Consumer Behavior

Shopping insights on the millennial consumer

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December 2, 2025

The average millennial household spends $22,298 each year in stores, taking 683 shopping trips a year. The millennials top retailers are Walmart, Amazon, Costco, Target and Kroger.

Those are findings from a Numerator data report on the generational differences in consumer behavior and trends.

Well more than half of millennials, 81%, at least occasionally try new brands and the top reasons for switching brands is lower price, according to a press release on the data findings.