Reasons to Read

Discover how US consumers really shop across generations—and why younger shoppers buy broadly while older shoppers may buy more deeply. Driven by more than 5,600 surveys, we dive into generational shopping behaviors and attitudes.

• Why is breadth the defining commercial characteristic of young US consumers?
• How does Gen Z combine dollar stores, premium grocers, malls and Temu in the same shopping week?
• In which established e-commerce categories do older consumers show higher online penetration?
• Why might older consumers offer higher value per occasion, despite being harder to activate?
• How do generational differences in financial sentiment, wellness, experiences and sustainability challenge conventional retail assumptions?

Companies mentioned in this report include: Albertsons, Aldi, Amazon, Costco, Dollar General, Dollar Tree, eBay, Family Dollar, Kohl’s, Kroger, Macy’s, Publix, Sam’s Club, Target, Temu, TJ Maxx/Marshalls/HomeGoods, Trader Joe’s, Walmart and Whole Foods Market.

Data in this report include: US consumer purchase occasions, retailer shopping activity, activity participation, online share of purchases by category and generation, generational attitudes to saving money, wellness, sustainability, experiences and spending priorities.