Consumer Behavior

In-store experience proving influential with millennial shoppers

Photo: Adobe Stock

April 17, 2025

A good number of millennials, 70%, report that the quality of the in-store experience influences where they shop for apparel and the demographic, more than any other, chooses stores that align with their values.

Those are top findings from a ChangeUP report on how U.S. consumers, across generations, prefer to experience apparel shopping.

"When retailers truly understand how their shoppers want to experience products and brands, design decisions become clearer, investments become more focused, and shopping environments become more profitable," Lynn Gonsior, chief operating officer at ChangeUp, said in a press release on the findings. "Retailers must listen, adapt, and design spaces that resonate deeply with their customers."

Additional findings include:

• Despite being digital natives, Gen Z is just as likely to purchase apparel in-store as they are online. Yet 50% of Gen Z shoppers find in-store shopping stressful, highlighting an opportunity for retailers to better connect with young customers.
• Gen X shoppers won't sacrifice a positive store experience for lower prices—only 33% are willing to put up with a poor shopping environment to save money. • Boomers feel misunderstood, with only 37% saying retailers understand their style preferences and just 29% feeling inspired in-store.

When asked to rank retailers' in-store experiences, respondents ranked Nike and Levi's as the top brands delivering exceptional experiences across each generation, while traditional department stores and big box retailers often scored lowest for shopping enjoyment.