Key stat: 69.0% of US baby boomers are willing to wait for a worker to unlock a product when they see it in the store, according to Numerator. That figure is much lower for millennials (56.5%) and Gen Zers (57.2%).
Beyond the chart:
Use this chart: Retailers can use this chart to evaluate in-store strategies depending on which consumers they serve. They can also use this chart to make the case for ecommerce marketing spend to reach younger consumers, who are less likely to wait in stores.
Related EMARKETER reports:
Methodology: Data is from the November 2024 Numerator report titled "Unlocking Shopper Reactions to Secured Products." 5,000+ US Shoppers were surveyed online during September 2024.