GITNUXREPORT 2026

Millennial Shopping Statistics

Millennial shopping is highly mobile, driven by reviews, and focused on sustainable brands.

Rajesh Patel

Team Lead & Senior Researcher with over 15 years of experience in market research and data analytics.

First published: Feb 13, 2026

Our Commitment to Accuracy

Rigorous fact-checking · Reputable sources · Regular updatesLearn more

Statistic 1

67% of Millennials prefer brands with strong loyalty programs

Statistic 2

73% of Millennials switch brands for better sustainability credentials

Statistic 3

Nike holds 22% market share among Millennial athletic wear buyers

Statistic 4

59% of Millennials are loyal to Apple for electronics purchases

Statistic 5

Starbucks commands 41% of Millennial daily coffee brand preference

Statistic 6

64% of Millennial beauty shoppers prefer Sephora over competitors

Statistic 7

Patagonia sees 28% repeat purchase rate from Millennials

Statistic 8

52% of Millennials favor Amazon for 80% of household essentials

Statistic 9

Warby Parker attracts 35% of Millennial eyewear first-time buyers

Statistic 10

71% of Millennial travelers book with Airbnb over hotels

Statistic 11

Glossier has 49% brand advocacy among Millennial skincare users

Statistic 12

57% of Millennials stick with Spotify for music streaming loyalty

Statistic 13

Everlane's transparent pricing retains 63% of Millennial fashion buyers

Statistic 14

68% prefer Target for grocery brand loyalty among Millennials

Statistic 15

Tesla owns 31% of Millennial EV brand preference market

Statistic 16

45% of Millennials are loyal to Chipotle for fast-casual dining

Statistic 17

Allbirds shoes see 55% repurchase rate from Millennials

Statistic 18

60% favor Netflix over other streaming services for content loyalty

Statistic 19

Bombas socks have 42% Millennial loyalty due to social cause

Statistic 20

74% of Millennial gamers prefer PlayStation brand ecosystem

Statistic 21

Lululemon retains 58% of Millennial yoga apparel buyers

Statistic 22

50% loyalty to Uber over Lyft for ride-sharing among Millennials

Statistic 23

Fenty Beauty leads with 39% preference in Millennial makeup

Statistic 24

66% of Millennials repurchase from Thrive Market for organics

Statistic 25

Peloton holds 27% of Millennial home fitness brand share

Statistic 26

61% prefer Yeti for outdoor gear brand loyalty

Statistic 27

Casper mattresses see 48% Millennial repeat business

Statistic 28

70% of Millennial book buyers loyal to Bookshop.org over Amazon

Statistic 29

72% of Millennials shop online at least once a week, compared to 48% of Gen X

Statistic 30

Millennials spend an average of 27% more time browsing e-commerce sites than Baby Boomers

Statistic 31

81% of Millennials use mobile devices for product research before purchasing

Statistic 32

65% of Millennial shoppers abandon carts due to unexpected shipping costs

Statistic 33

Only 23% of Millennials complete purchases without reading reviews

Statistic 34

54% of Millennials prefer subscription-based shopping models for essentials

Statistic 35

Millennials are 2.5 times more likely to use voice assistants for shopping queries

Statistic 36

47% of Millennial online shoppers use buy-now-pay-later services

Statistic 37

Average session time for Millennials on fashion e-commerce sites is 12.4 minutes

Statistic 38

69% of Millennials share online purchases on social media immediately after buying

Statistic 39

58% of Millennials report higher satisfaction with AR try-on features in online shopping

Statistic 40

Millennial conversion rates on personalized recommendation pages are 35% higher

Statistic 41

76% of Millennials use multiple devices during the shopping journey

Statistic 42

Flash sales influence 62% of Millennial impulse online buys

Statistic 43

41% of Millennials prefer dark mode interfaces for nighttime shopping

Statistic 44

Millennials click on 28% more email promotional links than other generations

Statistic 45

55% of Millennial shoppers use chatbots for customer service during online purchases

Statistic 46

Virtual fitting rooms boost Millennial apparel purchases by 44%

Statistic 47

67% of Millennials prioritize free returns in online shopping decisions

Statistic 48

Millennial online grocery shopping grew by 150% post-pandemic

Statistic 49

49% of Millennials use price comparison apps before every online buy

Statistic 50

Live-stream shopping appeals to 73% of Millennial viewers for immediate purchases

