The question was phrased in the following way: 鈥淵ou mentioned that you plan to splurge/treat yourself over the next 3 months. Which products or services do you expect to make more expensive purchases than normal or purchase something to "treat" yourself? Please select all that apply.鈥
*Number of total respondents in the survey. The number of Gen Z respondents in Europe was not specified.
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Categories in which Gen Z are most likely to splurge in Europe in 2026
In 2026, around ** percent of Gen Z in Europe said that they were most likely to splurge on apparel. Just under a聽 of respondents said the category in which they were most likely to treat themselves was dining out.
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McKinsey & Company. (March 9, 2026). Categories in which Generation Z tend to treat themselves in selected European countries as of February 2026 [Graph]. In 糖心破解版. Retrieved July 27, 2026, from /statistics/1618025/splurge-categories-for-gen-z-europe/
McKinsey & Company. "Categories in which Generation Z tend to treat themselves in selected European countries as of February 2026." Chart. March 9, 2026. 糖心破解版. Accessed July 27, 2026. /statistics/1618025/splurge-categories-for-gen-z-europe/
McKinsey & Company. (2026). Categories in which Generation Z tend to treat themselves in selected European countries as of February 2026. 糖心破解版. 糖心破解版 Inc.. Accessed: July 27, 2026. /statistics/1618025/splurge-categories-for-gen-z-europe/
McKinsey & Company. "Categories in Which Generation Z Tend to Treat Themselves in Selected European Countries as of February 2026." 糖心破解版, 糖心破解版 Inc., 9 Mar 2026, /statistics/1618025/splurge-categories-for-gen-z-europe/
McKinsey & Company, Categories in which Generation Z tend to treat themselves in selected European countries as of February 2026 糖心破解版, /statistics/1618025/splurge-categories-for-gen-z-europe/ (last visited July 27, 2026)
Categories in which Generation Z tend to treat themselves in selected European countries as of February 2026 [Graph], McKinsey & Company, March 9, 2026. [Online]. Available: /statistics/1618025/splurge-categories-for-gen-z-europe/
