A fresh survey sheds light on American shoppers’ favorite retailers, offering insights into what drives their loyalty and preference in today’s dynamic retail landscape. The Consumer Sentiment Index by AlixPartners, based on responses from 9,000 shoppers, reveals generational differences in retail preferences.
The survey shows that the love for certain brands like Nike and Kohl’s remains strong across age groups, despite shifting market trends. From Gen Z to Boomers, every generation has a distinct perspective on which brands top their list.
Nike is One of the Most Favorite Retailers of Gen Z, Millennials & Gen X
When it comes to active footwear, Nike remains a crowd favorite across all generational lines. The brand leads as the number one active footwear retailer among Gen Z, Millennials, Gen X, and Boomers, reflecting a deep-rooted loyalty that spans decades.
Nike / In the survey, 36% of both Gen Z and Gen X chose Nike as their preferred footwear brand, with Millennials showing even higher loyalty at 44%.
Nike's success in capturing every generation likely stems from its adaptability. The brand keeps pace with changing trends yet remains true to its identity. Nike appeals to Gen Z with sustainable practices and trendy collaborations.
Adidas & Foot Locker Remain Strong Contenders
While Nike shines brightest, Adidas and Foot Locker maintain strong followings. Adidas consistently ranks in second or third place, showing notable popularity among Gen Z (21%) and Millennials (13%). The brand resonates with a younger crowd, especially with its focus on streetwear aesthetics and collaborations with pop culture icons.
However, it faces tough competition, particularly among Millennials and Gen Xers, where loyalty toward Nike proves harder to crack.
Similarly, Foot Locker also stands out, especially among Gen X (15%) and Boomers (18%), solidifying its reputation as a go-to retailer for quality footwear options. Known for its wide selection and convenient locations, Foot Locker attracts older generations who prioritize accessibility and reliability.
New Balance Gains Ground With Gen X & Boomers
Footwear giant New Balance may not have the youthful appeal of Nike or Adidas. But it is making strides with older consumers. The brand ranks as a favorite among Gen X and Boomers, with 13% and 12% of respondents in these groups, respectively, listing it as their go-to.
Known for its comfort-driven design and robust quality, New Balance has positioned itself as the footwear of choice for those seeking long-lasting comfort over trendiness.
Fashion Corner / For Gen X and Boomers, New Balance offers practicality and consistency, which these generations value.
While Gen Z and Millennials lean toward brands with pop culture affiliations, older consumers look for durability and function. This preference speaks to New Balance’s ability to capture a dedicated niche in a highly competitive market—something that caters to its customers' needs in a straightforward, no-frills way.
Hence, NB is one of the most favorite retailers of Gen X and Boomers.
Kohl’s Charges the Lead as the Favorite Department Store
While the rise of eCommerce might suggest department stores are losing their appeal, Kohl’s proves otherwise. Among department stores, Kohl’s is the top choice for Gen Z, Millennials, and Boomers.
Kohl’s versatile product selection and strategic store locations make it convenient for shoppers across age groups. Plus, its focus on value for money resonates with all generations, but especially with Boomers, where Kohl’s secures an impressive 32% preference rating.
For Gen Z, Kohl’s stands out with a 19% preference rate, suggesting that even younger consumers find value in its offerings. This may be due to Kohl’s increased focus on incorporating digital features, such as its app and online shopping options, making it more appealing to a tech-savvy audience.
