Amazon, Target, and Walmart consistently rank highly for Gen Z and Millennials’ affinity on YPulse’s youth Brand Tracker. These three mass merch retailers have been top brands for young consumers for years and Amazon is once again high on the list of Gen Z’s top brands across all industries this year. This might come as a surprise to older generations who think of big box shopping as “uncool” or think young consumers’ purchases are completely focused on supporting causes. But growing up in the shadow of the Great Recession, they’re more budget-conscious at a young age—which makes shopping at mass merchandise / big box retailers part of their norm. It isn’t just affordability that’s driving their mass merch habits, though. The truth is: Gen Z and Millennials actually like shopping at big box retailers. YPulse’s Mass Merch Mentality trend report dives into how growing up with mass merch has reshaped young people’s shopping preferences, how these preferences are changing the rules of retail, and how they view these brands. Our trend...
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