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- Shopping Behavior
The millennial generation, also known as Generation Y, comprises people born between 1981 and 1996, and is followed by Generation Z, which includes individuals born 1997 to 2012. Each of these generations constituted just over a fifth of the entire United States in 2022, with millennials accounting for the highest population share that year. While millennials had been the center of companies’ attention for several years, many businesses and retail industry professionals across the globe now have a vested interest in the distinct shopping behavior of "zoomers", i.e., members of Generation Z.
Gen Z: the new kids on the block
Consumers of the Z Generation are some of the most tech-savvy consumers yet, with many shopping online just as often as they do offline. Not only that, a considerable share of them make use of company websites and social media apps for the purchase of consumer goods and services. According to a survey conducted in the summer of 2022, some of the most highly regarded brands among Gen Z consumers included big names, such as Amazon, Netflix, and Doritos. That year, the generation’s favorite brand was YouTube.
Generation Y
Compared to Gen Z, millennials typically spend more money, which comes to no surprise, since they are older, more likely to be employed, and typically less reliant on their parents or guardians. For 2022's holiday shopping season, for example, millennials planned to spend an average of over 1,800 U.S. dollars, while Gen Z consumers intended to spend approximately 700 U.S. dollars less per capita.
In what ways are Y and Z similar?
At times, millennials and zoomers in the United States exhibit distinct behavioral traits, but there are cases in which the generations are similarly minded. For instance, the majority of zoomers and millennials have gotten accustomed to making quick purchases on their smartphone. In fact, when looking for products (e.g., clothing), Gen Z and millennial shoppers in the States are also commonly influenced by many of the same factors, such as social media advertising, positive product reviews, and the opinions of family members. More recently, approximately the same share of millennials and Gen Z shoppers (between 20 and 25 percent) were concerned they would not be able to afford living day to day due to global financial concerns, such as the impact of inflation.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
D. Tighe Research expert covering consumer behavior, sporting goods retail, and the global toy industry. 
Key insights
- Share of millennials in the U.S. population
- 21.67%
Detailed statistics
U.S. population share by generation 2022
- Number of zoomers in the U.S.
- 69.58m
Detailed statistics
U.S. population by generation 2022
- Average annual expenditure of millennials in the U.S.
- 74,782 USD
Detailed statistics
U.S. annual household expenditures 2022, by generation
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Demographics
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- Premium Statistic U.S. population by generation 2022
- Basic Statistic U.S. population share by generation 2022
- Premium Statistic U.S. mean disposable household income 2022, by generation
- Premium Statistic U.S. annual household expenditures 2022, by generation
Demographics
- Premium Statistic U.S. population by generation 2022
U.S. population by generation 2022
Resident population in the United States in 2022, by generation (in millions)
- Basic Statistic U.S. population share by generation 2022
U.S. population share by generation 2022
Population distribution in the United States in 2022, by generation
- Premium Statistic U.S. mean disposable household income 2022, by generation
U.S. mean disposable household income 2022, by generation
Mean disposable household income in the United States in 2022, by generation (in U.S. dollars)
- Premium Statistic U.S. annual household expenditures 2022, by generation
U.S. annual household expenditures 2022, by generation
Mean annual household expenditures in the United States in 2022, by generation (in U.S. dollars)
Consumer behavior & attitudes
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- Basic Statistic Main channels to buy products for consumers the U.S. 2022, by generation
- Premium Statistic U.S. consumers concerned about ability to spend due to inflation 2023, by generation
- Premium Statistic U.S. consumers planning to budget due to financial concerns 2023, by generation
- Premium Statistic Share of U.S. consumers who buy products due to brand trust 2022, by generation
- Premium Statistic Gen Z and millennial consumers expectations from AR apps when shopping U.S. 2022
- Basic Statistic Cost of living crisis: Most relevant social networks for Millennials in the U.S. 2023
- Premium Statistic Favorite brands among Gen Z consumers in the U.S. 2022
- Basic Statistic Favorite brands, products, and services among U.S. millennials 2021
- Basic Statistic U.S. Gen Z and Millennials who made a mobile purchase due to social media 2021
Consumer behavior & attitudes
- Basic Statistic Main channels to buy products for consumers the U.S. 2022, by generation
Main channels to buy products for consumers the U.S. 2022, by generation
Leading channels to purchase products among consumers in the United States in 2022, by generation
- Premium Statistic U.S. consumers concerned about ability to spend due to inflation 2023, by generation
U.S. consumers concerned about ability to spend due to inflation 2023, by generation
Consumers concerned they are not able to afford to live day to day due to global financial concerns in the United States in 2023, by generation
- Premium Statistic U.S. consumers planning to budget due to financial concerns 2023, by generation
U.S. consumers planning to budget due to financial concerns 2023, by generation
Consumer intention to carefully budget and only buy what is needed more often in the future due to financial concerns in the United States in 2023, by generation
- Premium Statistic Share of U.S. consumers who buy products due to brand trust 2022, by generation
Share of U.S. consumers who buy products due to brand trust 2022, by generation
Consumers who buy products from a particular brand because it is a brand they trust in the United States in 2022, by generation
- Premium Statistic Gen Z and millennial consumers expectations from AR apps when shopping U.S. 2022
Gen Z and millennial consumers expectations from AR apps when shopping U.S. 2022
Expectations of Gen Z and millennial consumers from AR apps when shopping in the United States in 2022
- Basic Statistic Cost of living crisis: Most relevant social networks for Millennials in the U.S. 2023
