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:

• Stores like CVS and Walgreens lock up products to deter crime, but that can also deter shoppers from buying the items.
• Organized retail crime, which was a hot topic several years ago, is likely overestimated, and shoplifting has not increased in most major US cities since 2019, per the New York Times.

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:

• Retail Trends to Watch in 2025 (EMARKETER subscription required)
• The 2024 Healthcare Consumer (EMARKETER subscription required)

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.