Gen Z has a completely different shopping preference from millennials — and it’s good news for retail

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When they want to go shopping, Gen Z-ers prefer to go to the store, according to a new survey by Pricewaterhouse Coopers.

Members of the “millennials on steroids”generation told PwC in a survey forecasting holiday shopping habits that they prefer the in-store experience to shopping online.

PwC surveyed 2,395 national consumers — and, separately, 301 young Gen Z consumers — for its annual Holiday Outlook survey.

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