Gen-Z Swaps Happy Hour for Gym Time, New Study Shows

Gen-Z is trading barstools for barbells, according to a new study from the Bank of America Institute.

The research found members of the younger generation are drinking less and instead socializing through physical activities like fitness classes and sports. Alcohol spending as a share of household budgets is hovering near 40-year lows across all age groups.

The study shows liquor store spending is declining nationwide. However, bar spending is still rising—suggesting people who do drink are opting for social experiences over buying bottles to drink at home.

Gen-Z stands out for different reasons. While some young adults still frequent bars, the generation as a whole is seeing spending growth for fitness memberships and active hobbies compared to their bar tabs.