Gen Zers and millennials are more inclined than previous generations to do holiday shopping at the mall in person. Still, according to The Harris Poll, Gen Xers and baby boomers are more likely to purchase online via retailer websites.

However, the most preferred shopping strategy across all generations is to shop online at Amazon, reported Insider Intelligence/eMarketer.

According to our projection, Amazon will account for 41.9% of US retail holiday e-commerce sales this year, totaling $106.18 billion.

According to an August 2023 Jungle Scout poll, more than half (51%) of US consumers begin their online buying search on Amazon, outperforming search engines (39%), (34%), and YouTube (23%).


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