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Younger Shoppers More Likely to Shop in Stores

Posted on December 19, 2017

Shoppers between the ages of 18 and 29 are more likely to shop in stores than any other age group, according to a new survey from The Generations Institute at Long Island University, in collaboration with the university's Steven S. Hornstein Center for Policy, Polling and Analysis.

Polling results suggest that shoppers across all age groups rarely seek out small businesses for holiday shopping, and that coupons or discounts alone are not enough to attract customers.

Despite a continually recovering economy, consumer confidence seems to be low.

The poll indicated that two thirds of shoppers were planning to spend the same or less on their holiday shopping. Only 12.6 percent were planning to spend more this year than in previous years.

"Americans have shown that they are evenly split between shopping online and shopping by foot for holiday gifts," said Dr. Edward Summers, Fellow at the Hornstein Center.

"However, the most surprising results showed that younger shoppers between the ages of 18 and 29 are more likely to shop in stores than any other age group," Summers said.

We’ll have to check the tallies after the holidays, to see if people actually did what they told researchers they were going to do.