New Report Reveals Surprising Truths About the Retail Experience Across Generations

Press Release from ChangeUp

ChangeUp's latest survey debunks common generational myths and stereotypes, highlighting what really drives in-store shopping satisfaction.

DAYTON, Ohio, April 2, 2025 /PRNewswire/ -- ChangeUp, the leading experience agency, has released its latest industry report uncovering how U.S. consumers, across generations, prefer to experience apparel shopping. The findings emphasize how retailers can better serve different age groups—ranging from Gen Z to Boomers—by aligning store design with customer expectations and preferences.

ChangeUp surveyed thousands of shoppers, revealing insights that challenge conventional retail strategies and break generational myths.

Key insights include:

Despite being digital natives, Gen Z is just as likely to purchase apparel in-store as they are online. Yet 50% of Gen Z shoppers find in-store shopping stressful, highlighting an opportunity for retailers to better connect with young customers.
Over 70% of Millennials say the quality of the in-store experience influences where they shop. And more than any other generation, millennials choose stores that align with their values, like to try on new styles, and enjoy staff interactions.
Gen X shoppers won't sacrifice a positive store experience for lower prices—only 33% are willing to put up with a poor shopping environment to save money.
Boomers feel misunderstood, with only 37% saying retailers understand their style preferences and just 29% feeling inspired in-store.

"When retailers truly understand how their shoppers want to experience products and brands, design decisions become clearer, investments become more focused, and shopping environments become more profitable," said Lynn Gonsior, Chief Operating Officer at ChangeUp. "Retailers must listen, adapt, and design spaces that resonate deeply with their customers."

When asked to rank retailers' in-store experiences, respondents ranked Nike and Levi's as the top brands delivering exceptional experiences across each generation, stemming from clear category organization and focused storytelling. Meanwhile, traditional department stores and big box retailers often scored lowest for shopping enjoyment.

ChangeUp's report also provides actionable insights for brands looking to refine their in-store experience to better meet the needs of today's consumers.

For the full report, visit: changeupinc.com/apparel-report /

Methodology:
ChangeUp surveyed 2,000+ apparel shoppers across the United States, ensuring a diverse representation by age, gender, race, region, and income. All respondents were primary or shared decision-makers who shop for apparel in physical stores at least every three months.

About ChangeUp:
ChangeUp is an award-winning experience agency designing for the moments where brands and customers meet. We develop brand-led experiences that create change for businesses through customer insights and strategy, brand design, store design and architecture. We've partnered with clients including Bath & Body Works, Best Buy, The Vitamin Shoppe, Chick-fil-A, Stop & Shop, bp, and Kia. Learn more at www.changeupinc.com.

Media Contact:
Rebecca Dersh
Communications Director, ChangeUp
[email protected]