Millennials and Baby Boomers differ vastly in their shopping behaviors, yet they also demonstrate strikingly similar buying values. In a digital age wherein the power and the money of America's largest generations influence ecommerce revenue performance, the challenge for retailers is to maintain awareness of the range of shopper expectations and accommodate for ever changing needs.
Millennials currently hold "the power," leading in progressive trends, their wide adoption of technology, and their ability to shape the shopping experiences of the future. For example, 38 percent of Millennials desire to do more mobile shopping, 36.7 percent want to pay for items in-store using mobile devices, and 30 percent are excited by the idea of delivery by drones.
On the other hand, Baby Boomers hold "the money." With more disposable income than their children, they are interested in the ability to see and touch before buying – 48.6 percent feel more secure in shopping in-store.