Gen Z embraces luxury grocery hauls as new status symbol

Gen Z is increasingly showcasing high-end grocery purchases on social media, particularly from the upscale Los Angeles store Erewhon. TikTok influencers highlight expensive items like celebrity smoothies and boutique snacks, creating a trend of luxury grocery hauls. A recent survey found that groceries are now the top splurge category for Gen Z and Millennials, surpassing spending on clothing and entertainment. This trend contrasts with a significant portion of Americans who report skipping meals due to financial constraints. Some young consumers are prioritizing luxury snacks despite financial challenges. They view these purchases as affordable indulgences, similar to the "Lipstick Effect," where people buy small luxuries during tough economic times to boost their spirits.