Millennial Spending Baffles Retailers

Convenience takes a back seat to value

Millennials continue to perplex retailers as they defy the spending patterns of their parents. Companies have capitalized on convenience for years, but Millennials have proven to be far less likely to purchase something just because it’s convenient. Case in point: packaged baby food sales have fallen 30% in the past five years as Millennial moms choose to prepare fresh meals rather than purchase pre-made baby food. Value is much more important to these 20- and 30-somethings. (Business Insider, 1.12.17)