Key stat: Some 41.2% of US digital buyers ages 35 to 54 bought apparel online in the past month, 12 percentage points ahead of those ages 18 to 34, according to a September survey from EMARKETER and Bizrate Insights.

Beyond the chart:

• Many older shoppers decide what their households wear, but brands still aren't talking to them. Some 44.6% of consumers ages 50 and older make the final call on apparel purchases at home, yet fewer than 7% say brand messaging often feels authentically designed for them, according to Curion.
• Meanwhile, part of younger shoppers' clothing budget is going secondhand. Some 42% of US consumers bought preowned clothing or accessories in the past year, and Gen Z leads adoption, according to Bain.

Use this chart: Drop this into your media plan review when the team defaults to young shoppers for apparel campaigns. Show it to your merchandisers deciding which customers get a first look at the new-season assortment.

Related EMARKETER reports:

• Generational Shopping Trends 2026 (EMARKETER subscription required)
• US Apparel, Footwear, and Accessories Ecommerce Benchmarks: Q2 2026 (EMARKETER subscription required)

Methodology: Data is from the September 2026 Bizrate Insights and EMARKETER Survey "Ecommerce Shopping Behaviors," conducted by Bizrate Insights. 1,020 US adults ages 18 to 65 were surveyed online during August 3-28, 2026. Respondents identified as female (49.9%) and male (50.1%) and were ages 18-34 (33.1%), 35-54 (33.4%), and 55-65 (33.4%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a quarterly consumer pulse of digital shopping behavior and intent.