Yes, it might come as a bit of a surprise but Generation Z is actually shifting more toward brick-and-mortar stores, especially for clothing. From Instagram to department stores to pop-up shops to convenience store chains to specialty stores, they actually shop via multiple formats, a podcast episode of the McKinsey Podcast revealed. Basically, Gen Zers will often browse online, but go to the physical store to purchase the products as they want to enjoy the in-person customer experience too.