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How Millennials’ Shopping Choices are Shaped

Millennial parents shop, spend and engage with retailers differently than parents in other generations.

Almost half of Millennial parents remain loyal to a brand despite cheaper options, compared with 30% of other parents, according to the National Retail Federation’s (NRF) quarterly Consumer View report. Fifty-two percent will remain loyal despite more convenient options, and 64% will shop at a brand they are loyal to before looking at a competitor. Subscription services for automatic restocking are used by 40% of Millennial parents, and 86% have used same-day shipping. 

Millennials are very concerned about good customer service and are twice as likely to back out of a purchase for lack of it. They rank service ahead of convenience, selection and loyalty programs, according to Katherine Cullen, NRF’s director of retail and consumer insights.

Millennials turn to their smartphones at every point during shopping. The study found 78% use their phones to research products, 75% to check prices or availability, and 71% to pay at checkout or place an order. In addition, 71% of the cohort will leave a review, process a return or chat with customer service after purchasing, compared with 43% of other parents.

They’re willing to pay for convenience, with just 53% of Millennials expecting free shipping on orders under $50 compared with 66% of other parents.

For the full story, go to this week’s Food Institute Report.