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

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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