News

Millennial parents hit brick-and-mortars to stay on budget

September 1, 2017

Shopping in-store is more cost effective, according to millennial-aged parents, compared to online shopping. The consumer segment is expected to do a majority of its back-to-school shopping (72 percent) in a store rather than online, according to a new nationwide study from Citi Retail Services, according to a press release.

"More millennials are entering parenthood, which is having a profound impact on retailers," Leslie McNamara, managing director and executive vice president of business and market development for Citi Retail Services, said in the release. "These parents place tremendous value on their children's opinions when shopping and are not as swayed by brand on big ticket items like electronics. Retailers can incorporate this into their approach when marketing to millennials, whose habits may defy generalizations as they enter the next stage of their lives."