Retail sales trends through the lens of International shopper spending. Planet data analysis and segmentation across generations, luxury and mainstream brands, outlets and full price stores. Growing demand of mobile payments and considerations on sustainability.
7. Age Bands
Age Band Spend % by City (2019 YTD)
Gen Z Aged 1-18*
Gen Y Aged 19-38*
Gen X Aged 39-54*
Baby Boomers Aged 55-73*
Traditionalists Aged 74-81*
*Age in 2019
More than expected Less than expected
City Gen Z Gen Y Gen X
Baby
Boomers
Traditionalists
Milan 3% 46% 38% 13% 1%
Venice 2% 51% 35% 12% 0%
Florence 4% 46% 33% 15% 1%
Rome 4% 47% 36% 13% 1%
Outlets 3% 51% 36% 11% 0%
Total Italy 3% 48% 36% 13% 1%
8. These young shoppers over-index
significantly more than their fair share
Gen X shoppers make up 27% of the
population however are worth 36% of
Tax Free Shopping Sales in Italy
Gen Y (Millennials) over-index even
further, making up 22% of the
population by equating to 48%
of all spend.
Millennials and Gen X are
big spenders
Planet Tax Free Shopping Sales 2019
Sales in Store%Population %
Sales in Store % vs. Population % - Age Bands –
Italy - 2019
Gen Z Gen Y (Millennials) Gen X Baby Boomers Traditionalists
1%
13%
36%
48%
3%
5%
22%
27%
22%
23%
Italian Sales in Store % vs. World Population %
Age Bands – 2019
9. Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 2% 53% 34% 11% 0%
USA 4% 28% 44% 22% 2%
Russia 1% 37% 50% 11% 0%
Korea 4% 54% 30% 12% 1%
Taiwan 1% 51% 36% 12% 0%
Venice % 2% 51% 35% 12% 0%
Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 2% 61% 30% 6% 0%
USA 3% 31% 41% 23% 2%
Russia 3% 41% 47% 9% 0%
Korea 4% 49% 36% 12% 0%
Taiwan 2% 45% 38% 14% 0%
Milan % 3% 46% 37% 13% 1%
Age Band Spend % by City
Milan
Venice
More than expected Less than expected
10. Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 3% 67% 25% 5% 0%
USA 4% 30% 43% 21% 1%
Russia 3% 44% 45% 8% 0%
Korea 5% 73% 18% 5% 0%
Taiwan 2% 56% 33% 9% 0%
Rome % 3% 47% 35% 14% 1%
Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 3% 66% 26% 5% 0%
USA 6% 27% 39% 25% 2%
Russia 3% 38% 47% 13% 0%
Korea 5% 71% 18% 6% 0%
Taiwan 2% 53% 34% 10% 0%
Florence % 4% 46% 33% 16% 1%
Age Band Spend % by City
More than expected Less than expected
Florence
Rome
11. Age Band Spend by Outlets
Age Band Nationality Spend: Outlets
Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 2% 58% 34% 7% 0%
USA 4% 26% 47% 23% 1%
Russia 3% 45% 44% 7% 0%
Korea 3% 67% 21% 8% 0%
Taiwan 2% 47% 37% 14% 0%
Outlets % 3% 51% 36% 11% 0%
12. Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 3% 60% 30% 7% 0%
USA 3% 23% 39% 32% 2%
Russia 3% 50% 39% 8% 0%
Korea 5% 55% 28% 12% 0%
Taiwan 5% 46% 34% 16% 0%
Total % 4% 47% 36% 13% 0%
Gen Z Gen Y Gen X Baby Boomers Traditionalists
China 2% 58% 31% 9% 0%
USA 4% 29% 40% 25% 2%
Russia 3% 41% 47% 10% 0%
Korea 4% 66% 22% 8% 0%
Taiwan 2% 51% 35% 12% 0%
Total % 3% 48% 36% 13% 1%
Age Band Spend % by Luxury Tier
More than expected Less than expected
Luxury Brands
Mainstream Brands
13. This demographic, which
incorporates both younger
Millennials and older members
of Generation Z.
