As of the first quarter of 2023, the main categories that Gen Z shoppers would mostly shop for online if they could choose freely were entertainment and fashion. On the other hand, Gen Z consumers would mostly shop for in-person groceries, pharmaceuticals, and home and garden.

In 2021, ** percent of baby boomers preferred in-store shopping, while only ** percent chose online shopping as their primary method of buying. Many millennials and Generation Z shoppers also opted for in-store shopping but showed a way greater interest in hybrid buying methods, at a rate of ** and ** percent, respectively. Favorite brands among young shoppers When comparing male and female Generation Z shoppers in terms of brand preferences in the United States, it was apparent that both groups enjoyed many of the same household names. For instance, brands such as Amazon, Walmart, YouTube, and Netflix appeared on both lists, making them some of the generation’s most popular brands. That said, preferences were far from identical: more Gen Z women liked Doritos, Oreo, and KitKat, while a higher number of Gen Z men had a favorable opinion of Gatorade, PlayStation, and Nike. Sustainable considerations Climate change is a hot topic and is on many consumers’ minds in recent years. As such, a considerable share of people in the United States, and around the world, have started taking up more sustainable habits. For example, many have adapted their shopping and consumption behavior: according to a survey conducted in early 2022, more than half of consumers worldwide planned to avoid buying new goods for sustainability reasons, perhaps intending to buy secondhand or repair the goods they already owned instead.

As of early 2023, nearly ** percent of millennials in the United Kingdom (UK) said they would do most of their shopping online if they could choose freely, making it the generation most in favor of buying on the web. At less than ** percent, not as many baby boomers enjoyed online shopping. It was also the only generation with a higher share of shoppers who would choose to do most of their shopping in-store.

In the United Kingdom (UK), millennial shoppers were the group purchasing clothing and shoes the most online. A total ** percent of millennials, aged 27 to 42, reported shopping mostly online for clothes and shoes in the 2nd quarter of 2023. Gen Z shoppers followed, with ** percent mostly shopping online for their apparel.

As of the first quarter of 2023, Gen Z consumers in all but one of the surveyed countries preferred to do most of their shopping online rather than in-store, with New Zealand being the exception. In the United States, for example, nearly **** of the respondents said they would do most of their shopping online if they could choose freely.

In 2023, approximately ** percent of zoomers in the United Kingdom (UK) said they would do most of their clothing and footwear shopping online if they had the freedom to choose. Only about ********* of millennial and Gen Z consumers had a preference for buying apparel and shoes in physical stores. In the United States, a higher share of shoppers said they would prefer shopping for these items mostly online.

In 2023, some ********** of millennials in the United States said they would do most of their clothing and footwear shopping online if they had the choice. Only about ** percent of millennial consumers had a preference for buying such products in physical stores.

Not having to wait for products to be delivered, as with online shopping, was the leading reason for American Millennials to shop in physical retail stores in 2018. According to the survey, being able to see, hold and try on products before purchasing was the second most cited motive to visit brick-and-mortar stores over online stores.

Millennial population in the United States

Anyone born between 1981 and 1996 is considered a Millennial. In the United States there were approximately ***** Millennials in 2017, making it the third largest generational cohort at that time. It is, therefore, important for retailers and brands to pay attention to their shopping behavior and preferences.

Millennial shopping behavior

According to a recent survey, some ** percent of Millennial respondents stated that they shop at least once a week in brick-and-mortar stores, more than both Gen Xers and Baby Boomers. Millennials were also the most likely generation to shop in order to improve their mood in the United States.

Social media's influence on Gen Z shopping habits has surged dramatically in recent years. A 2024 survey reveals that ** percent of Gen Z consumers discovered new products or brands through social media influencers, up from ** percent in 2023. This shift underscores the growing importance of digital platforms in shaping consumer behavior, particularly among younger demographics. Beauty and personal care e-commerce growth The rising impact of social media on Gen Z purchasing decisions aligns with broader trends in e-commerce, particularly in the beauty and personal care sector. Global revenue in this market is forecast to increase by ***** percent between 2024 and 2029, reaching a new peak of ****** billion U.S. dollars. This growth trajectory suggests that the digital landscape will continue to play a crucial role in consumer discovery and purchasing habits. Payment preferences among young consumers Traditional payment methods remain popular among Zoomers. A survey across North America, Europe, and Latin America found that debit and credit cards are still preferred by Gen Z for online shopping and travel bookings. However, younger consumers are showing a growing demand for diverse payment options, indicating potential shifts in the e-commerce landscape as digital wallets gain prominence, particularly in Asia-Pacific markets.

In 2023, about ** percent of Gen Z consumers in the United States said they would prefer to do most of their jewelry and accessory shopping online if they could. At more than ** percent, millennials were even more keen on shopping predominantly online for such items, given the choice.

While computer and mobile shopping were behaviors already adopted by at least ********* of global consumers before COVID-19, the pandemic gave a boost to a variety of e-commerce technologies and services. Among Gen Z and millennials surveyed in 2022, ** percent said they had adopted contactless payment methods during the coronavirus and continued to use them after the crisis. In contrast, ** percent said they did so during the health emergency but no longer use them. Moreover, the COVID pandemic also drove the uptake of delivery alternatives such as Buy Online, Pick-up in Store (BOPIS) and curbside pickup.

According to the results of a recent survey conducted in the United States, most respondents across all age groups preferred to buy products directly in stores. The highest share of in-store buyers was among baby boomers, with 83 percent. On the other hand, the same generation did not seem as interested as others in buying products through companies' apps or social media.

According to a survey in 2024, reading customer reviews before making a purchase was done by at least half of Millennial respondents in each of the countries analyzed. Using a discount code or coupon at checkout was also a common practice in this generation.

In Finland, more than ** percent of Millennials do research on the internet before a major purchase. In China, only ** percent of Millennials do the same, being the country with the lowest share of Millennials conducting research online before a major purchase out of the selected countries. Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than ********* interviews.

In 2023, over ********* of Gen Z consumers in the United Kingdom (UK) said they would prefer to do most of their beauty product shopping online if they could. However, in-store shopping for beauty products was slightly more popular. At nearly ** percent, millennials were even more keen on shopping mostly online for beauty items, given the choice.

Among the categories listed, clothing and shoes stood out as the most frequently purchased by Gen Z consumers as of the second quarter of 2023, with ** percent shopping for them monthly. Entertainment and electronics followed closely, with ** and ** percent of respondents. Conversely, the category with the lowest frequency of purchases by Gen Z consumers during the same period was home and garden, with only ** percent of respondents buying products within that category every month.

In 2023, two-thirds of millennials in the United States said they would mostly purchase children's products online if they were able to choose freely. Only just over 10 percent of millennial consumers had a preference for buying kids' products in physical stores.

In the first quarter of 2023, about ** percent of surveyed Gen Z consumers in the United States reported shopping online at least once a month. Additionally, roughly ********* (** percent) of respondents revealed they bought over the internet once a day or more.

Younger consumers, specifically Gen Z and millennials, exhibit a higher propensity than older consumers to wait for discounts before making online purchases. According to a 2022 survey, ** percent of Gen Z shoppers and ** percent of millennials expressed willingness to wait for lower prices before buying. In contrast, just ** percent of Gen X consumers voiced a similar inclination for discounts, making them the least likely group to do so.

In 2023, more than ** percent of millennials in the United Kingdom (UK) said they would prefer to buy children's products online, given the freedom to choose. Only just over ** percent of millennial consumers had a preference for buying kids' products in physical stores.