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Millennial Apparel Shopping Highlights

Millennials browse and buy apparel in ways that differ from other generations. Brands and retailers looking to reach these shoppers must be tuned in to their unique habits and preferences. 

Here’s a snapshot of how much Millennials are spending on apparel and what factors are influencing their behavior throughout the purchase journey. 

Millennial Apparel Budgets

We’re in the midst of economic uncertainty. Yet, Millennials continue to spend on apparel.

Total (Online + In-Store) Annual Apparel (Clothing + Footwear) Spending
$0
0%
$1-$100
4%
$101-$500
18%
$501-$1,000
25%
$1,001-$2,000
23%
$2,001+
30%

Most Impactful Marketing Channels Among Millennials

Apparel brands and retailers use various marketing channels to reach Millennials. However, user-generated content is most impactful with this generation. 

Top Channels Millennials Consider When Deciding Whether to Buy an Apparel Product
Customer Ratings and Reviews
90%
Customer photos and videos
85%
Recommendations from friends/family
55%
Results on Google and similar search engines
32%
Search results on retail sites (e.g. Amazon.com or Walmart.com)
30%

The Importance of Ratings and Reviews for Millennial Apparel Shoppers

For Millennial apparel shoppers, ratings and reviews aren’t a nice-to-have; they’re a must-have.

of Millennials consult ratings and reviews at least sometimes when shopping for clothing online.
0 %
read this content at least sometimes when shopping for footwear online.
0 %

The Value of User-Generated Visual Content Among Millennial Apparel Shoppers

Brand or retailer-provided imagery has a role to play. But increasingly, Millennial apparel shoppers seek out photos and videos from real-life customers

of Millennial shoppers seek out user-generated photos and videos at least sometimes when shopping for clothing online.
0 %
seek out user-generated imagery at least sometimes when shopping for footwear online.
0 %

Millennials’ Reliance on Q&A

In-store apparel shoppers can ask questions of a sales associate. Online shoppers don’t have that luxury. Many Millennial apparel shoppers bridge the gap by browsing customer Q&A.

of Millennials read Q&A at least sometimes when shopping for clothing online.
0 %
read Q&A at least sometimes when shopping for footwear online.
0 %

Millennials’ Apparel Return Habits

Millennials return apparel purchased online more than any other generation. The key to reducing these returns is to zero in on the reasons behind them. 

of Millennials who have made an apparel purchase online in the last 90 days have also made a merchandise return.
0 %
Key Reasons Millennials Return Apparel Purchased Online
If you have made a return in the last 90 days, what were the reasons?
I didn’t like the sizing
42%
Item didn’t look like I thought it would
31%
I bought different sizes of the same item and then returned those I didn’t like
15%
Item didn’t match the description
14%
Item damaged or defective
12%

How Millennials’ Concern for the Environment Impacts Their Apparel Purchase Decisions

Millennials are increasingly mindful of the environmental impact of their apparel purchase decisions.

of Millennials say it’s at least somewhat important to them that an apparel product is sustainably made with natural ingredients.
0 %
feel it’s at least somewhat important that a clothing or footwear product is vegan.
0 %
This research is taken from Apparel Shopping Trends in 2023, a survey of 25,452 US consumers fielded in June 2023.

Check out the survey hub for further insights.
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