Deep DiveHow Generations Actually Shop: Young Consumers Buy Broadly, Older Consumers Buy Deep John Mercer, Head of Global Research and Managing Director of Data-Driven Research June 18, 2026 Reasons to ReadDiscover how US consumers really shop across generations—and why younger shoppers buy broadly while older shoppers may buy more deeply. Driven by more than 5,600 surveys, we dive into generational shopping behaviors and attitudes. Why is breadth the defining commercial characteristic of young US consumers? How does Gen Z combine dollar stores, premium grocers, malls and Temu in the same shopping week? In which established e-commerce categories do older consumers show higher online penetration? Why might older consumers offer higher value per occasion, despite being harder to activate? How do generational differences in financial sentiment, wellness, experiences and sustainability challenge conventional retail assumptions? Companies mentioned in this report include: Albertsons, Aldi, Amazon, Costco, Dollar General, Dollar Tree, eBay, Family Dollar, Kohl’s, Kroger, Macy’s, Publix, Sam’s Club, Target, Temu, TJ Maxx/Marshalls/HomeGoods, Trader Joe’s, Walmart and Whole Foods Market. Data in this report include: US consumer purchase occasions, retailer shopping activity, activity participation, online share of purchases by category and generation, generational attitudes to saving money, wellness, sustainability, experiences and spending priorities. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: Analyst Corner: Three Consumer-Focused Predictions for US Retail for the Second Half of 2025, with Anand KumarIntroducing the New Tech 25 for ’25: Retail-Tech Companies To Watch—InfographicHigh-Tech Retailing—Four Technologies That Retailers Can Use to Enchant Consumers: Insights from the Retail Track at CES 2025Consumer Sentiment Declines Significantly, Driven By Middle-Income Consumers: US Consumer Survey Insights
