Gen Z Event Spending Diary
NASCAR Race
Finding apparel that fit the nascar vibe was top of mind for 25-year-old Tyra, and with low costs and fast shipping, Shein was her go-to. But her biggest inspo came during the live event—in the form of cowboy boots and race car jackets.
Get to Know Tyra
Age: 25
Gender Identity: Female
Location: Allentown, PA
Enjoys: Reading, traveling, Barre3, shopping, discovering spots to eat via TikTok
Area of Study: Fashion Media at LIM College in Manhattan, New York
Favorite Types of Events: Concerts, Music Festivals, Sporting Events, Local Brand Pop-ups, Food / Drink Festivals, Comedy, Theater Performances
Favorite Brands: Shea Moisture, Liquid Death, Olipop, Free People, STAUD, Amazon, Barre3, Jacquemus, 2nd & Charles
Social Media Platforms: TikTok, Instagram, Pinterest, Reddit
Aesthetic: Boujee nature girl, classic with a twist, cultured traveler, astrological manifester, bookworm tendencies, edgy & coastal.
Tyra's Shopping Style
Turns to Social for Outfit Inspo
For outfit inspiration, TikTok and Pinterest are her go-to platforms. While researching clothing for this event, she explored brands that offer car and motorcycle inspired apparel.
Since she waited until just days before the event to purchase, she knew Shein would be her safest option for a quick delivery.
Perfecting the NASCAR Look
For Tyra, a new outfit that aligns with the event's vibe was a necessity.
Even though NASCAR isn't her usual style, she ensured she had a matching look ready for photos and social media posts. Sharing that her NASCAR Instagram received her most ever comments.
The Influence of Strangers
After exploring the NASCAR event, cowboy boots from Boot Barn and race car jackets caught her attention, piquing her interest even though she wasn't planning to make a post event purchase.
“I've never owned a pair of boots and just haven't gotten around to buying them, but seeing so many people wearing them at the event made me want to get some too.”
Interactive Brand Activations
Event sponsors who created interactive and engaging experiences, such as the military’s impressive display and car sponsors' spin-the-wheel games, successfully captured her attention.
“Their combination of interactive games and useful giveaways was simple but effective in capturing our attention.”
Expense Breakdown
PRE-EVENT
NASCAR tickets (x2): $63.50
Shein tops (x4): $6.35
Shein rings (x3): $1.25
Shein EZwear Curve Jeans: $21.91
Gas: $45
Smartwater Cucumber Lime, Wawa ice tea, and Wawa sandwiches: $12.37
Brownie & breakfast sandwich: $8.59
DURING EVENT
Hat: $11
Frozen marg: $11
Hat for a friend: $5
Frozen Icey: $5
Coke: $4
Hotdogs (x2): $6.50
POST-EVENT
$0
TOTAL: $223.02
Social Media Breakdown
PRE-EVENT
Instagram & Pinterest: Fashion inspiration
Youtube: Find the best seats
Event Website: Event details and seat information
DURING EVENT
N/A
POST-EVENT
Instagram: Posted an Instagram grid photo and story from the event. Received my most comments on this post!
Before the Event
How far in advance do you begin looking for new items?
I would say I casually looked for inspiration on TikTok and Pinterest for a while, but really dove in on the day of purchase on Shein. I used the search bar for cars and motorcycle clothes and started looking for items that would fit the vibe.
During the Event
Which event sponsors captured your attention, and what innovative strategies did they use to engage you and your group?
The event sponsors that captured my attention the most were the military, government officials, and various car sponsors. The military's display was impressive—they showed up with a big presence, including submarines, helicopters, and big trucks that attendees could explore. I mean, I've never seen the military show out the way they did. It was very interactive and engaging, and I was like, wow, this is where they get their people—live events like this.
Government officials were also there, which was surprising. I saw tents and props from offices like the US Department of Labor. They didn't have anything really cool, but their presence at the event was unexpected and made me realize how diverse the range of sponsors was.
Car sponsors had classic engagement tactics like spin-the-wheel games where you could win free items—I won a beer holder. They also had race car hats, which we were interested in as soon as we arrived.
Another standout was the mini amusement park for kids, with twirling teacups and basketball hoops. This setup was entertaining for children but also kept families happy, giving parents more time to interact with other booths while their kids were playing.
After the Event
Are there new trends or categories of products that you are now more interested in purchasing after the event?
One standout item for me was cowboy boots. I've never owned a pair and just haven't gotten around to buying them, but seeing so many people wearing them at the event made me want to get some too. I am probably going to get them from the brand Boot Barn eventually.
Another trend that caught my attention was race car jackets. When we drove to the first place before actually getting to the event, there were all these race car jackets on display. They really stood out and piqued my interest.
