Millennials Might Be Savvier Shoppers Than You Think

If you're reading this site, you probably already consider yourself to be a pretty savvy shopper. After all, you educate yourself on brands, trends, designers, and sales, and when it comes time to make a purchase, you're not exactly jumping in blindly. But, according to WWD and a report on the buying habits of a specific 80 million-person U.S. population, if you want to shop smart, perhaps you should ask a millennial.
Individuals between the ages of 13 and 33, representing $200 billion in sales, have grown accustomed to shopping in a way that is quite different from previous generations. And, of course, this change is greatly attributed to technology. Pinterest, style sites, e-commerce, and mobile buying have allowed this group to experience shopping in a more communal way and get excited about what they're purchasing before they even hit the store. Which, despite the popularity and availability of online shopping, they still do, though perhaps not in the traditional way. "The brands that will win big will invite showrooming versus discouraging it," says Jeff Fromm of the Barkley ad agency, referring to the practice of perusing merchandise in stores and then later purchasing online to get the best deals. "They’re going to invite peer affirmation, they’re going to go counterculture because Millennials love disruptive schemes." And, as department stores seem to be the least popular among millennials — the experience is just not as personal as a brick-and-mortar specialty shop — the top 10 stores this generation gravitates toward include Target, Victoria's Secret PINK, H&M, and, at the very top of the list, Forever 21.
The report is chock-full of interesting tidbits that shed light on how millennials navigate the shopping and e-commerce landscape — and into whose skinny-jean pockets their billions of dollars land. Click ahead to read it all. (WWD)
opPhoto: Via WWD.
Advertisement

More from Shopping

Watch

R29 Original Series

Watch Now
Documentary
Five love stories behind diverse, multicultural marriages.
Watch Now
Lifestyle
Life experiments, 5 days at a time.
Watch Now
Fashion
The style of subculture.
Watch Now
Beauty
Viral trends, tried and tested.
Watch Now
Documentary
From vibrators to lipstick, learn how your favorite products are made.
Watch Now
Documentary
Extraordinary, one-of-a-kind individuals
Watch Now
Documentary
The latest stories to watch.
Watch Now
Lifestyle
Inside the homes of millennial women — & what they paid for them
Watch Now
Comedy
Let's talk about sex, baby.
Watch Now
Documentary
Female artisans around the world
Watch Now
Politics
Made by and for smart, opinionated women.
Watch Now
Film
We helped 12 female directors claim their power.