Statistic 51

62% of Millennials report faster checkout as key to repeat online shopping

Statistic 52

NFTs as loyalty rewards influence 19% of Millennial luxury online buys

Statistic 53

71% of Millennials engage with gamified shopping apps

Statistic 54

Cross-border e-commerce accounts for 33% of Millennial international shopping

Statistic 55

56% of Millennials use browser extensions for coupon auto-application online

Statistic 56

Social commerce sales to Millennials hit $19 billion in 2023

Statistic 57

64% of Millennials prefer video content over images for product evaluation online

Statistic 58

AI-driven sizing recommendations reduce Millennial returns by 25%

Statistic 59

Annual spending by Millennials averages $1,200 on fashion items

Statistic 60

44% of Millennial discretionary income goes to experiences over goods

Statistic 61

Millennials allocate 18% of budgets to sustainable products, higher than Gen Z's 15%

Statistic 62

Average Millennial holiday shopping spend is $912, up 12% from 2022

Statistic 63

37% of Millennials have increased grocery budgets by 20% due to inflation

Statistic 64

Tech gadgets consume 22% of Millennial annual discretionary spending

Statistic 65

51% of Millennials spend over $500 yearly on beauty products online

Statistic 66

Dining out takes 15% of Millennial monthly budgets

Statistic 67

28% of Millennials report cutting back on non-essentials by 30% in 2023

Statistic 68

Average Millennial credit card spend on travel is $2,400 annually

Statistic 69

62% of Millennial parents spend 25% more on child-related products

Statistic 70

Home improvement spending by Millennials rose 40% since 2020, averaging $3,200 yearly

Statistic 71

39% of Millennials allocate 10% of income to debt repayment impacting shopping

Statistic 72

Fitness and wellness products see $800 average annual Millennial spend

Statistic 73

47% of Millennials overspend on Black Friday by 15% of planned budget

Statistic 74

Pet products account for 8% of Millennial household budgets

Statistic 75

55% of single Millennials spend 12% more on self-gifting items

Statistic 76

Automotive accessories spending averages $450 per Millennial driver yearly

Statistic 77

34% of Millennials increased entertainment budgets by 18% post-pandemic

Statistic 78

Coffee and beverages cost Millennials $1,100 annually on average

Statistic 79

61% of Millennial homeowners spend $1,500 on decor yearly

Statistic 80

Electronics refreshes happen every 18 months costing $900 average

Statistic 81

42% of Millennials budget 7% for charitable giving tied to shopping

Statistic 82

Jewelry purchases average $600 per Millennial woman annually

Statistic 83

29% of Millennials report 22% impulse spend on snacks and treats

Statistic 84

Subscription boxes cost Millennials $240 monthly on average for multiple services

