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Generational fashion e-commerce in the United States

Statistics report on generational fashion e-commerce in the United States

This report presents insights and statistics on fashion online shopping in the United States among generational cohorts from Generation Z to Baby Boomers. It provides an overview of how the different generations shop for apparel, shoes, and accessories online as well as information on what drives purchases and returns, what channels each demographic searches for, and mobile shopping habits.

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Table of contents

Overview

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  • Premium Statistic U.S. fashion and accessories e-retail revenue 2017-2030
  • Premium Forecast Top fashion online stores in the U.S. in 2025
  • Premium Statistic Online fashion shoppers in the United States in 2023, by generation
  • Premium Statistic Online second-hand fashion shoppers in the United States in 2023, by generation
  • Premium Statistic Consumers who made an online purchase in the U.S. in 2023, by age and category
  • Premium Statistic Gen Z monthly online shoppers worldwide 2023, by category
  • Premium Statistic Generational distribution of global fashion online shoppers 2023
  • Premium Statistic Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category

Purchase drivers

6
  • Premium Forecast Considerations when choosing apparel for Gen Z in the U.S. 2023
  • Premium Statistic Gen Z fashion inspiration sources in the U.S. in 2023
  • Premium Statistic Top considerations for Gen Z when purchasing clothing in the U.S. 2023
  • Premium Statistic Top considerations for Millennials when purchasing clothing in the U.S. 2023
  • Premium Statistic Top considerations for Gen X when purchasing clothing in the U.S. 2023
  • Premium Statistic U.S. consumers who look for UGC when shopping for fashion online 2023, by generation

Purchase channels

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  • Premium Statistic Store types where 25 to 34 year-olds buy most of their clothing in the U.S. in 2023
  • Premium Statistic Store types where consumers 55 and older buy most of their clothing in the U.S. 2023
  • Premium Statistic Store types where Gen Z buy most of their clothing in the U.S. in 2023
  • Premium Statistic Shopping channel preference among U.S. millennials & Gen Z for clothes and shoes 2023
  • Premium Statistic Top online discovery channels for clothing buyers in the U.S. 2023
  • Premium Statistic Women's casual apparel brands gaining popularity Gen Z U.S. 2025
  • Premium Statistic Men's casual apparel brands gaining popularity U.S. 2025

Mobile shopping

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  • Premium Statistic Clothing shoppers mobile audience share in the U.S. 2023, by age
  • Premium Statistic Leading shopping apps for Gen Z in the U.S. 2023
  • Premium Statistic Leading shopping apps for millennials in the U.S. 2023
  • Premium Statistic Leading shopping apps for Gen X in the U.S. 2023
  • Premium Statistic Social commerce fashion shoppers in the United States in 2023, by generation
  • Premium Statistic Social media shoppers 2024, by generation

Returns

4
  • Premium Statistic Online fashion shoppers who made returns in the United States in 2023, by generation
  • Premium Statistic Top reasons Gen Z return clothing items online in the United States 2023
  • Premium Statistic Top reasons Millennials return clothing items online in the United States 2023
  • Premium Statistic Top reasons Gen X return clothing items online in the U.S. 2023
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