Gen Z Winners & Losers: February Analysis across 113 Companies (Retailers, Brands, Travel, Transport)

By David Schick and Jonathan Feeney and David Katzman and Jack Hermann Published on February 26, 2026 PDF

In this updated report, we analyze both mix of Gen Z engagement and inflection of Gen Z traction with this key 18-34 year old consumer cohort. We calculate and examine these trends both across and within subsectors. Callouts include:

BOOT, SHAK, CALY lead all measured names in Gen Z traction growth (we note BOOT also has a substantial increase in short interest). Our analysis also shows JACK, TNL, WING among brands with jumps in short interest and declines in Gen Z traction (see Figure 1).

Large caps with notable Gen Z growth include HD, LOW, TSCO, SBUX.

GME, BROS, WING have the highest mix of traction with 18-34 yo, though all three with negative inflections while SHAK inflecting positively (See Figure 2). CALY, TSCO, BJRI have the strongest growth in traction with 18-34 yo (see Figure 3).

CALY, DECK, RIVN have shown positive inflection from Nov-Jan 2026 relative to prior trend (see Figure 4). MTN, ABNB, CCL lead leisure, accommodation, & travel companies in inflections (see Figure 5) while CAVA, BJRI, CAKE lead restaurant brands (see Figure 7), RIVN, VVV, TSLA lead automotive brands (see Figure 9), CALY, GOLF, AS lead apparel & golf brands (see Figure 11), and DECK, URBN, MLKN lead retail brands (see Figure 13).

BYD, NCLH, CHH lead leisure, accommodation, & travel companies in year-over-year Gen Z engagement growth (see Figure 6). SHAK, CAVA, BROS lead within restaurants (see Figure 8). CVNA, LCID, F lead automotive brands (Figure 10). BOOT, CALY, LULU lead apparel & golf brands (see Figure 12). ASO, TSCO, DG lead retail brands (see Figure 14).

Figure 1: Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb

Figure 2: Age 18-34 Top 10

Source: Optimal Advisory analysis, Similarweb

Figure 3: Age 18-34 Top 10 Y/Y Change

Source: Optimal Advisory analysis, Similarweb

Figure 4: Age 18-34 Top 10 Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 5: Age 18-34 Leisure, Accommodations, & Travel Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 6: Leisure, Accommodations, & Travel Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb

Figure 7: Age 18-34 Restaurant Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 8: Restaurants Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb

Figure 9: Age 18-34 Automotive Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 10: Automotive Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb

Figure 11: Age 18-34 Apparel & Golf Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 12: Apparel & Golf Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb

Figure 13: Age 18-34 Retail Inflections

Source: Optimal Advisory analysis, Similarweb

Figure 14: Retail Change in Short Interest Ratio vs. Change in 18-34 Digital Traffic Y/Y

Source: Optimal Advisory analysis, Similarweb