Here’s what’s on Gen Z’s ‘micro-spending’ wish list

“Our research shows a significant portion of Gen Z is interested in collectibles like art, sneakers, and fine wine, viewing them as alternative investments to traditional assets such as stocks and bonds,” Kenyon said.

Some tangible investments are more unusual, however. Take Sonny Angel dolls. The collectible figurines experienced a worldwide shortage earlier this year as Gen Zers in the US became obsessed with having them all, a spokesperson for Sonny Angel distributor Dreams USA told BI.

Gen Z influencer Bretman Rock’s Sonny Angel unboxing videos have raked in millions of views on TikTok as the dolls became nearly impossible to find in person. They regularly sell for more than their retail price online.

When they are available online, one Sonny Angel box can sell for $10 to over $35. While this may seem strange to some, Kenyon said collectibles like this provide “immediate enjoyment,” and they could even have long-term value.

They’re adhering to trends

Lip gloss phone cases and fancy water bottles (Stanley and Owala stand out as favorites) have also become massively popular with young people, helped by going viral on social media. Kenyon calls them Gen Z’s “emotional support objects.”

“These objects fill the emotional gap left by strained social connections, becoming symbols of self-care and security,” she said.

But Gen Z is still finding ways to express themselves

Whether it’s experiences like concerts or attending a friend’s gatherings, Briggs said Gen Z wants to express themselves and feel a sense of autonomy.

That’s reflected in shopping for new outfits. “Everyone is kind of leaning into personal aesthetic,” Owens told BI.

For some, that means upgrading their style by moving away from the quiet luxury trend and saving up for expensive statement jewelry, according to both Owens and Kenyon.

“These pieces not only serve as expressions of self but are also seen as valuable investments,” Kenyon said.