Cost of living crisis: Most relevant social networks for Millennials in the U.S. 2023
Top 10 social networks for Millennials for helpful information concerning the cost of living crisis in the U.S. 2023
- Premium Statistic Favorite brands among Gen Z consumers in the U.S. 2022
Favorite brands among Gen Z consumers in the U.S. 2022
Most popular brands among Generation Z consumers in the United States as of August 2022
- Basic Statistic Favorite brands, products, and services among U.S. millennials 2021
Favorite brands, products, and services among U.S. millennials 2021
Most popular brands, products, and services among millennial consumers in the United States as of June 2021
- Basic Statistic U.S. Gen Z and Millennials who made a mobile purchase due to social media 2021
U.S. Gen Z and Millennials who made a mobile purchase due to social media 2021
Share of Generation Z and Millennials who purchased via smartphone as a result of social media brands' posts and/or influencers' content in the United States as of March 2021
Online & offline shopping by product category
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Online & offline shopping by product category
Shopping channel preference among millennials & Gen Z for car parts in the U.S. 2023
Share of Gen Z and millennial consumers that would prefer to shop online/in-store for automotive spare parts or accessories in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for kids' products 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for clothes and shoes 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for groceries 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for beauty products 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for beauty products in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for home & garden 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for home and garden products in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for jewelry 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for jewelry and accessories in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for hobby products 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for leisure, sport and hobby products in the United States in 2023
Consumer goods
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- Premium Statistic Leading beauty shops among Gen Z in the U.S. 2023
- Premium Statistic Leading cosmetics brands among Gen Z in the U.S. 2023
- Premium Statistic Leading skincare brands among Gen Z in the U.S. 2023
- Premium Statistic U.S. Gen Z clothes shopping frequency 2022, by gender
- Premium Statistic Considerations when choosing apparel for Gen Z in the U.S. 2023
- Basic Statistic Products that U.S. Gen Z and Millennials buy more due to social media 2021
Consumer goods
- Premium Statistic Leading beauty shops among Gen Z in the U.S. 2023
Leading beauty shops among Gen Z in the U.S. 2023
Leading beauty shopping destinations among Gen Z in the United States in 2023
- Premium Statistic Leading cosmetics brands among Gen Z in the U.S. 2023
Leading cosmetics brands among Gen Z in the U.S. 2023
Leading cosmetics brands among Gen Z in the United States in 2023
- Premium Statistic Leading skincare brands among Gen Z in the U.S. 2023
Leading skincare brands among Gen Z in the U.S. 2023
Leading skincare brands among Gen Z in the United States in 2023
- Premium Statistic U.S. Gen Z clothes shopping frequency 2022, by gender
U.S. Gen Z clothes shopping frequency 2022, by gender
Apparel shopping frequency of Gen Z in the United States in 2022, by gender
- Premium Statistic Considerations when choosing apparel for Gen Z in the U.S. 2023
Considerations when choosing apparel for Gen Z in the U.S. 2023
Which are the most important aspects for Generation Z in the United States when choosing apparel in 2023?
- Basic Statistic Products that U.S. Gen Z and Millennials buy more due to social media 2021
Products that U.S. Gen Z and Millennials buy more due to social media 2021
Product categories that Generation Z and Millennials purchased more as a result of social media brands' posts and/or influencers' content in the United States as of March 2021
Holiday season
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- Premium Statistic Expected spending on the holiday season in the U.S. 2023, by generation
- Premium Statistic Average planned holiday season spend on family in the U.S. 2022, by generation
- Premium Statistic Average planned holiday season spend on friends in the U.S. 2022, by generation
- Premium Statistic Average amount U.S. generations will spend on themselves during the holidays 2022
- Premium Statistic Holiday gift card spending plans in the U.S. 2022-2023, by generation
- Premium Statistic Share of Black Friday spend among Gen Z and millennials in the U.S. 2021, by channel
Holiday season
- Premium Statistic Expected spending on the holiday season in the U.S. 2023, by generation
Expected spending on the holiday season in the U.S. 2023, by generation
Planned expenditure on the holiday season in the United States in 2023, by generation (in U.S. dollars)
- Premium Statistic Average planned holiday season spend on family in the U.S. 2022, by generation
Average planned holiday season spend on family in the U.S. 2022, by generation
Average amount consumers in the United States planned to spend on family during the holiday season in 2022, by generation (in U.S. dollars)
- Premium Statistic Average planned holiday season spend on friends in the U.S. 2022, by generation
Average planned holiday season spend on friends in the U.S. 2022, by generation
Average amount consumers in the United States planned to spend on friends during the holiday season in 2022, by generation (in U.S. dollars)
- Premium Statistic Average amount U.S. generations will spend on themselves during the holidays 2022
Average amount U.S. generations will spend on themselves during the holidays 2022
Average amount consumers in the United States planned to spend on themselves during the holiday season in 2022, by generation (in U.S. dollars)
- Premium Statistic Holiday gift card spending plans in the U.S. 2022-2023, by generation
Holiday gift card spending plans in the U.S. 2022-2023, by generation
Average gift card spend in the United States during the holiday season in 2022 and 2023, by generation (in U.S. dollars)
- Premium Statistic Share of Black Friday spend among Gen Z and millennials in the U.S. 2021, by channel
Share of Black Friday spend among Gen Z and millennials in the U.S. 2021, by channel
Share of total offline and online expenditure among Generation Z and millennial consumers in the United States during Black Friday in 2021
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