YPulse is constantly keeping brands informed on young consumers’ puzzling shopping habits, from their love for Big box stores—which previous gens see as uncool—to the rising influence of TikTok’s shoppertainment model. The question that every brand is asking themselves when trying to sell products to European Gen Z and Millennials is the following: Are these gens more likely to buy online or in-person? YPulse data has the answer to this question thanks to our recent WE Shopping and Retail Report. First, let’s find out if, generally speaking, young consumers in Western Europe would rather be shopping online or in-store. Their...