The data: The majority of Gen Alpha consumers prefer to shop for beauty products in-store, according to a NielsenIQ survey commissioned by Ulta Beauty.

The trend is consistent across categories, with at least two-thirds of Gen Alpha fragrance, makeup, skincare, nailcare, and haircare users preferring the in-store experience.

The same pattern holds for Gen Alpha AI users: 57% say they visit stores to browse and test products, compared with 36% of non-AI users.

Why it matters: Gen Alpha’s affinity for in-person shopping points to the continued importance of physical retail as a means of driving awareness and engagement among consumers of all ages. Stores also offer near-immediate gratification, with 43% to 51% of Gen Alpha consumers across beauty categories citing the ability to take products home immediately as a top reason for shopping in person.

That consideration influences older beauty shoppers, with 50.4% citing convenient store locations and 45% immediate product availability as the top factors influencing their decision to buy beauty and personal care products in-store, according to EMARKETER’s Pulse of the Consumer survey.