Gen Z and Millennial Tax Free Shopping in Europe
Data-Driven Trends Retailers Need to Know
Across Europe’s top luxury shopping destinations, younger international shoppers particularly Millennials and Gen Z are showing key Tax Free Shopping trends throughout the continent.
Global Blue’s data from the past year [1] reveals how Millennials and Gen Z luxury shoppers are influencing the next phase of Tax Free Shopping, with distinctive behaviors, priorities, and key trends.
Driven by a blend of digital fluency and brand affinity, Millennial and Gen Z tourists are setting clear expectations on how and where they shop. According to our data, key cities across France, Italy, and Spain are reaping the rewards, with standout spending behaviors across nationalities and product categories.
Paris, Milan, and Madrid Capture Younger Tax Free Spend
Among Europe’s top shopping destinations for Millennials and GenZ shoppers, France and Italy led the way in Tax Free sales over the past year [1] , each accounting for 27% of total spend each.
- Paris emerged as a top performer (20% of sales), recording the highest average spend per shopper (€2,341), with shoppers venturing to the most popular Tax Free Shopping districts in Paris.
- Milan contributed 10% of sales, with a €2,048 average spend per shopper, underlining its appeal to fashion-forward Gen Z and Millennial shoppers. Key moments like Milan Fashion Week serve as strong magnets for international shoppers.
- Spain, particularly Madrid and Barcelona, attracted a broader base of younger shoppers, with an average spend of €1,103 per young shopper across the country.
With our traveler solutions, retailers can streamline the shopping experience for Gen Z and Millennial tourists, offering seamless Tax Free refunds and data-driven insights into shopper behavior.
Nationalities Shaping Tax Free Shopping Trends
Across Europe, three key visiting nationalities stood out, revealing the evolving patterns in Gen Z and Millennial spending behavior:
- Mainland China led with 15% of total sales and a high average spend per shopper at €3,142. Bags, and Watches & Jewelry were top priorities for these shoppers.
- The United States followed closely with 14% of sales and an average spend of €2,004.
- GCC luxury shoppers accounted for 12% of spend but had the highest average spend at €3,709. Bags were also popular among these shoppers as well as Footwear.
What Younger Shoppers Are Buying
Luxury fashion remains the top priority for younger Tax Free shoppers, especially those seeking status, collectability, or cultural relevance. Our data from the past year [1] shows:
- Bags were the top category, representing 41% of sales with an average spend of €1,038 per shopper. Among Chinese Millennials and Gen Z shoppers, bags accounted for 52% of their purchases, with an average spend of €2,574 per Mainland Chinese Gen Z and Millennial shopper for this category — the highest across all nationalities.
- Clothing and Coats accounted for 32% of sales. This category was popular among GCC youth where it also accounted for 32% of their purchases.
- Jewelry & Watches represented 20% of spend but stood out for high-value purchases. This category really attracted high spending from Mainland Chinese luxury shoppers who spent the most per average shopper at €3,475, GCC shoppers followed at €2,985 per average spend per shopper.
Whether it’s a showpiece bag or a signature watch, Gen Z and Millennial shoppers are approaching Tax Free Shopping with a clear sense of what they want and what it’s worth. Retailers can deliver the fast, intuitive experience young luxury tourists expect by leveraging Global Blue’s Mobile Customer Care .
What This Means for Luxury Retailers in Europe
Millennials and Gen Z are more than the next generation of luxury consumers; they are already reshaping the present. But they expect more from luxury retailers.
Retailers can capture the attention of this growing customer base by offering services that ease the Tax Free shopping journey:
- Seamless Tax Free services and refund experiences
- Tailored, digitally marketing solutions to reach them and increase footfall to your store enabled in-store journeys
- VIP Tax Free lounges located in top luxury shopping districts
Retailers in Paris, Milan, Madrid, Zurich and beyond have a unique opportunity to convert these high-potential shoppers by combining real-time insights, targeted segmentation, and high-touch service experiences.
Empower Your Growth with Global Blue
At Global Blue, we help luxury retailers understand and act on key shopper segments from high-spending Millennials to emerging Gen Z consumers.
Our Business Intelligence solutions enable you to:
- Benchmark performance across cities, nationalities, and product categories
- Segment younger shoppers by behavior and purchase intent
- Maximize conversion through smarter Tax Free journeys
[1] Global Blue Data : April 2024 to March 2025
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