Statistic 85

53% of Millennial renters spend $400 yearly on furniture upgrades

Statistic 86

Books and media consumption averages $300 yearly per Millennial

Statistic 87

48% of Millennials allocate 14% to health supplements spending

Statistic 88

Toys and games for adults cost $250 annually for 36% of Millennials

Statistic 89

64% of Millennial shoppers use Instagram for product discovery

Statistic 90

TikTok drives 45% of Millennial impulse buys under $50

Statistic 91

78% complete purchases via mobile apps weekly

Statistic 92

Facebook Marketplace accounts for 32% of Millennial second-hand buys

Statistic 93

51% use Pinterest for shopping inspiration leading to buys

Statistic 94

Snapchat AR filters influence 39% of Millennial beauty trials

Statistic 95

69% prefer one-tap checkout on mobile shopping apps

Statistic 96

YouTube shoppable videos convert 27% of Millennial viewers

Statistic 97

74% discover new brands via Twitter product tweets

Statistic 98

WhatsApp shopping catalogs used by 46% of Millennial internationals

Statistic 99

62% share wishlists on Snapchat for group gifting

Statistic 100

LinkedIn influences 18% of Millennial B2B product purchases

Statistic 101

55% use Reddit recommendations for tech gadget buys

Statistic 102

Instagram Stories swipe-up shops 41% Millennial fashion sales

Statistic 103

70% mobile wallet usage like Apple Pay among Millennials

Statistic 104

Discord servers drive 22% of Millennial gaming merchandise

Statistic 105

48% follow influencers on Twitch for apparel endorsements

Statistic 106

Telegram channels sell to 29% of Millennial niche communities

Statistic 107

65% use location-based mobile deals via apps like Foursquare

Statistic 108

Clubhouse audio rooms sparked 15% of early 2021 Millennial buys

Statistic 109

57% engage with shoppable LinkedIn carousels

Statistic 110

BeReal authentic posts influence 34% of Millennial peer buys

Statistic 111

71% scan QR codes in-store via mobile for more info

Statistic 112

Twitter Spaces live sales events attract 26% Millennial participation

Statistic 113

60% use mobile for loyalty point redemptions daily

Statistic 114

Facebook Groups facilitate 38% of Millennial bulk buys

Statistic 115

52% discover via TikTok Shop in-app purchases

Statistic 116

Augmented reality mobile apps boost 43% furniture visualization buys

Statistic 117

66% prefer push notifications for flash mobile deals

Statistic 118

Instagram Reels drive 31% of Millennial snack product trials

Statistic 119

75% of Millennials use mobile exclusively for last-minute gifts

Statistic 120

Snapchat Maps highlight pop-ups influencing 24% visits

Statistic 121

55% of Millennials prioritize eco-friendly packaging in brand choice

Statistic 122

82% of Millennials avoid brands with poor labor practices records

Statistic 123

67% are willing to pay 10% more for cruelty-free products

Statistic 124

74% of Millennial purchases influenced by carbon footprint labels

Statistic 125

Recycled material products see 40% higher Millennial sales

Statistic 126

69% boycott fast fashion brands like Shein for ethical reasons

Statistic 127

58% prefer B Corp certified brands in daily shopping

Statistic 128

Organic food purchases by Millennials up 25% annually

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76% support brands donating to social causes per purchase

Statistic 130

Vegan product lines boost Millennial loyalty by 33%

Statistic 131

63% choose electric vehicle brands for green credentials

Statistic 132

Fair trade coffee influences 71% of Millennial purchases

Statistic 133

49% avoid plastic-packaged goods entirely

Statistic 134

Upcycled fashion appeals to 65% of Millennial clothing buyers

Statistic 135

72% prioritize water conservation claims in apparel brands

Statistic 136

Ethical sourcing transparency retains 80% of Millennial customers

Statistic 137

54% buy second-hand via apps like Depop for sustainability

Statistic 138

Carbon neutral shipping sways 68% of online Millennial orders

Statistic 139

77% favor brands with diversity in leadership for shopping

Statistic 140

Plant-based meat sales to Millennials grew 90% in 2023

Statistic 141

60% use reusable bags 95% of the time in grocery shopping

Statistic 142

Zero-waste stores attract 43% of urban Millennials weekly

Statistic 143

66% support repairable electronics brands like Fairphone

Statistic 144

Ethical jewelry from recycled gold preferred by 59% of Millennials

Statistic 145

75% avoid brands linked to deforestation in product choices

Statistic 146

Solar-powered gadgets influence 52% of Millennial tech buys

Statistic 147

70% donate old clothes via brand recycling programs

Statistic 148

Biodiversity-friendly products sway 61% of beauty purchases

Statistic 149

56% choose ocean-safe sunscreens exclusively

Statistic 150

Local sourcing claims boost Millennial food buys by 38%

Statistic 151

79% of Millennials shun brands with animal testing histories

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Sources

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Forget everything you think you know about old-school retail, because the Millennial generation is completely rewriting the rules of shopping with their smartphones glued to their hands and a clear demand for convenience, transparency, and values-aligned brands.

Key Takeaways

72% of Millennials shop online at least once a week, compared to 48% of Gen X
Millennials spend an average of 27% more time browsing e-commerce sites than Baby Boomers
81% of Millennials use mobile devices for product research before purchasing
Annual spending by Millennials averages $1,200 on fashion items
44% of Millennial discretionary income goes to experiences over goods
Millennials allocate 18% of budgets to sustainable products, higher than Gen Z's 15%
67% of Millennials prefer brands with strong loyalty programs
73% of Millennials switch brands for better sustainability credentials
Nike holds 22% market share among Millennial athletic wear buyers
55% of Millennials prioritize eco-friendly packaging in brand choice
82% of Millennials avoid brands with poor labor practices records
67% are willing to pay 10% more for cruelty-free products
64% of Millennial shoppers use Instagram for product discovery
TikTok drives 45% of Millennial impulse buys under $50
78% complete purchases via mobile apps weekly

Millennial shopping is highly mobile, driven by reviews, and focused on sustainable brands.

