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  • Why do tech-savvy Gen Yers still shop at supercentres?
  • Why do tech-savvy Gen Yers still shop at supercentres?
    Nathan Rupert, Creative Commons (2015) ©

Why do American Gen Yers love big box retailers?

Despite their love of online shopping, young Americans still see great value in supercentres, with many visiting a Target and Walmart on a weekly basis. In the first of a two-part report, we explore how big box retailers are tapping into aspirational consumerism to grab the interest of Gen Y.

Location United States

Read the second part here

Gen Y’s love of online shopping has had a disruptive, if not devastating, effect on brick-and-mortar retailers; in 2016, 18- to 34-year-olds in the US made 54% of their non-grocery purchases online, up from 51% in 2015. [1] With mall visits decreasing 50% between 2010 and 2013, the so-called ‘Amazon effect’ has been particularly hard on malls and department stores. [2] The gradual decline of in-store traffic has led many retailers including Macy’s, Sears, and JCPenney to shutter stores.

While supercentre stalwarts Target and Walmart haven’t been immune to the ...



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