Flowwow: How New Tech Drives Gen Z’s £41B Mood-Based Spending

We like to think our shopping habits are shaped by logic. We compare specs, scan reviews, maybe even wait for a discount. Often, the reason we’re drawn to certain brands or make a spontaneous purchase is rooted in a feeling that goes beyond specs or cost.

For younger shoppers like Gen Z and millennials, that feeling shapes the entire buying experience. They’re drawn to products that reflect their values, to brands that speak their language, and to checkouts that feel effortless and familiar.

That’s the core message behind new research from Flowwow, a gifting marketplace that studied the link between impulse buying and emotional triggers.

Techopedia spoke with Flowwow CEO and co-founder Slava Bogdan to unpack this shift in consumer psychology and its link to tech, and how brands can respond to a generation that’s buying with its gut as much as its wallet.

Table of Contents Table of Contents

1. Key Takeaways
2. Inside the £41B Mood-Driven Market
3. Algorithms Meet Emotion
4. From Emotional Triggers to Data-Driven Action
5. What Brands Can Do to Stay Relevant in an Emotion-First Market
6. The Bottom Line
7. FAQs
8. References

Show Full Guide

Table of Contents

1. Key Takeaways
2. Inside the £41B Mood-Driven Market
3. Algorithms Meet Emotion
Show Full Guide
4. From Emotional Triggers to Data-Driven Action
5. What Brands Can Do to Stay Relevant in an Emotion-First Market
6. The Bottom Line
7. FAQs
8. References

Inside the £41B Mood-Driven Market

When Flowwow looked into the spending habits of UK consumers, they found that over 52% of UK millennials and 42% of Gen Z make monthly purchases based primarily on how they feel. This emotional spend adds up as Brits now collectively spend over £41 billion a year on mood-driven impulse buys.

That figure might seem surprising given the economic squeeze in the country, but it tells a deeper story.

Bogdan describes this rise of emotional commerce as more than just a quirk of modern retail.

In his words, “Today, emotional commerce reflects a growing view of purchases as a form of self-care.”

Bogdan explains that for many, emotional shopping isn’t reckless spending but an intentional coping mechanism. Small purchases serve as micro-escapes during periods of stress or boredom.

Bogdan told Techopedia:

“Over half of Gen Z and millennials make impulse purchases online every two to three weeks, often triggered by emotional states and aimed at a quick dopamine boost.”

He further explained that these purchases are frequently triggered by the fear of missing out (FOMO), nostalgia, excitement, or anticipation – emotions supercharged by social media.

He said:

“Social platforms like TikTok and Instagram amplify these emotional triggers in real time. Brands that succeed in this landscape are those that understand how to tap into emotion responsibly.”

This shift in consumer psychology and its link to tech is opening new opportunities for retailers to connect with younger audiences. Instead of waiting for intent, brands are using algorithms, personalization tools, and even AI-powered mood analytics to predict emotional states and time their offers accordingly.

Algorithms Meet Emotion

While Flowwow’s report focuses on emotional triggers, it’s clear that technology is also one of the key accelerators of emotion-based buys among Gen Z and Millennials.

A recent study by ads creation platform Cropink indicates that over 54% of Gen Z appreciate AI-driven recommendations, while only 6.8% frown at them. By 2025, artificial intelligence (AI) is expected to handle 85% of customer interactions, showing broad acceptance of automated, personalized experiences.

Behind this shift is a growing automated infrastructure. Social platforms use engagement data to deliver mood-relevant content, while brands respond with algorithm-timed offers, dynamic product ads, and emotional storytelling.

With 97% of Gen Z using social media for product inspiration and purchases according to Cropink, the connection between mood, technology, and buying behaviour has never been stronger.

From Emotional Triggers to Data-Driven Action

Emotional commerce is evolving. It is no longer driven solely by instinct or storytelling but increasingly by systems designed to sense and respond to how people feel in the moment.

Retailers are adopting technology to tune into emotion, create mood-aware experiences, and meet customers where their heads and hearts are.

Here’s how emotion is becoming part of the retail toolkit:

What Brands Can Do to Stay Relevant in an Emotion-First Market

During our chat, Bogdan emphasized that to connect with emotionally driven consumers, retailers must align with their mood, seasonality, and social context, going beyond simple themed promotions or influencer collaborations.

He captures this in three main points:

1. Leverage seasonal emotional touchpoints

Retailers should align product launches with the mood, seasonality, and social context of consumers.

That means more than themed promotions or influencer tie-ins, he explained:

“Seasonal trends strongly shape emotional spending, particularly among Gen Z and millennials, whose purchase decisions are often driven more by mood than by need.”

2. Create immersive experiences

Younger consumers blend online discovery with offline purchases, particularly during gift-giving seasons.

Retailers that offer pop-up events or behind-the-scenes content can turn routine buying into something more immersive.

3. Prioritize transparency & authenticity

Consumers expect provenance and ethical values, not just as trends but as standards. Tools like social media reels, product traceability features, and community engagement initiatives allow brands to demonstrate their values.

Retailers should also think long-term. Bogdan advises:

“Ultimately, provenance cannot be fabricated. As consumers grow more aware of greenwashing and performative marketing, authenticity becomes the true differentiator.”

The Bottom Line

Emotion now sits at the heart of modern shopping, and consumers are embracing it. However, the main takeaway from all of these is that retailers hoping to thrive need to meet consumers in that emotional space, not to manipulate, but to empathize.

Because in the end, it’s not only just about what you sell but also about what the customer feels when they buy it.

FAQs