Cheapest shopping channel according to GB consumers in 2023, by generation
Overall, all generations in Great Britain in 2023 said that online was the purchase channel with the cheapest options, compared to high streets and out-of-town shopping centers, however the share of responses varied significantly between generations. 40 percent of Gen Z said that shopping online was cheapest, compared to 60 percent of baby boomers. 20 percent of millennials believed out-of-town shopping centers offered the cheapest goods, compared to 38 percent of Silent Generation consumers.