April 20, 2026 • 5 minute read
Author: Jessica Denbo Smith, Director, US Marketing, UPS

• Gen Z is expected to become the wealthiest generation by 2035, making them a future growth driver for luxury and premium goods brands.¹
• Gen Z (born 1997 to 2012) are intentional shoppers, prioritizing transparency, certainty and visibility throughout the buying journey.
• The post-purchase experience is increasingly part of how premium brands are evaluated, especially among digitally native customers like Gen Z.

A massive shift in wealth is expected to unfold by 2035, and it’s already starting to redefine the way luxury and premium brands operate. Understanding why a shift in wealth is set to occur, how the shift will unfold, and who will be affected can help retailers anticipate future consumer expectations and proactively design experiences that build loyalty.

The Great Wealth Transfer represents a significant shift of approximately $72 trillion in assets. By 2035, the money will begin to flow from baby boomers to younger generations through inheritance, gifting and estate planning, making it the largest generational transfer of wealth on record.¹

What distinguishes this wealth transfer from past generational shifts isn’t just the amount of money that will change hands—it’s the influence these beneficiaries have right now on retail, luxury and premium brands.

Younger consumers, who have direct access to information across physical, digital, and social channels, are already deciding which brands they trust, long before receiving their inheritances. This demographic is forming opinions and preferences based on product consistency, brand values, communication and delivery reliability.

Gen Z (born 1997 to 2012) may just be starting out on their journey to affluence, but by 2035, they’re projected to be the wealthiest generation.¹ Over the same time frame, the luxury and premium goods industry is expected to see substantial growth, with forecasts indicating the market value will reach $725 billion by the mid-2030s.²

These parallel trends help explain why Gen Z's shopping expectations are already shaping how premium experiences are defined.

According to new data from the “UPS B2C Retail Consumer Study,” which is featured in the report, “The Consumer Trends Shaping Retail Strategies in 2026,” Gen Z shoppers are deliberate and highly informed, prioritizing transparency, certainty and visibility when making purchasing decisions. They research products extensively, compare options and expect clarity throughout the buying journey. In fact, nearly half of Gen Z survey respondents in the UPS study rank affordability, value for the money and product availability as their top purchasing priorities.*

For luxury and premium brands, these behaviors represent a shift in how value is assessed. When post-purchase expectations are met, or better yet, exceeded, confidence grows. When they are not, even a strong product experience can be minimized.

Gen Z shopping behaviors closely mirror how luxury buyers evaluate discretionary spending for high-value purchases, for whom the experience surrounding the product, including delivery, is just as important as the item itself.

These expectations extend beyond the point of purchase and into the post-checkout experience for luxury and premium brands. Delivery updates, packaging and open communication reinforce brand credibility, particularly for high-value purchases.

Delivery has become a vital element of the brand experience and a clear signal to customers of reliability and trustworthiness. When post-purchase performance falls short, it can undermine confidence at a moment when customers are most attentive, particularly for high-value or first-time premium purchases. And as preparation for the Gen Z wealth transfer is underway, retailers are wise to pay attention so they can capture that loyalty for the long term.

UPS research shows that Gen Z places a high priority on transparency throughout delivery, expecting clear timelines, real-time tracking and proactive notifications. In fact, 38% of shoppers check delivery tracking daily, underscoring the importance of brand-shopper communication.** For retailers, post-purchase experiences can be a vital and lucrative competitive differentiation.

Delivering this level of post-purchase performance requires cross-functional coordination. Order management, fulfillment operations, tracking visibility and customer communication must work seamlessly.

Gen Z's purchasing power will continue to grow, but their expectations for the post-purchase experience are already firmly established.

They want:

• Transparency about final price and exactly when the order will arrive. Reliable delivery windows and real-time tracking set those expectations. “The next generation of shoppers are digital natives, and they’ve come to expect full transparency and a frictionless end-to-end experience,” says Zachary Kotleski, High Value Goods Strategic Lead, UPS. “When it comes to pricing, brands must be transparent and upfront. There can’t be any surprises at checkout.”
• Certainty that the delivery will arrive on time, every time. Peace of mind matters more than the speed.
• Convenience and frictionless product discovery across channels. About 53% of UPS survey respondents report that they begin their shopping journey online.***
• Independence and autonomous decision making. About 21% of respondents said they prefer self-serve customer service.****

These expectations provide a clear window for luxury and premium goods brands to prepare. Key areas to assess include:

• Treat post-purchase as part of the brand promise: Evaluate delivery, tracking and communications as part of the premium experience.
• Deliver speed with certainty: Set and communicate clear delivery timelines at checkout, and ensure you consistently meet them through reliable logistics partnerships.
• Provide end-to-end visibility: Ensure customers have real-time insight into every stage of the buying and fulfillment journey.
• Design for flexibility and scale: Build fulfillment strategies that adapt to demand swings without degrading the experience.
• Reinforce brand values after checkout: Use packaging, delivery options and convenient returns as proof of the brand's commitments.

As shopper expectations rise, delivering predictable timelines, real-time visibility and consistent communication requires coordination across systems and partners. For many retailers, delivering a premium post-purchase experience requires a logistics partner that can support flexibility, agility and dependability.

In other words, a partner that ensures you can deliver on your brand promise. Preparing for the next generation of high-value customers is about building readiness now. Retailers that invest in post-purchase experiences will be better prepared to meet the demands of younger shoppers and remain a top brand choice as their ability to spend continues to grow.

Questions from the “UPS B2C Retail Consumer Study:”
*Which of the following factors are priorities when you are making purchases? ** You mentioned you track your deliveries.
How frequently do you track them? *** Where do you usually search for a product? ****What is your preferred method of customer service?

¹ “The Great Wealth Transfer Is Happening But Not in the Way You Think,” Forbes, December 17, 2024.
² “Luxury Goods Market Size, Share, Trends, Industry Analysis Report: By Product,” Polaris Market Research, May 2025.

^{Individual results and options will vary. UPS makes no promises of any specific outcome in this document but instead provides only example outcomes based on certain UPS customer experiences.}