Gen Z Shops with Their Inner Teen in Mind

Can Gen Z convince SSENSE to join TikTok's live shopping format?

The Brands Gen Z Can’t Wait to Shop on TikTok Live

Gen Z is starting to pay closer attention to TikTok’s LIVE Shopping feature, even if they haven’t fully embraced it yet. Currently, only 14.8% of Youthtellers aged 15-27 have made purchases via TikTok Live. But there’s a shift happening. Many admit they’re feeling less skeptical, as brands consistently use the same hosts for live shopping events and offer time-sensitive deals.

What gets Youthtellers excited? Hosts interact with viewers in real-time — answering questions, showing how products work or fit, and offering personalized advice, like suggesting the best size based on height and weight.

We also asked Youthtellers which brands they’d love to shop with on TikTok Live. The answers included Coach, Crocs, Nike, ELF Cosmetics, Juicy Couture, The Ordinary, Marshalls, and SSENSE. SSENSE stood out to us because we’re likely moments away from a luxury brand making waves in the space. For global brands, this is a unique opportunity to connect with Gen Z in a way that feels personal, engaging, and value-driven. This is a huge trend to get ahead of.

What’s on Gen Z’s Christmas Wish List This Year?

For a generation obsessed with shopping hauls and overconsumption, this year the hottest items have been decidedly simple, (dare we say?) practical, and even goal-oriented. Gen Z is still eyeing staples like Stanley cups, cash in hand, skincare, and, most notably, headphones. In fact, the majority of our respondents are hoping for headphones. If Santa is granting Christmas wishes, there will be a lot of MacBooks and iPads under trees across the U.S.

But it’s not just material goods they’re after—they also want things like "admission to one of my top preferred graduate schools," "to replace my old clothes," or a significant other.

Despite the trend toward practicality, some classic items still made their mark on Gen Z’s most-wanted list. Rhode and Rare Beauty are locked in a battle for beauty supremacy—like Jelena fans still clinging to the past—while UGG boots remain a winter staple. And, of course, no teen wishlist would be complete without a pair of Lululemon leggings.

Why Gen Z Shops with Their Inner Teen in Mind

For Gen Z, buying quirky little collectibles like Sonny Angels, Monchhichi, Jellycat plushies, and Calico Critters isn’t just about stuff—it’s about turning your life into a cozy, chaotic shrine to childhood. These tiny toys show up everywhere: stuffed in bags, perched on dashboards, and sprawled across bedroom walls like an army. It’s a combo of comfort, nostalgia, and aesthetic bliss.

These collectibles are like mini emotional lifeboats, holding on to those sweet, simpler days when you didn’t have to deal with adulting. Plus, owning these adorable little critters lets you bond with fellow Gen Z’ers who are all about creating that “I’m not letting go of my childhood” vibe. This is more than just collecting. Carrying a Sonny Angel in your purse or clipping a Jellycat to your belt loop carves out space for a small daily rebellion against the pressures of growing up.

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