GITNUXREPORT 2025

Millennial Shopping Statistics

Millennials prioritize online shopping, social values, discounts, and personalized experiences.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

53% of Millennials said that brand authenticity influences their purchasing decision

Statistic 2

69% of Millennials prefer brands that offer loyalty rewards for repeat shopping

Statistic 3

45% of Millennials frequently use social media to discover new brands

Statistic 4

40% of Millennials prefer shopping at brands that have a strong online community

Statistic 5

66% of Millennials are influenced by influencer marketing when making shopping decisions

Statistic 6

46% of Millennials follow brands on social media to stay updated on new products

Statistic 7

49% of Millennials have made purchases based on influencer discounts or affiliate links

Statistic 8

63% of Millennials follow online influencer reviews before purchasing clothing

Statistic 9

68% of Millennials look for discounts and promos before purchasing

Statistic 10

47% of Millennials abandon online shopping carts due to high shipping costs

Statistic 11

52% of Millennials frequently use price comparison apps before deciding on a purchase

Statistic 12

56% of Millennials use online price aggregators to find the best deals

Statistic 13

72% of Millennials prefer to shop online rather than in physical stores

Statistic 14

61% of Millennials have purchased fashion items via mobile devices

Statistic 15

58% of Millennials are more likely to shop from direct-to-consumer brands

Statistic 16

35% of Millennials prefer subscription services for convenience and cost savings

Statistic 17

41% of Millennials have made cross-border online purchases

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42% of Millennials prefer shopping with brands that support social causes

Statistic 19

73% of Millennials are more likely to buy from brands that provide personalized shopping experiences

Statistic 20

55% of Millennials consult online reviews before making a purchase

Statistic 21

69% of Millennials use their smartphones to compare prices while shopping

Statistic 22

49% of Millennials are attracted to brands that offer unique and limited-edition products

Statistic 23

65% of Millennials use cashback and reward apps during shopping

Statistic 24

37% of Millennials have used augmented reality (AR) features in online shopping

Statistic 25

48% of Millennials prefer brands that offer flexible payment options like buy now, pay later

Statistic 26

57% of Millennials shop more during sales periods like Black Friday and Cyber Monday

Statistic 27

69% of Millennials prefer to shop from brands that have a strong mobile app

Statistic 28

50% of Millennials are willing to share personal data if it leads to a more personalized shopping experience

Statistic 29

64% of Millennials prefer shopping at stores that offer omnichannel experiences

Statistic 30

55% of Millennials have purchased groceries online in the past year

Statistic 31

70% of Millennials consider peer reviews and testimonials critical in their decision-making process

Statistic 32

38% of Millennials have used voice assistants like Alexa or Google Assistant for shopping-related searches

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61% of Millennials have made a purchase directly via social media platforms

Statistic 34

44% of Millennials are interested in augmented reality try-on features for apparel and accessories

Statistic 35

67% of Millennials have made eco-friendly or sustainable product purchases in the past year

Statistic 36

34% of Millennials actively seek out brands that support social justice issues

Statistic 37

50% of Millennials prefer to shop with brands offering free returns and exchanges

Statistic 38

63% of Millennials want personalized marketing messages tailored to their shopping habits

Statistic 39

39% of Millennials have experienced faster delivery options like same-day shipping

Statistic 40

64% of Millennials research product sustainability before purchasing

Statistic 41

42% of Millennials prefer shopping with brands that have strong community engagement

Statistic 42

55% of Millennials have switched brands due to better online experiences elsewhere

Statistic 43

70% of Millennials say that convenience is a key factor in their shopping decisions

Statistic 44

48% of Millennials are interested in products made from recycled or upcycled materials

Statistic 45

54% of Millennials prefer brands that align with their personal values

Statistic 46

60% of Millennials are willing to pay more for sustainable or eco-friendly products

Statistic 47

59% of Millennials prefer brands with transparent supply chains

Statistic 48

74% of Millennials are more likely to shop from brands that support environmental causes

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Key Highlights

72% of Millennials prefer to shop online rather than in physical stores
61% of Millennials have purchased fashion items via mobile devices
45% of Millennials frequently use social media to discover new brands
54% of Millennials prefer brands that align with their personal values
68% of Millennials look for discounts and promos before purchasing
58% of Millennials are more likely to shop from direct-to-consumer brands
47% of Millennials abandon online shopping carts due to high shipping costs
35% of Millennials prefer subscription services for convenience and cost savings
53% of Millennials said that brand authenticity influences their purchasing decision
41% of Millennials have made cross-border online purchases
42% of Millennials prefer shopping with brands that support social causes
73% of Millennials are more likely to buy from brands that provide personalized shopping experiences
55% of Millennials consult online reviews before making a purchase

Millennials are reshaping the retail landscape with a digital-first approach, revealing that a staggering 72% prefer shopping online—driven by social influence, a desire for authenticity, sustainability, and personalized experiences—proving that in today’s market, convenience and values are more important than ever.

