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Celebrity and singer endorsements were ranked the lowest, at 6% and 7% respectively. 89% of Generation Z respondents also said they would be more likely to enter a store based on where their friends shop. Digital in their DNA Generation Z is already buying online, and often. 50% of Generation Z respondents stated that they shop online at least once a month. Of those making online purchases within the last 12 months, 77% stated they have purchased something from Amazon, and 34% have purchased something from eBay. Tips For Retailers HRC Retail Advisory notes that retailers need to consider the