Millennial and Gen Z share of spend will increase to 55% by 2030
Millennials and Gen Z peak earning years are still to come
Retail spending over time for Millennials and Gen Z $BN, USD
$300
20%
5%
27%
40%
$200
35%
68%
$100
Retail spend by generation in 2023
Retail spend by generation in 2030
2016 2018 2020 2022 2024 2026 2028 2030 0
Gen Z
Millennials
Gen X and older
Source: Forecasts based on the University of Michigan Panel Study of Income Dynamic 2005-2017, Bureau of Labor Statistics CE Generation Tables, Census Bureau Population projections for United States - analysis by CoffeeChain as part of Accenture Note : Retail expenditure
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