Gen Z Art Collectors Outspend Millennials and Boomers

Gen Z collectors are demonstrating significantly higher spending habits in the art market, outspending millennials and boomers by a factor of two, according to the 2026 Survey of Global Collecting released by Art Basel and UBS. This fifth edition of the survey highlights that the average expenditure for Gen Z collectors in the first half of 2026 alone surpassed the full-year 2025 figures for their older counterparts. The report indicates that Gen Z is actively engaging with the art market across various price points, with nearly half of the 1% of collectors who purchased works exceeding $1 million USD in 2025 being from this demographic, and similar trends are projected for 2026. While lower-priced works continue to attract the broadest interest, with 77% of high net-worth individuals (HNWI) spending under $50,000 on fine art and 84% under $100,000 in the first half of 2026, Gen Z's overall investment is notably higher. The survey also points to a generational shift in art discovery and acquisition. Gen Z collectors, along with women across all age groups, exhibit a greater openness to discovering and purchasing works by unfamiliar artists. Specifically, 56% of Gen Z collectors acquired art from an artist they had not previously encountered, compared to 36% of boomers. Similarly, 49% of women made such purchases, versus 43% of men. This openness to new artists is coupled with a notable preference for privacy regarding their collections. Contrary to potential assumptions about younger generations being more public, Gen Z collectors are the most private about displaying their art. The survey introduced a new metric on collection sharing, revealing that 39% of Gen Z collectors opt for in-person viewings exclusively with close family, friends, and household members, a figure nearly double that of any other generation. This privacy extends to their digital collections, with Gen Z leading in keeping their online art portfolios restricted. The report also underscores the increasing influence of digital tools in the art market. Social media platforms, dedicated apps, and artificial intelligence (AI) tools are becoming integral to the discovery and research processes for collectors. The survey found a "broadly positive" sentiment among collectors towards the ongoing development and integration of new technologies within the art collecting space, suggesting a future where AI and digital platforms play an even more significant role in how art is found, evaluated, and purchased. The Art Basel and UBS Survey of Global Collecting is a comprehensive study that analyzes trends and behaviors within the international art market, providing valuable insights for artists, galleries, auction houses, and collectors.