Breaking the clock: rethinking time-scarcity promotions for Gen Z online consumers

Purpose Online businesses are actively leveraging the powers of time scarcity aiming to increase engagement and boost sales. This study aims to explore how time-limited online promotions influence the purchasing behavior of a digitally savvy Generation Z. Design/methodology/approach This study collects primary quantitative data through an online survey undertaken with Gen Z consumers. The efficacy of time-related online promotions is studied across four products (digital library service, online fashion retail, online learning platform and online travel agency). Findings The research findings show that the purchasing behavior of young consumers is better driven by the relevance and personal interest in a promoted product, rather than the limited timeframe itself. The research was conducted across four product categories, revealing that emotionally fulfilling experiential products generate greater arousal, which, in turn, is a significant determinant of purchase intention. Originality/value This study offers innovative results, revealing that long-held approaches to time-scarcity applications in online retail may no longer appeal to Gen Z consumers. Businesses may benefit from applying time limits to more personalized precisely targeted offers, rather than using the technique as a primary overarching marketing strategy.