From discovery to purchase: How creators shape Gen Z's festive shopping - The Economic Times

About 34% of Gen Z turn to social platforms for inspiration and ideas, and 28% use them to coordinate plans or gifting, per a study conducted by social media app Snapchat and market research firm GWI. The research, titled ‘Unlocking India's Gen Z Shopping Circles’ was conducted in June with 1,000 participants between the age group of 16-27.

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