As of last year, the Millennial generation overtook the Baby Boomers as the largest generation in the U.S. This young, vocal, decision-driving group will carry the majority of consumer spending power by as early as next year. Even now, the Boston Consulting Group estimates that Millennials in the U.S. wield about $1.3 trillion in annual buying power.
With these numbers in mind, it’s no surprise that retailers are frantically trying to adapt their strategies to reach this demographic. However, many are struggling to understand how to prioritize the many demands Millennials have placed on the market.
