Beauty and personal care shoppers of all ages in the United States are more inclined to shop in-store. However, Ipsos data from March 2024 shows that younger customers are more inclined to shop online than older ones.

39% of US consumers aged 55 and older purchase beauty products in-store from discount or warehouse retailers. However, younger consumers are less likely to do so. Purchasing things online for in-store pickup or through social media is more likely, reported EMarketer.

A November 2023 poll by EMarkerter found that US beauty shoppers are most likely to discover new items while shopping in-store.

However, when it comes to acquiring new items, US beauty customers prefer to do so online and on apps, according to the report.


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