For Millennial holiday shoppers, stores are “product playgrounds.” Euclid found that Millennials were 14% more likely than Gen X and 6% more likely than Boomers to shop in-store on Thanksgiving and Black Friday.

For Millennial holiday shoppers, stores are “product playgrounds.” Euclid found that Millennials were 14% more likely than Gen X and 6% more likely than Boomers to shop in-store on Thanksgiving and Black Friday. However, they’re not always buying on-site: 21% “almost always” showroom, or purchase online after seeing a product in-store. Euclid’s CEO explains that “Retailers tend to think of stores only as places to buy; but for millennials, they’re really places to try,” making experience-driven retail more important than ever. (Yahoo!)