They cannot envisage a
world without the internet or
smartphones, and their priorities
and preferences are reshaping
the corporate world.
Generation Hashtag are mobile and internet reliant
Global Data 2019
14. Generation Hashtag makes up one
quarter of the world's population and
its influence will only increase as its
members continue to enter the
workforce.
This new breed of consumers demand
a personalized, convenient, omni-
channel experience and companies
must adapt or risk becoming obsolete.
A key and growing
demographic
United Nations World Population Prospects 2019
1,9 bn
1,8 bn
1,5 bn
1,0 bn
0,6 bn
0,0 bn
0,2 bn
0,4 bn
0,6 bn
0,8 bn
1,0 bn
1,2 bn
1,4 bn
1,6 bn
1,8 bn
2,0 bn
0-14 15-29 30-44 50-64 65+
Estimated World Population by Age Band – 2020
(bn)
Estimated word population (bn) by age band - 2020
15. Only 18% of Generation Hashtag saw
recommendations/promotions from
a travel agency as a key influencer*.
However Expedia found that the
majority (87%) of US millennials
utilized online research rather than
offline to plan their next holiday
vacation.
80%of Ctrip travel bookings and
payments are via mobile; the
remaining 20% are online.
Online research is a key
driver of decision making
*Global Data Global Consumer Survey Q3 2018
16. *New World Associates 2019
The ‘instagrammability’
of a destination holds
major influence
Travel influencers on Instagram are
now more trusted than travel advisors
40% of global tourists now use the
prospective ‘instagrammability’ of a
destination or the ‘picture-
worthiness’ of a place as a key
motivator behind their next holiday
vacation*.
17. Companies are adopting
technology to further aid
the traveller experience
In order to appeal to the digital natives
behind the hashtag generation more
retailers /attractions are frequently
investing in technology integration
18. Alongside customisation studios this
store features the ‘Speed Shop’.
Customers can reserve shoes online to
try on in-store. These customers will find
a locker with their name on, which can
then be unlocked via their smartphone.
Mobile check-out is also available,
meaning customers do not even
need to speak to anyone
Nike’s “House of Innovation
000’” flagship store
19. 86%
67%
64%
61%
47% 46%
45% 45% 45%
40%
86%
48%
42%
37% 38% 38%
25%
31%
27%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China Thailand Hong Kong Vietnam Indonesia Singapore Middle East Philippines Russia Malaysia
% of country population who made at lease one purchase with a
mobile phone – Top 10 Markets
The use of mobile payments
continues to grow rapidly,
driven largely by South Asia.
8 out of the largest 10
markets are from this
region.
Although China leads the
pack in terms penetration,
Vietnam and the Middle East
saw the largest growth –
both over 20%.
The demand for faster payment grows
Source – PWC Global Consumer Insights Survey 2019
% of country population who made at least one purchase with a mobile phone –
Top 10 markets
2019 2018
20. Generation Hashtag is considered to be
a driving force for societal change,
encouraging manufacturers to act
responsibly, highlighting a key audience
to target with sustainable and ethical
offerings.
Recent studies show that more than
9 in 10 Gen# would switch brands
to one associated.
Generation Hashtag value
sustainability
Global Data consumer survey 2019
19%
30%
32%
12%
23%
32%
30%
11%
0%
5%
10%
15%
20%
25%
30%
35%
Always influences my
product choice
Often influences my
product choice
Somewhat influencesmy
product choice
Rarelyinfluences my
product choice
How much influence does sustainability have on your
product choice?
Gen Hashtag Global
21. Alipay’s Ant Forest plants
122m trees
Over 500m people are using Alipay’s “Ant Forest,” an
in-app program that rewards users for making small,
environmentally friendly decisions in their daily lives
through “green energy” points.
These points can be redeemed to plant tree in areas
that need vegetation.
So far, 100 million real trees, covering a total area of
933 square kilometres, have been planted.
