The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
Citation formats
Shopping channel preference among U.S. millennials & Gen Z for kids' products 2023
In 2023, two-thirds of millennials in the United States said they would mostly purchase children's products online if they were able to choose freely. Only just over 10 percent of millennial consumers had a preference for buying kids' products in physical stores.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Klarna. (May 12, 2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 02, 2026, from /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023." Chart. May 12, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 02, 2026. /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. (2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 02, 2026. /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Children's Products in The United States in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 May 2023, /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/ (last visited August 02, 2026)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United States in 2023 [Graph], Klarna, May 12, 2023. [Online]. Available: /statistics/1384261/mostly-online-vs-offline-shopping-children-products-usa/
