Gen Z are taking their position as an economic force: the generation now accounts for 40% of global sales, according to data from VendHQ. The rise of this first truly digital-native generation is a cause for concern to brick-and-mortar retailers — after all, how often will a group that spends all their time on phones shop in a store? The answer? With surprisingly regularity, according to Barnes & Noble College (BNC), which found that 88% of students made back-to-school purchases in-store. Yes, these shoppers also are buying online, and their in-store demands might not line up with their predecessors’ tastes, but they still appreciate the in-store experience.