Young people shop in more places and in more ways than ever before. They move between online and in-store, using apps, resale sites, livestreams, and traditional retailers depending on what they’re buying—and sometimes all for one single purchase. Being pulled by so many options, they’re deal-hunting and looking for personalization and guidance—whether from store staff or online recommendations—to make the shopping experience feel smoother. But certain shopping features (think TikTok Shop) are changing up the shaking up where young consumers shop most often, and what they expect from other retailers.
In YPulse’s 2025 Shopping and Retail report, we explore young consumers’ shopping habits online and in-store, where they’re buying certain items, and what they’re looking for from their shopping experience online or off.
Report length: 21 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded July 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in July 2025
