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Mass Merch Mentality Trend Report

Download the full report for further insights

As #WalmartHauls continue to go viral on socials and Walmart, Target, and Amazon continuously rank highest on YPulse’s brand tracker, one thing is clear: young people have a real affinity for their mass merch. This may come as a surprise to older gens… after all aren’t Gen Z and Millennials all about conscious consumption? The reality is, Gen Z and Millennials grew up in the shadow of the Great Recession, which shaped their budget-conscious mentality at a young age. As a result, shopping at mass merch / big box retailers has become their norm. But it isn’t just affordability that’s driving their mass merch habits.

YPulse’s Mass Merch Mentality report uncovers how growing up with mass merch has reshaped young peoples’ shopping preferences, how these preferences are changing the rules of retail, and how they view these brands.

Download the full report for insights on:

  • Why Gen Z and Millennials are shopping at mass merch / big box retailers more than any other type of retailer, and how other types of stores stack up
  • What type of retail products young consumers are looking for and the influence social media has in driving their desirability and popularity
  • How young people’s mass merch mentality has recalibrated their definition of luxury and changed their perception of brands
  • Spotlight pages with Insights and analysis on the shopping behaviors and preferences of Gen Z, Millennials, BIPOC, LGBTQ+, and Parents

Report length: 45 pages

North America report is based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in April 2022

Western Europe report is based on a survey of 1300 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in April 2022

Additional survey content for Pro users: How Gen Z and Millennials describe the type of clothes they buy, their store preferences and attitudes toward shopping at small businesses,  statements around how fashion when they were growing up, and how many are actively following trends. 

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent.

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North America
Western Europe