Gen Z Event Spending Diary
Pride 2024
Finding the perfect aesthetic for Pride 2024 was paramount for 22-year-old Anoushka. That’s why she started shopping for beauty and makeup products three weeks before the event so she could test out samples in-store and perfect her look.
Get to Know Anoushka
Age: 22
Gender Identity: Female
Location: New York City
Enjoys: Painting, bookbinding, linoleum printmaking, jewelry-making, product design, reading
Area of Study: Business with a concentration in Marketing and Operations Management
Favorite Types of Events: Concerts, festivals, local brand pop-ups, sporting events
Favorite Brands: Teuta Matoshi, Lirika Matoshi, Selkie, House of CB, and Hass Idriss. Purchases from Target, H&M, Windsor, TJ Maxx
Social Media Platforms: Instagram
Aesthetic: Values comfort over style in clothing. Has a weakness for pretty dresses and tends to splurge on them. Admires the cottagecore aesthetic. Style reflects a Cali-girl vibe, influenced by being from California.
Anoushka's Shopping Style
An In-Store Shopper
Anoushka turns to Instagram and Amazon to discover new products, but she prefers to shop in-person at places like Target and Sephora.
Especially when it comes makeup and beauty products, she likes to explore brands and try out different options in a physical store environment.
A Self-Described Impulse Buyer
When it comes to things like jewelry or sweet treats, Anoushka's willing to open up her wallet to make an unplanned purchase.
She's especially drawn to handmade products like jewelry. Anytime she finds herself at a street market or festival, she usually ends up with at least one purchase—often a new pair of earrings.
Splurges for the Right Dress
While Anoushka’s personal style is around comfort and affordability, she admits that pretty dresses are a weakness and one of the few things she splurges on.
She gets her inspiration from brands like Teuta Matoshi, Lirika Matoshi, Selkie, House of CB, and Hassidriss, but you'll find her shopping at Target, H&M, Windsor, and TJ Maxx.
Brand Activism Matters
Anoushka is a believer that brands should show support for the causes they stand behind—especially if they sponsor an event dedicated to the cause.
"You don't want to commodify it, but if you're going to be there, you have to show some kind of support."
Expense Breakdown
PRE-EVENT
Ilia mascara: $25.04
Rare Beauty Blush: $30.49
DURING EVENT
Earrings: Gold Flowers: $20, Gold Drops: $15, Swords: $20
Boba: $10.07
Kati rolls from Kati Roll Company: $13.97
POST-EVENT
$0
TOTAL: $134.57
Social Media Breakdown
PRE-EVENT
Website: NYC Pride website
Instagram: strandbookstore, explorenycfree, bigapplebargain
DURING EVENT
Instagram: Shared experience via an Instagram story. No specific hashtags, filters, or AI features used.
Did not follow live event coverage on news or social media.
POST-EVENT
Brand Comms: No noticeable changes in ads or brand communication on social media.
Before the Event
How far in advance did you begin looking for new items for Pride?
I started purchasing general beauty items around 3 weeks before Pride. It wasn't a specific decision to start buying that early. I began thinking about the makeup I wanted to wear and I wanted to test out whatever I got to ensure it would be wearable on the day of Pride. I knew it would be really hot and sweaty, so I wanted to make sure it would hold up.
I was planning on doing something more elaborate because I feel like people go all out with colors and glitter for Pride. However, I didn't end up doing that on the actual day. Instead, I focused on blush and mascara—products I could wear a little bit every day to test them out.
Where do you go to find new items?
Instagram, Amazon, and physical stores like Target and Sephora.
I'm very much an in-store shopper. I like to explore options and try things out, especially makeup. While searching for Pride outfits, items on Pinterest and social media were too over the top. In stores, the merchandise also felt overwhelming, so I struggled to find something subtle that I could see myself wearing again.
How do themes or specific aesthetics influence your purchasing decisions for events?
Pride isn't exactly a theme, but it has a unifying aesthetic with rainbow colors to unify the community. I haven't been to a Chappell Roan concert, but I know she has different themes for each concert, like a mermaid theme or Pink Pony Club theme. People dress up accordingly, and if I'm going to a concert like that, I'd want to dress up in that aesthetic as well.
During the Event
What merchandise are you buying at the event?
I love earrings anytime I go to a street market or festival. I usually end up buying at least one pair. There weren't many artisan booths where you could purchase handmade items, which is what I typically expect. Instead, there were more brand booths or community organizations doing giveaways and handing out informational flyers.
So, I was excited to find two different booths selling jewelry. I do think I am a big impulse purchaser, which is why I thought I would buy more at the event, but the lack of booths with jewelry limited my options.
After the Event
Which brands or sponsors from the event are you more likely to follow or purchase from after the event, and why?
This wasn’t an official sponsor of the event, but on the way to Pride, I received a giveaway bag from C.O. Bigelow with a sample of their sunscreen and lip balm. I tried the lip balm and liked it, so I am more likely to buy it again. I haven’t tried the sunscreen yet, but if I like it, I would purchase it since I’ve been on the hunt for a good lightweight sunscreen.
There was also a 7/11 truck giving away Slurpees, which were refreshing on such a hot day, so I might be more likely to buy Slurpees this summer.
I was interested in a Glow Recipe booth, but the line for samples was too long, and a friend told me that their new product isn’t very good, so I doubt I would purchase it. However, I might want to try the product at some point in time.
