will need to continue to innovate and modify existing operational and task management approaches to continue to change the workforce based on their specific wants and needs.”

The labor market is forcing retailers to rethink their approach to hiring as a smaller pool of workers seeks more flexibility, training and pay. Many retailers who saw the labor market tighten several years ago responded by increasing wages and improving benefits. Most notably, Walmart increased its starting wages each of the past three years, prompting other retailers to raise their entry level wages. Other retailers have employed more unconventional methods to position themselves as an employer of choice. For example, the Buc-ee’s chain of more than 30 convenience stores opened a new location in the Houston suburb of Katy last year and sign hung above the exit lets shoppers and potential job-seekers know hourly pay rate by type of position and benefits such as three weeks of vacation and 401K.

Related: Retailers face unprecedented holiday hiring challenges

According to Profitect, as Gen Zers continue to join the workforce, companies must adapt their current management practices and task management approaches to fit the needs of a younger digital generation. According to the survey of more than 1,000 U.S. Gen Z shoppers, of those who have worked in retail or grocery stores, 65 percent of respondents have had to analyze reports as part of their job. However, two-thirds of those respondents claimed the reports are too long and time-consuming. And an additional 30 percent felt that reports are not relevant to the job or too complicated to understand.

To read Profitects full survey report, click here.