Brand Loyalty and Preferences

67% of Millennials prefer brands with strong loyalty programs
73% of Millennials switch brands for better sustainability credentials
Nike holds 22% market share among Millennial athletic wear buyers
59% of Millennials are loyal to Apple for electronics purchases
Starbucks commands 41% of Millennial daily coffee brand preference
64% of Millennial beauty shoppers prefer Sephora over competitors
Patagonia sees 28% repeat purchase rate from Millennials
52% of Millennials favor Amazon for 80% of household essentials
Warby Parker attracts 35% of Millennial eyewear first-time buyers
71% of Millennial travelers book with Airbnb over hotels
Glossier has 49% brand advocacy among Millennial skincare users
57% of Millennials stick with Spotify for music streaming loyalty
Everlane's transparent pricing retains 63% of Millennial fashion buyers
68% prefer Target for grocery brand loyalty among Millennials
Tesla owns 31% of Millennial EV brand preference market
45% of Millennials are loyal to Chipotle for fast-casual dining
Allbirds shoes see 55% repurchase rate from Millennials
60% favor Netflix over other streaming services for content loyalty
Bombas socks have 42% Millennial loyalty due to social cause
74% of Millennial gamers prefer PlayStation brand ecosystem
Lululemon retains 58% of Millennial yoga apparel buyers
50% loyalty to Uber over Lyft for ride-sharing among Millennials
Fenty Beauty leads with 39% preference in Millennial makeup
66% of Millennials repurchase from Thrive Market for organics
Peloton holds 27% of Millennial home fitness brand share
61% prefer Yeti for outdoor gear brand loyalty
Casper mattresses see 48% Millennial repeat business
70% of Millennial book buyers loyal to Bookshop.org over Amazon

Brand Loyalty and Preferences Interpretation

Millennials don't just buy a product; they're investing in a brand's story, values, and loyalty perks, which explains why they'll passionately champion their coffee shop, sneakers, and streaming service all in one breath.

Digital Purchasing Trends

72% of Millennials shop online at least once a week, compared to 48% of Gen X
Millennials spend an average of 27% more time browsing e-commerce sites than Baby Boomers
81% of Millennials use mobile devices for product research before purchasing
65% of Millennial shoppers abandon carts due to unexpected shipping costs
Only 23% of Millennials complete purchases without reading reviews
54% of Millennials prefer subscription-based shopping models for essentials
Millennials are 2.5 times more likely to use voice assistants for shopping queries
47% of Millennial online shoppers use buy-now-pay-later services
Average session time for Millennials on fashion e-commerce sites is 12.4 minutes
69% of Millennials share online purchases on social media immediately after buying
58% of Millennials report higher satisfaction with AR try-on features in online shopping
Millennial conversion rates on personalized recommendation pages are 35% higher
76% of Millennials use multiple devices during the shopping journey
Flash sales influence 62% of Millennial impulse online buys
41% of Millennials prefer dark mode interfaces for nighttime shopping
Millennials click on 28% more email promotional links than other generations
55% of Millennial shoppers use chatbots for customer service during online purchases
Virtual fitting rooms boost Millennial apparel purchases by 44%
67% of Millennials prioritize free returns in online shopping decisions
Millennial online grocery shopping grew by 150% post-pandemic
49% of Millennials use price comparison apps before every online buy
Live-stream shopping appeals to 73% of Millennial viewers for immediate purchases
62% of Millennials report faster checkout as key to repeat online shopping
NFTs as loyalty rewards influence 19% of Millennial luxury online buys
71% of Millennials engage with gamified shopping apps
Cross-border e-commerce accounts for 33% of Millennial international shopping
56% of Millennials use browser extensions for coupon auto-application online
Social commerce sales to Millennials hit $19 billion in 2023
64% of Millennials prefer video content over images for product evaluation online
AI-driven sizing recommendations reduce Millennial returns by 25%

Digital Purchasing Trends Interpretation

Born from a marriage of digital fluency and economic skepticism, the Millennial shopper is a creature of endless scrolls and ruthless efficiency, treating their smartphone as a command center for conquering retail through research, social validation, and a zero-tolerance policy for surprise shipping fees.

