OAKLAND, Calif., May 14, 2025--(BUSINESS WIRE)--This summer, nearly everyone’s favorite artist or band is hitting the road—with major tours from Kendrick Lamar and SZA to the Dead & Company lighting up stages around the world—and Gen Z doesn’t plan on missing a single beat. According to a new survey from Cash App, Sound Investments: The Impact of Concert Culture on Gen Z’s Wallets, Gen Z Americans are gearing up for their most event-filled summer yet–with 38% saying they’ll socialize more than in past years–and the headlining act of the season is concerts and live music.
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Constantly connected and always in the loop, Gen Z is getting off their phones for a full social calendar with friends and family, particularly live music, this summer. And, they’re making financial moves to be part of the action, often opting out of luxury purchases, vacation budgets, and even putting a pause on saving for a home. But while they’re saving up for live entertainment, it’s no surprise Gen Z also feels disappointed when they aren't able to secure those most coveted tickets. Cash App helps more fans score tickets, recently partnering with artists like Sabrina Carpenter, The Weeknd and Kendrick Lamar & SZA on ticket presales for their tours.
Gen Z’s No-FOMO Concert Culture
Gen Z is making 2025 the summer of no regrets and no missed concerts. According to survey data, concerts are at the top of Gen Z’s priority list when it comes to spending. Gen Z would rather spend money on concerts than buy designer clothes (29%), invest in stocks and cryptocurrencies (20%), save for vacations (19%), pay off their credit card (17%) or save for a home (16%).
In fact, Gen Z are so committed to going to concerts that they’re willing to pay up when it comes to live music with 75% willing to pay premium resale prices. On average, Gen Z spent over $2,100 on concert tickets over the past two years, and for shows they want to go to, they budget an average of $1,900.
This intense passion for live music is shaping Gen Z’s social lives and spending habits. One in five (21%) Gen Z Americans also plan to travel outside the U.S. to catch a favorite artist live— sometimes because it’s cheaper, but often simply because they refuse to miss the moment. While a love of travel (53%) and existing plans by family and friends (38%) are part of the draw for international concert trips, one-third of Gen Zers say it’s also the only way to get tickets to in-demand shows (33%).
Whether staying local or crossing borders, they are building their summer plans around live music experiences—proving that for Gen Z, the emotional and social value of seeing their favorite artists live far outweighs any material purchase.
"Gen Z’s ‘do it for the plot’ approach to life may be eclipsing the Millennial YOLO when it comes to spending on music-centric experiences," said Lindsay Bryan-Podvin, LMSW, Cash App’s Financial Therapist. "While saving for a house might feel out of reach, a weekend festival is doable. I love that they’re spending in line with their values like community, experiences, and memory-making, but I always encourage topping off emergency savings while saving for epic shows."
A Summer of Yes...and Anxiety (and Other Feels)
With their excitement for a jam-packed summer, more than half of Gen Z isn’t just saying "yes" without a plan. 65% agree or strongly agree that they’re ready to increase their spending for a season full of experiences, the report shows 50% of Gen Z—more than any other generation—are budgeting in advance for summer activities like travel, social outings, and dining out. While they’re ready to spend more, nearly three out of four (74%) Gen Zers say they set financial boundaries around summer activities with friends and family. When the pace of summer starts catching up with them, a majority of Gen Z (82%) are comfortable saying ‘no’ to spending on summer socializing; however, a little more than half (52%) report that saying ‘no’ has an impact on their connections with friends and family.
It’s clear the summer of "yes" comes with a side of stress. 65% of Gen Z say that planning activities that cost money makes them feel anxious, and nearly half (48%) feel pressure to keep up with summer activities. While 59% prefer spontaneous summer activities over rigid schedules, the financial and social pressures around major events, like scoring concert tickets, are impossible to ignore. 68% report feeling social pressure to secure tickets, and when they can't, a wave of emotions follows including disappointment (40%), frustration (27%), sadness (27%), and even anxiety (11%).
"Every generation experiences a version of keeping up with the Joneses, and for Gen Z, music-centric activities are the new house with the white picket fence," said Bryan-Podvin. "However, this generation is adept at flexing their financial boundaries and has turned it into a skill set. They are a little more comfortable than other generations in their ability to say ‘no,’ but still experience social pressure in certain scenarios. We’re seeing Gen Z learn to pause, check in on the numbers, and say no to invitations that are out of their budget so they can say yes to the things that matter most."
Gen Z Gets Resourceful in How They’re Funding the Fun
Gen Z isn’t afraid to look at interest-free options such as "Buy Now, Pay Later" (BNPL) products to manage their money during their summer of fun. Nearly 4 in 10 Gen Zers (39%) have utilized BNPL options for their summer adventures; from new summer wardrobes (50%) and travel (41%) to birthday celebrations (34%) and concert tickets (31%). For live music experiences specifically, more than half of Gen Z report using BNPL to pay for key costs like overnight accommodations (30%), transportation (24%), tickets (21%), and even a new concert outfit (18%).
Gen Z is also savvy when it comes to making sure they secure access to the best shows. 45% of Gen Z say access to presale rewards and early ticket access–like those offered to Cash App customers through their artist presales–have influenced their decision to open a new credit or debit card, more than any other generation. But chasing unforgettable experiences can come with a price as nearly 1 in 5 Gen Zers (19%) admit they’ve spent beyond their means to attend live entertainment. For Gen Z, funding the fun is a balancing act between smart financial strategies and an unstoppable passion for live music.
"Getting a handle on monthly expenses isn’t cringe—it’s crucial," said Bryan-Podvin. "Tracking income and spending is one of the best ways to reduce financial anxiety. For Gen Z, it’s a foundational skill that helps them identify essential costs and cut back on what doesn’t feel good. When they know where their money’s going, they can say no to what doesn’t serve them and say yes to what does, like dancing all night at their favorite artist’s set."
This report was commissioned by Cash App and conducted by The Harris Poll who between 7-8th April, 2025, ran an online survey of 2,079 randomly selected American adults aged 18-65 who report having a retail/fintech banking account.
About Cash App
Cash App is the money app. Banking* on Cash App is easy: customers can receive paychecks early with direct deposit, spend money where Visa is accepted with a personalized Cash App Card, and grow their money with a separate savings balance - all without hidden fees. Customers can also create a unique $Cashtag to share with anyone to get paid fast, make purchases with Cash App Pay, trade stocks and buy and sell bitcoin, and pay over time with Cash App Afterpay. Download Cash App for free at cash.app/download.
*Cash App is a financial services platform, not a bank. Banking services provided by Cash App’s bank partner(s). Prepaid debit cards issued by Sutton Bank, Member FDIC.