Brand Loyalty and Authenticity

53% of Millennials said that brand authenticity influences their purchasing decision
69% of Millennials prefer brands that offer loyalty rewards for repeat shopping

Brand Loyalty and Authenticity Interpretation

Millennials are clearly wielding their wallets with a dual mantra: trust in authentic brands and loyalty through rewards, proving that today's shoppers value genuine connections and tangible perks over fleeting discounts.

Digital Engagement and Social Media Influence

45% of Millennials frequently use social media to discover new brands
40% of Millennials prefer shopping at brands that have a strong online community
66% of Millennials are influenced by influencer marketing when making shopping decisions
46% of Millennials follow brands on social media to stay updated on new products
49% of Millennials have made purchases based on influencer discounts or affiliate links
63% of Millennials follow online influencer reviews before purchasing clothing

Digital Engagement and Social Media Influence Interpretation

Millennials are increasingly turning digital in their shopping habits, with nearly half relying on social media to discover and follow brands, over a third influenced by online reviews and influencer endorsements—making social media not just a marketing tool, but the shopping aisle of the future.

Pricing, Discounts, and Promotional Strategies

68% of Millennials look for discounts and promos before purchasing
47% of Millennials abandon online shopping carts due to high shipping costs
52% of Millennials frequently use price comparison apps before deciding on a purchase
56% of Millennials use online price aggregators to find the best deals

Pricing, Discounts, and Promotional Strategies Interpretation

Millennials' savvy shopping strategies—seeking discounts, comparing prices, and abandoning carts over shipping fees—highlight a generation laser-focused on value in an increasingly digital marketplace.

Shopping Preferences and Behaviors

72% of Millennials prefer to shop online rather than in physical stores
61% of Millennials have purchased fashion items via mobile devices
58% of Millennials are more likely to shop from direct-to-consumer brands
35% of Millennials prefer subscription services for convenience and cost savings
41% of Millennials have made cross-border online purchases
42% of Millennials prefer shopping with brands that support social causes
73% of Millennials are more likely to buy from brands that provide personalized shopping experiences
55% of Millennials consult online reviews before making a purchase
69% of Millennials use their smartphones to compare prices while shopping
49% of Millennials are attracted to brands that offer unique and limited-edition products
65% of Millennials use cashback and reward apps during shopping
37% of Millennials have used augmented reality (AR) features in online shopping
48% of Millennials prefer brands that offer flexible payment options like buy now, pay later
57% of Millennials shop more during sales periods like Black Friday and Cyber Monday
69% of Millennials prefer to shop from brands that have a strong mobile app
50% of Millennials are willing to share personal data if it leads to a more personalized shopping experience
64% of Millennials prefer shopping at stores that offer omnichannel experiences
55% of Millennials have purchased groceries online in the past year
70% of Millennials consider peer reviews and testimonials critical in their decision-making process
38% of Millennials have used voice assistants like Alexa or Google Assistant for shopping-related searches
61% of Millennials have made a purchase directly via social media platforms
44% of Millennials are interested in augmented reality try-on features for apparel and accessories
67% of Millennials have made eco-friendly or sustainable product purchases in the past year
34% of Millennials actively seek out brands that support social justice issues
50% of Millennials prefer to shop with brands offering free returns and exchanges
63% of Millennials want personalized marketing messages tailored to their shopping habits
39% of Millennials have experienced faster delivery options like same-day shipping
64% of Millennials research product sustainability before purchasing
42% of Millennials prefer shopping with brands that have strong community engagement
55% of Millennials have switched brands due to better online experiences elsewhere
70% of Millennials say that convenience is a key factor in their shopping decisions
48% of Millennials are interested in products made from recycled or upcycled materials

Shopping Preferences and Behaviors Interpretation

Millennials have revolutionized retail by prioritizing convenience, personalization, and social responsibility—shopping online via mobile devices, engaging with brands that support causes, and embracing tech like AR and voice assistants—demonstrating that for this generation, shopping is as much about values and experiences as it is about products.

Sustainability and Ethical Considerations

54% of Millennials prefer brands that align with their personal values
60% of Millennials are willing to pay more for sustainable or eco-friendly products
59% of Millennials prefer brands with transparent supply chains
74% of Millennials are more likely to shop from brands that support environmental causes

Sustainability and Ethical Considerations Interpretation

Millennials are not just shopping—they’re voting with their wallets for a more honest, eco-conscious future, making brand integrity and sustainability their new must-haves.