Why Younger Consumers Are Hitting Retail Locations Rather Than Shopping Digitally

Retail brands are trying to appeal to millennials and Gen Z

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While some may believe that millennials and Gen Z might prefer shopping digitally, the contrary actually appears to be true.

When Walmart recently stopped selling handguns and some rifle ammunition, the move was in reaction to the mass shooting at its El Paso, Texas, store last month. But it also probably had to do with the giant retailer’s desire to attract more millennials and that group’s interest in social justice issues. That’s the well-educated guess of consultant Bob Phibbs, CEO of The Retail Doctor.

“Millennials

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This story first appeared in the Sept. 30, 2019, issue of Adweek magazine. Click here to subscribe.