In 2023, two-thirds of millennials in the United States said they would mostly purchase children's products online if they were able to choose freely. Only just over 10 percent of millennial consumers had a preference for buying kids' products in physical stores.
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023
Characteristic
Online
In-store
Gen Z
40%
27%
Millennials
65%
12%
0%20%40%60%80%
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The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
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Klarna. (May 12, 2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 [Graph]. In Statista. Retrieved May 12, 2025, from https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023." Chart. May 12, 2023. Statista. Accessed May 12, 2025. https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. (2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023. Statista. Statista Inc.. Accessed: May 12, 2025. https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Children's Products in The United States in 2023." Statista, Statista Inc., 12 May 2023, https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 Statista, https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/ (last visited May 12, 2025)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 [Graph], Klarna, May 12, 2023. [Online]. Available: https://www.statista.com/statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
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