Most Popular Stores for Millennials
10. Bath And Body Works
> Popularity among millennials: 15% more popular than all ages
> U.S. locations: 1,591
> Revenue: $995.0 million (parent company)
One of two specialty retailers under the L Brands umbrella on this list, Bath And Body Works specializes in personal care, selling soaps, lotions, home fragrances, and body care accessories. Young adults are 15% more likely to shop at Bath And Body Works than the general consumer population. The store’s popularity among the 18 to 34 age demographic may partially explain its growth in recent years. The brand’s overall sales climbed 8% in 2017, and the company is building about 30 new North American stores in 2018.
9. In-N-Out Burger
> Popularity among millennials: 17% more popular than all ages
> U.S. locations: 336
> Revenue: N/A
In-N-Out Burger is a fast food chain found in only six states — all west of the Mississippi River. Despite its limited regional reach, the franchise ranks among the most popular stores in the country among young adults. Those in the 18 to 34 age demographic are 17% more likely to eat at In-N-Out Burger than the general population as a whole.
Multiple marketing studies have identified authenticity and transparency among the attributes millennials value most as consumers, and that may explain In-N-Out Burger’s success with the demographic. The company famously uses no freezers, microwaves, heat lamps, or prepackaged food — opting instead to butcher its own beef, bake its own buns, and receive produce directly from the farm.
8. American Eagle Outfitters
> Popularity among millennials: 18% more popular than all ages
> U.S. locations: 802
> Revenue: $3.8 billion
According to a recent study, millennials check their phones up to 150 times a day. With young adults’ receptivity to digital content, companies are more inclined to boost their digital advertising presence. American Eagle Outfitters, which caters to a young audience, is one example. Over the past several years, the clothing company has invested in omni-channel marketing and retail to improve the overall online customer experience and ultimately draw more customers to the brand.
Adults ages 18 to 34 are 18% more likely to shop at American Eagle than the general population.
> Popularity among millennials: 19% more popular than all ages
> U.S. locations: 4,328 (worldwide)
> Revenue: $200.0 billion
According to a study conducted by Nielsen, millennials are willing to pay more for a product that was sourced or manufactured through sustainable means. Nearly 75% of millennial survey respondents said they would pay more for such products. Swedish clothing retailer H&M is catering to these tastes. Earlier this year, H&M released the latest edition of a clothing line, made entirely of regenerated nylon fiber and recycled silver. The effort is the latest in a decades-long sustainability initiative. Adults between the ages of 18 and 34 are 19% more likely than the general population to shop at H&M.
6. Apple Store
> Popularity among millennials: 20% more popular than all ages
> U.S. locations: 272
> Revenue: $229.2 billion
A recent study conducted by MBLM, a self-described brand intimacy agency, found that millennials have a stronger emotional attachment to Apple than any other brand. And emotional attachment can often lead to brand loyalty. Indeed, young adults are 20% more likely to shop at Apple than the general consumer population.
The greater likelihood of younger Americans to shop at Apple may also be due to their more widespread adoption of consumer electronics. With few exceptions, marketing efforts of tech companies like Apple have largely ignored the specific needs of older consumers, targeting the mass market instead.