Despite the increase of technology and online shopping platforms, younger generations still plan to shop in-store this summer, according to a consumer survey from enterprise software and artificial intelligence (AI) provider o9 Solutions.Only 12% of Gen Z and 9% of Millennials plan to shop entirely online this summer, according to the survey from Dallas-based o9 and Team Lewis. The survey covered 1,000 Americans between March 12-19, and found most shoppers are omnichannel, with 69% of Americans planning to shop both in-store and online during the summer months.Those results show that young adults are returning to malls for socializing, fashion discovery, and content creation, serving as a partial “digital detox” from constant phone use, researchers said.However, that trend puts pressure on retailers to improve their performance in retail inventory and supply chain agility. “Trends can spike overnight, especially with younger consumers,” said Igor Rikalo, President and COO at o9 Solutions. “Tighter demand sensing and rapid scenario planning give brands the ability to rebalance inventory quickly and protect loyalty.”To capture those sales, the survey showed that the importance of summer promotions or sales is highest amongst Millennials (75%) and Gen X (73%), compared to their counterparts, Gen Z (69%), Baby Boomer (67%), and the Silent Generation (50%).By category, food will be the top summer spend, with Americans saying they will buy more food and beverages (53%) in the summer, even more than clothing (40%) and skincare/sun protection (38%). And by gender, the findings revealed that women are more likely to buy more…
