Gen Z to Spend Big on Black Friday – Reach Them with Podcasts

Why Brands Should Invest in Podcast Advertising for Black Friday Now to Capture Gen Z’s Spending Power

With Gen Z expected to spend over £556 million this Black Friday and Cyber Monday, brands need to act quickly to capitalise on this generation’s buying potential. A recent UNiDAYS survey of 8,000 UK students reveals that nearly half of Gen Z shoppers plan to make significant tech purchases, while 60% are looking for fashion deals, and 45% for beauty bargains. Despite financial pressures, younger shoppers are eager to snap up deals, especially in categories like tech, fashion, and beauty.

This shift in Gen Z’s spending patterns highlights the need for brands to tailor their marketing strategies to meet them where they are most engaged. Podcast advertising has emerged as a powerful tool for reaching Gen Z, thanks to its ability to create authentic, personalised connections with listeners. Unlike traditional media, podcasts are intimate and often feature trusted influencers, which gives podcast ads a unique edge. This makes it easier for brands to build trust and convey their value directly to a generation that prizes authenticity.

Why Podcast Ads Work for Gen Z

• Authenticity & Trust: Gen Z values genuine, relatable content. Podcasts offer a direct, conversational platform where hosts often share their own experiences with products, which resonates with younger audiences.
• Listener Engagement: Podcast listeners, especially among Gen Z, are highly engaged and attentive, meaning brand messages come across more organically. Research shows that Gen Z is more likely to act on recommendations from podcasts than from other forms of advertising.
• Relevance: By booking ads now, brands can ensure that their promotions reach Gen Z shoppers during their peak buying period, right when they are actively searching for deals on products they care about.

Securing Early Placement

Black Friday to Christmas is one of the busiest seasons for advertising, and premium podcast slots are likely to fill up fast. Brands that move quickly to book podcast ads will secure the most desirable spots and ensure that their Black Friday campaigns reach their target audience in time.

With Gen Z’s spending power poised to shape this year’s Black Friday, brands can’t afford to miss out on the opportunity to engage this highly motivated group of consumers. By leveraging the trusted and intimate nature of podcasts, marketers will not only see immediate returns but also build lasting loyalty that extends well beyond the holiday season.