Shock (in a good way): Millennials prefer brick-and-mortar shopping

According to an article on, US research conducted by the Urban Land Institute reveals that Gen Y Millennials have not embraced ecommerce at the expense of other channels, in fact they prefer shopping in brick-and-mortar stores, showing a particular preference for long established traditional retailers including JCPenney, Target, Walmart and Kohl’s for tfashion, and Walmart, Target and Kmart for groceries.

The survey shows significant strength in traditional retail: 37 percent said they love to shop, and 48 percent enjoy it. ( 12 percent¬† find it a chore and 4 percent¬† loathe it.) For 70 percent of women and 50 percent of men, shopping is entertainment, and they expect continuous, novel options to keep it fresh as their attention is easily lost, supporting Connected Store’s contention that retailers must deliver a digitally engaging experience in their stores.

But while brick-and-mortar shopping was the preference, survey respondents hardly neglected online. In the previous six months, 91 percent had made an online purchase, with 45 percent reporting that they spend an hour a day looking at shopping sites. More evidence that omni-channel is the way to the future.