Study: Gen Z Spends Three Times More on Art Than Average

According to the "Survey of Global Collecting 2026" by Arts Economics for Art Basel and UBS, the art market is now being driven by a younger generation. Generation Z buyers (ages 20–29) spent an average of $347,460 on fine art in 2025—almost three times the average for all respondents and more than double any older group. Among purchases over $1 million, nearly half were made by young buyers, although they make up only 9% of the sample of 3,100 wealthy buyers in 10 countries. Even the median for Gen Z is at least 50% higher than that of older generations.

The market is recovering: global sales in 2025 increased by 4% to $59.6 billion, Sotheby’s reported a record half-year in 2026, and Christie’s reported its best performance since 2021.

A key fact debunks a cliché: 37% of Gen Z cite inheritance or marriage as the main source of their wealth (compared to 15% across all ages), and nearly 90% of Gen Z heirs still own inherited works—compared to 64% of Generation X. Over the next 20–25 years, more than $83 trillion will be transferred, with about $74 trillion going to the next generation.

Another cliché is also not confirmed: less than 2% of Gen Z started with bags and sneakers, more often with paintings and sculptures. However, young people actively buy jewelry and stones: $151,310 in the first half of 2026, five times more than Generation X.

Gen Z shows their collections selectively: 39% only to their closest circle, almost twice as many as other generations; 59% want anonymity when donating works to museums, only 6% are willing to disclose their full name. They buy more boldly: 53% have purchased a work through Instagram without seeing it in person.

Investments are the main motive for only 23% of respondents, while for Gen Z the leading motive is a passion for collecting. On average, 15% of their wealth is invested in their collection (23% with wealth over $50 million) compared to recommendations of 3–10%. Only 45% have purchased works by new artists in the past five years. Germans are the most restrained: 27% plan to make a purchase in the next year.

Every fifth person has taken a loan secured by art (in the US—almost every second person). This is not a recommendation for investment: art is illiquid, expensive to maintain, and the main concern of collectors is the opacity of prices and commissions.