Why Younger Consumers Are Hitting Retail Locations Rather Than Shopping Digitally

Retail brands are trying to appeal to millennials and Gen Z

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While some might think younger generations have a proclivity for online shopping, the opposite is actually true. Taylor Glascock/Bloomberg via Getty Images

While some may believe that millennials and Gen Z might prefer shopping digitally, the contrary actually appears to be true.

This story first appeared in the Sept. 30, 2019, issue of Adweek magazine. Click here to subscribe.
Janet Stilson is a freelance writer for Adweek.