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July 1, 2025
Gen Zers and Millennials Are More Likely to Value Quality Over Discounts Compared With Other Generations
Methodology
Data is from the July 2025 EMARKETER Survey "US Consumer Path to Purchase." 1,438 US shoppers were surveyed during June 10-20, 2025. The survey's purpose is to gain insight into the consumer path to purchase journey and to reveal the digital activities that influenced shoppers' product discovery and their impact on driving conversions in physical stores and online. Respondents to the online survey were selected to closely align with the US population on the criteria of age (among ages 15 to 79), gender, household income, and ethnicity and race. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-2.6 percentage points at the 95% confidence level.Featured In
Generational Shopping Trends 2026Sources
Chart Title
Gen Zers and Millennials Are More Likely to Value Quality Over Discounts Compared With Other GenerationsPublication Date
July 1, 2025