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 move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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