Younger consumers utilize online and omnichannel

Elana Morris

An overview of Morning Consult's latest Retail Industry report regarding In-store vs Online shopping.

Younger consumers show a preference for “buy online, pick up in store” (BOPIS) options at specific retailers, according to a recent trend report by intelligence firm Morning Consult.

Thirty-six percent of Gen Z adults and 32% of millennials reported using this omnichannel option for a beauty or personal care item in January. In comparison, only 24% of the wider population showed this propensity for using BOPIS.

In general, younger consumers prefer online shopping more than older consumers. However, the general population still displays an overall preference for in-store, with roughly half of baby boomers choosing to shop in person...

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