Angelica Frey for Shopify

Wellness, subscriptions, and nostalgia: How millennials are spending their money

Millennials—individuals born between 1981 and 1996—now make up 29% of the worldwide population. In the United States, they are the largest adult group, totaling more than 74 million people.

Given the generation’s size, it makes sense that millennials comprise a large share of purchasing power. Despite having come of age during the 2008 Great Recession, millennials are now in their prime spending years, with 16% of U.S. millennials earning $100,000 or more per year, per YouGov.

Understanding millennial shopping habits can help you foster brand loyalty and drive sales. Below, Shopify explores millennial purchasing behaviors and how they can impact your business strategy.

Five m

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