Gen Z and Millennials Drive Omnichannel Summer Spending, Pressuring Retail Supply Chains
Event summary
- o9 Solutions' survey of 1,000 Americans (March 12-19, 2026) found only 12% of Gen Z and 9% of Millennials plan to shop entirely online this summer.
- 69% of Americans plan to shop both in-store and online during summer 2026, with Gen Z and Millennials leading summer spending (62% and 61% respectively).
- Food and beverage is the top summer spend (53%), with Gen Z prioritizing food (48%), clothing (42%), and skincare (41%).
- Disruptions in the Strait of Hormuz are tightening fertilizer supply, potentially impacting food and beverage prices and availability.
The big picture
The survey highlights a strategic shift toward omnichannel shopping, particularly among younger generations, which demands greater supply chain agility from retailers. With food and beverage emerging as the top summer spend category, retailers must balance inventory against potential supply chain disruptions. The findings underscore the need for connected demand and inventory visibility across channels, as well as real-time scenario planning capabilities.
What we're watching
- Inventory Agility
- How retailers will adapt inventory strategies to match rapidly shifting omnichannel demand patterns.
- Supply Chain Resilience
- Whether disruptions in fertilizer supply will materially impact food and beverage pricing and availability.
- Tech Adoption
- The pace at which retailers deploy scenario planning technology to manage volatile demand trends.