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Why Millennials enjoy shopping in U.S. brick and mortar stores 2018

Not having to wait for products to be delivered, as with online shopping, was the leading reason for American Millennials to shop in physical retail stores in 2018. According to the survey, being able to see, hold and try on products before purchasing was the second most cited motive to visit brick-and-mortar stores over online stores.

Millennial population in the United States

Anyone born between 1981 and 1996 is considered a Millennial. In the United States there were approximately 72.06 Millennials in 2017, making it the third largest generational cohort at that time. It is, therefore, important for retailers and brands to pay attention to their shopping behavior and preferences.

Millennial shopping behavior

According to a recent survey, some 56 percent of Millennial respondents stated that they shop at least once a week in brick-and-mortar stores, more than both Gen Xers and Baby Boomers. Millennials were also the most likely generation to shop in order to improve their mood in the United States.

Reasons Millennials like to shop in physical stores in the U.S. in 2018*

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Release date

June 2018


United States

Survey time period


Number of respondents


Supplementary notes

* Excluding convenience and grocery stores.

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Statistics on "Millennials in the U.S.: Grocery shopping behavior"

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