Millennials & Gen Z’s 10 Favorite Places to Shop OFFLINE

Brick-and-mortar, physical, in-store shopping is changing—but it’s not disappearing, and it’s still the preference for the majority of young consumers. So what’s their favorite place to go shopping offline? We asked…

Experiencification, pop-ups, retail hotels, in-store cafés—retailers are trying every trick in the book to keep up with young consumers as more shopping shifts online. Brick-and-mortar retail is clearly changing, but it’s not disappearing. In the fight to stay relevant, footprints might shrink, fashion cycles might speed up, and niche brands might be launched, but in-store shopping isn’t going anywhere—because it’s still a preference for the majority of the Millennials and Gen Z consumers that are fueling all this change in the first place.

In our recent shopping and fashion survey, when we asked Millennials and Gen Z, “In general, would you rather shop online or in a physical store?” 56% of 13-35-year-olds (and 62% of 13-17-year-olds) told us they would rather shop in a physical store than online. Apparel shopping only increases that divide: 76% of 13-35-year-olds would rather shop for clothing in a physical store than online. Of course, online shopping is growing, and the convenience of clicking to buy is going to continue to eat away at brick-and-mortar’s dominance, but when it comes down to it, young consumers still want to go into a store to pick things out. To find out what stores they especially want to visit right now, we asked 1000 13-35-year-olds to tell us, “Regardless of category, what is your favorite place to shop in a physical store?”* Here are their top answers, ranked:

*This was an open-end response question to allow us to capture the full range of places to shop in a physical store that Millennials and Gen Z say are favorites—without our preconceived…


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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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