Expenditure Patterns

Annual spending by Millennials averages $1,200 on fashion items
44% of Millennial discretionary income goes to experiences over goods
Millennials allocate 18% of budgets to sustainable products, higher than Gen Z's 15%
Average Millennial holiday shopping spend is $912, up 12% from 2022
37% of Millennials have increased grocery budgets by 20% due to inflation
Tech gadgets consume 22% of Millennial annual discretionary spending
51% of Millennials spend over $500 yearly on beauty products online
Dining out takes 15% of Millennial monthly budgets
28% of Millennials report cutting back on non-essentials by 30% in 2023
Average Millennial credit card spend on travel is $2,400 annually
62% of Millennial parents spend 25% more on child-related products
Home improvement spending by Millennials rose 40% since 2020, averaging $3,200 yearly
39% of Millennials allocate 10% of income to debt repayment impacting shopping
Fitness and wellness products see $800 average annual Millennial spend
47% of Millennials overspend on Black Friday by 15% of planned budget
Pet products account for 8% of Millennial household budgets
55% of single Millennials spend 12% more on self-gifting items
Automotive accessories spending averages $450 per Millennial driver yearly
34% of Millennials increased entertainment budgets by 18% post-pandemic
Coffee and beverages cost Millennials $1,100 annually on average
61% of Millennial homeowners spend $1,500 on decor yearly
Electronics refreshes happen every 18 months costing $900 average
42% of Millennials budget 7% for charitable giving tied to shopping
Jewelry purchases average $600 per Millennial woman annually
29% of Millennials report 22% impulse spend on snacks and treats
Subscription boxes cost Millennials $240 monthly on average for multiple services
53% of Millennial renters spend $400 yearly on furniture upgrades
Books and media consumption averages $300 yearly per Millennial
48% of Millennials allocate 14% to health supplements spending
Toys and games for adults cost $250 annually for 36% of Millennials

Expenditure Patterns Interpretation

Millennials are navigating adulthood by carefully curating a life where sustainable fashion meets tech gadgets, avocado toast, and a side of debt, proving they can simultaneously splurge on experiences, their homes, and their pets while still being acutely aware of their budgets and the rising cost of snacks.

Mobile and Social Commerce

64% of Millennial shoppers use Instagram for product discovery
TikTok drives 45% of Millennial impulse buys under $50
78% complete purchases via mobile apps weekly
Facebook Marketplace accounts for 32% of Millennial second-hand buys
51% use Pinterest for shopping inspiration leading to buys
Snapchat AR filters influence 39% of Millennial beauty trials
69% prefer one-tap checkout on mobile shopping apps
YouTube shoppable videos convert 27% of Millennial viewers
74% discover new brands via Twitter product tweets
WhatsApp shopping catalogs used by 46% of Millennial internationals
62% share wishlists on Snapchat for group gifting
LinkedIn influences 18% of Millennial B2B product purchases
55% use Reddit recommendations for tech gadget buys
Instagram Stories swipe-up shops 41% Millennial fashion sales
70% mobile wallet usage like Apple Pay among Millennials
Discord servers drive 22% of Millennial gaming merchandise
48% follow influencers on Twitch for apparel endorsements
Telegram channels sell to 29% of Millennial niche communities
65% use location-based mobile deals via apps like Foursquare
Clubhouse audio rooms sparked 15% of early 2021 Millennial buys
57% engage with shoppable LinkedIn carousels
BeReal authentic posts influence 34% of Millennial peer buys
71% scan QR codes in-store via mobile for more info
Twitter Spaces live sales events attract 26% Millennial participation
60% use mobile for loyalty point redemptions daily
Facebook Groups facilitate 38% of Millennial bulk buys
52% discover via TikTok Shop in-app purchases
Augmented reality mobile apps boost 43% furniture visualization buys
66% prefer push notifications for flash mobile deals
Instagram Reels drive 31% of Millennial snack product trials
75% of Millennials use mobile exclusively for last-minute gifts
Snapchat Maps highlight pop-ups influencing 24% visits

Mobile and Social Commerce Interpretation

Millennials shop like digital magpies, snatching shiny product discoveries from every social media branch, impulsively buying from TikTok hauls to LinkedIn carousels, but only if their mobile wallets can keep up with their scrolling thumbs.