Gen Z isn’t who you think they are. They’re not just sipping iced lattes, scrolling TikTok and dodging adulthood. Fetch’s receipt-level data tells a far messier — and far more interesting — story.

And we’d know. With more than a third of our 12.5 million monthly active users under 27, Fetch is the ultimate Gen Z behavior translator.

As the #1 rewards app for this generation, Fetch has a front-row seat to what Gen Z is actually buying. From purchase spikes in unexpected categories to surprising shopping schedules, there’s a lot to learn about Gen Z consumers when you have the full picture.

Here’s what’s really in their carts:

1. Gen Z is parenting more than plants

Gen Z has a reputation for skincare splurges, snack runs and energy drinks. And sure—the receipts confirm it. But there’s another aisle this generation is quietly dominating.

% More Gen Z Spends compared to the Average Consumer, by Category

There’s a pacifier in that fanny pack. While the world envisions Gen Z with face masks and seltzers, the receipts show baby wipes and formula. This generation is quietly stepping into parenthood—diaper bag in one hand, wellness journal in the other.

2. Store brand? Gen Z isn’t buying it

Gen Z loves a deal, but not at the cost of their aesthetic. In certain categories — bath and shower, writing utensils and baked goods — this generation dabbles in buying private label. But zoom out, and store brands lose their grip.

Not everything can be duped. Only 8.51% of Gen Z’s purchases are private label products—less than every other generation. Even with the tightest budgets, they’re not trading down. Identity matters, and for Gen Z, generic just doesn’t make the cut.

3. Hating Mondays is out

Lunchbox beverage and snack categories don’t usually swing dramatically, but subtle shifts say a lot.

Monday’s in its “add-to-cart” era. Monday accounts for 13.32% of Gen Z’s receipts — more than any other generation. They’re outspending themselves on Tuesday, Wednesday and Thursday. With flexible schedules, side gigs and a light disregard for the 9-5, they’re treating Monday like Sunday 2.0 — with errands, impulse buys and post-work add-to-carts leading the way.

4. The Digital Generation shops IRL

Everyone bet on Gen Z going full e-comm. Turns out, they still want to touch stuff.

% More Gen Z Spends compared to the Average Consumer, by Category

They ghosted your app for aisle 7. Gen Z shops online less than Millennials and Gen X, with just 8.51% of spend coming from e-commerce channels. For a generation raised on WiFi, they’re surprisingly down to show up, try things on and buy in person.

Gen Z is shopping in ways no one saw coming. They’re skipping store brands, ghosting e-comm and showing up in the babycare aisle. We’re not just guessing — we have the receipts.

Fetch knows how this generation spends better than anyone because nobody else has the full picture. With personalized rewards and real-world value, we help brands to connect with Gen Z on their terms — and understand what actually drives them to spend.

Brands need to meet Gen Z where they are. Fetch is where that starts.