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

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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