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Surprising shopping trends across generations

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While Facebook would love to make waves as a primary source of inspiration in the online shopping world, people really don't look to the social media site for shopping ideas—and quite honestly, they barely look at Pinterest either (

While Gen Y is most inclined to turn to social media—Instagram, Facebook, Pinterest, etc.—for inspiration, across all generations, retailers dominate. Whether it's online sites or bricks-and-mortar locations, shoppers go straight to the source to begin their path to purchase.

In the study—which surveyed 6,900 shoppers immediately after they checked out from 1,196 online retailers—shoppers also revealed that more often than not, shopping is a solo activity, and a time for women in particular, to get some alone time. Gen Y is the most inclined to shop with friends and significant others by a long-shot, while men are far more inclined to rate their spouse as their favorite shopping companion than women. Not surprisingly, nobody likes to shop with their mother-in-law.

" is a solo activity, and a time for women in particular, to get some alone time."

Meanwhile, a majority of shoppers believe that they are the best deal-hunter in their family, which might explain why a majority of shoppers love looking for deals. Women beat out men in their enjoyment of getting items for loved ones, while men beat out women when it comes to enjoying people watching.


* Social shopping really only exists with Gen Y: Far more influenced by their friends (and inclined to shop with them), than other generations.

* Men loved to shop with their wives: Women, not so much. (34% vs. 14%)

* Those with the HHI (household income) of 150K+ are most influenced by magazines (36% vs. 28% of general population); Gen Y most influenced by Blogs (12% vs. 5% of general population).

* When it comes to shopping, social primarily influences Women and Gen Y, though falls far behind other sources. (Pinterest & Facebook peak at about 20% with Gen Y.)

* Men much more likely to look for pre-purchase approval (29% vs. 19% of women).

* Baby Boomers most likely to cite children as a favored shopping companion; Gen Y most likely to cite mother.

* Survey says: Nobody likes to shop with their mother-in-law.

INFOGRAPHIC with more information here:



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