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 UK millennials & Gen Z for kids' products 2023
In 2023, more than ** percent of millennials in the United Kingdom (UK) said they would prefer to buy children's products online, given the freedom to choose. Only just over ** percent of millennial consumers had a preference for buying kids' products in physical stores.
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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 Kingdom (UK) in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United Kingdom (UK) in 2023." Chart. May 12, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/
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 Kingdom (UK) in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Children's Products in The United Kingdom (Uk) in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 May 2023, /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United Kingdom (UK) in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/ (last visited July 30, 2026)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for children's products in the United Kingdom (UK) in 2023 [Graph], Klarna, May 12, 2023. [Online]. Available: /statistics/1384414/mostly-online-vs-offline-shopping-children-products-uk/
