Gen Z: Financially Cautious, Weekend Homebodies?

Are Generation Z homebodies? According to a survey by The Harris Poll, the cohort aged 18-29, do spend a lot of time at home on the weekends.

Researchers at the firm found that staying in is intentional and not antisocial. The survey also showed that Gen Z is the loneliness generation.

The research report, titled the “Gen Z Weekend Report,” revealed that 51 percent of respondents report experiencing “weekend loneliness,” which is the highest of any generation and 37 percentage points above Baby Boomers.

The research also showed that 65 percent of those polled say they experience their social life more via a phone than in person. And close to half of the respondents said they don’t have enough friends to spend time with offline.

For retailers and brands, the implications of the survey results expose a need to reimagine how to engage and market to Gen Z.

Other key findings include that 74 percent of those polled said they stay in for at least half their weekend, while 73 percent said staying in has become their “default plan.”

“But this is self-care with a side of savings, not withdrawal,” the report’s authors said, adding that the top reasons “are saving money (49 percent) and recharging physically and mentally (47 percent).”

The research also showed that 68 percent of Gen Z say going out isn’t worth the impact on their wallet, while 62 percent said they avoid making weekend plans at all to sidestep the financial regret afterward. “This is sharpest among the most squeezed: 42 percent of Gen Z renters and 41 percent of Gen Z women say they simply can’t afford ‘fun.’”

Gen Z is also avoiding certain social scenes. Eighty-eight percent of respondents acknowledged actively avoiding at least one social setting. Of those polled, 38 percent said they avoid loud, crowded spaces, while 73 percent preferred more settings where alcohol isn’t the main focus. And 76 percent of Gen Z said they want “less overwhelming environments,” while 79 percent preferred more affordable ways to spend time out. Fifty-four percent said they preferred daytime activities over nighttime.

Sixty-five percent of Gen Z (and 70 percent of Gen Z women) said they feel more socially connected in “wellness-focused” settings versus traditional nightlife. “Gen Z women are driving this shift, consistently more likely to want alcohol-optional (75 percent) and low-pressure (82 percent) experiences,” the report’s authors said.

When it comes to other weekend rituals, 71 percent cited watching TV, streaming or gaming as the top activity. Sixty-nine percent said they preferred doomscrolling online or on social media. Spending quality time with family was noted by 66 percent of those polled.

These findings signal a meaningful shift in how fashion brands should think about occasion-based dressing and marketing to Gen Z consumers. With 74 percent staying in for at least half their weekend and traditional going-out culture losing its grip, retailers can no longer rely solely on messaging built around nightlife, going-out looks or event-driven purchase triggers.

Instead, brands may have an opportunity to expand into “at-home” and “low-key” categories such as elevated loungewear, comfortable-yet-photogenic athleisure and versatile pieces that work for daytime activities, wellness outings or video calls with friends rather than crowded bars or parties.

Since Gen Z is also prioritizing value and financial caution, with 68 percent saying going out isn’t worth the cost, retailers and brands should consider how pricing, cost-per-wear messaging and transparent value propositions resonate with a generation actively avoiding “fun tax” regret.

Marketing strategies also need to adapt to Gen Z’s phone-first social life and preference for lower-pressure environments. Since 65 percent of respondents said they experience socializing more through their phones than in person, brands might need to double down on digital and social commerce experiences that make shopping itself feel like a social, low-stakes activity.

This could take the form of shoppable livestreams, community-driven content or app-based try-on features that reduce the friction and anxiety of in-person retail.

In addition, the strong preference for wellness-focused, alcohol-optional and daytime settings suggests brands should consider event strategies (pop-ups, activations and brand partnerships) that align with these values. This could be daytime wellness collaborations and quiet or “no-pressure” store hours, as well as partnerships with fitness and mindfulness communities instead of traditional nightlife-adjacent sponsorships.