Millennial Buying Behavior: Top 5 Trends to Know in 2026

Millennials are individuals born between 1981 and 1996. And as of 2026, they are the largest generation across the world’s biggest 20 economies. In the United States, they are the largest adult group, totaling more than 74 million people.

As such, the millennial generation comprises a large share of purchasing power. Their total net worth has more than quadrupled since 2020, growing from $4.36 trillion in Q1 2020 to $18.73 trillion in Q4 2025. Given the generation’s size and buying power, it can be useful to understand millennial shopping behaviors and how it might impact your business.

In this article, learn about millennial consumer behaviors and the marketing strategies brands are using to appeal to them.

5 millennial buying behaviors

1. Nostalgia, but healthier
2. Online shopping is king
3. Prioritizing wellness, self-care, and longevity
4. Defying taboos about menopause
5. A love of subscriptions

Here are five millennial shopping habits to consider:

1. Nostalgia, but healthier

Some 64% of Gen Alpha kids between the ages of 8 and 15 have millennial parents, according to a 2026 report by the PR agency DKC.

Millennial spending habits are specific when it comes to their children: They are nostalgic for their own childhoods, but they seek safer, healthier materials in the toys, clothes, and food they purchase for their kids.

“When it comes to snacks and food, there’s an emphasis on items that allow millennials to relive their childhood but that also have appeal for their kids,” says Angie Meltsner, a trends and consumer insights researcher and founder of the cultural insights studio Tomato Baby. “For example, Chomps, a meat stick brand, allows millennials to tap into notions of nostalgia of eating a favorite childhood snack, but can also feel good about giving it to their children.”

Chomps started as a brand for male CrossFit enthusiasts, but when they conducted proper market research, cofounders Peter Maldonado and Rashid Ali learned their customer base was 70% women. And when Peter and Rashid had children of their own, it inspired them to market themselves as a healthy alternative for families.

“We start looking at labels, and we start realizing that a lot of the food that our kids are eating is garbage,” Rashid says on an episode of Shopify Masters.

One way Chomps speaks directly to millennials is by positioning themselves as a school snack for their kids. In one pop-up, they announce a “snack-to-school” sale.

2. Online shopping is king

Millennials grew up during the internet boom and witnessed the inception and rise of social media. They aren’t quite digital natives, but millennials are the first digitally savvy generation, accustomed to the convenience of new technologies, like ecommerce and mobile payments.

While Gen Z consumers demand in-store experiences, millennials tend to prefer the ease of online shopping. In fact, a report by the product experience platform Salsify finds that millennials shop online more frequently than other groups, with more than 60% making an online purchase at least once a week.

Millennials’ preference for online shopping has also translated to social shopping. As eMarketer reports, millennials are the most active shoppers on TikTok Shop.

“Millennials grew up having to go to stores: There was no other option,” Angie says. “And then when millennials eventually had their own money and were able to buy things for themselves—their households—that’s when online shopping became really popular, and millennials just really embraced it for the convenience factor. Now, you can’t get away from that.&rdquo

The reasons are manifold: Salsify found that shoppers of all ages choose online over in-store because of better pricing, convenience, 24/7 shopping availability, wider product selection, and the ability to see customer reviews and ratings.

3. Prioritizing wellness, self care, and longevity

As they near middle age, millennial consumers are prioritizing wellness and longevity—and they’re willing to spend their money on products and services in this category. 

The consulting firm McKinsey reports that millennials are most likely to be what they dub “maximalist optimizers,” or consumers who like to try science-backed products and tech. This group makes up about 25% of wellness customers, but they account for 40% of spend.

Compared to other generations, Gen Z and millennials prefer to spend money on a wider range of health and wellness products, like health-tracking devices, IV drops, and mindfulness apps. They are willing to try wellness products outside of vitamins and supplements, which is what older generations prefer.

Their openness gives a nonalcoholic beverage brand like De Soi a chance to appeal to millennial buyers. The brand’s main audience is younger millennial women, particularly those living in urban areas and investing in wellness. 

To speak to their audience, the brand chooses to highlight the positive benefits of drinking their products. For example, one social media post reads, “Some drinks end the day. This one keeps you in it.”

4. Defying taboos about menopause

Millennials are having open dialogues about menopause, an area that was once whispered about, if discussed at all.

A Grand View Research report estimates that the menopause market will grow from $18.7 billion in 2025 to $28.8 billion in 2033. And the topic is important to millennials.

In an interview with USA Today, Dr. Mary Claire Haver, obstetrician, gynecologist, and author of The New Perimenopause, says that millennials are speaking up for themselves and creating communities where they can openly discuss menopause.

The 2024 Menopause in the Workplace report by fertility benefits provider Carrot relays that 51% of millennial respondents think about menopause monthly or more often. While less than a third of Gen X women had a high understanding of their menopause symptoms and treatment options when their symptoms began, 67% of millennials discuss it among friends and relatives, and 43% have at least some understanding of the topic.

An additional 28% of millennials don’t consider themselves prepared, but they plan to be ready for menopause. This gives companies a chance to educate millennials on the topic, along with sharing information about perimenopause (the stage before menopause) as well. One company that’s doing this is intimate health brand Kindra.

For example, in one blog article, Kindra explains how to deal with perimenopause at work, offering practical tips on how to dress for comfort and who to reach out to for support. 

5. A love of subscriptions

The phrase “Netflix and chill” (coined in 2009) doesn’t just speak to millennial dating habits. It also underscores millennials’ proclivity for using streaming subscription services. 

Millennials are fond of subscriptions, and spend about $124 per month on them, which is more than other age demographics. For comparison, Gen Z pays around $118, while Gen X spends $99, according to a 2026 report by billing and monetization company Chargebee.

Millennials are also increasing their subscription spending at higher rates. The Chargebee report describes them as “sophisticated buyers who rely on recurring relationships.”

If you have a subscription business, one way to appeal to this audience is to connect with them where they are. According to a 2026 Sprout Pulse Survey, 70% of millennials are on Facebook, making it the second-most popular platform for this demographic behind Instagram (76%).

The cofounders of BattlBox, a monthly outdoor and survival gear subscription box, realized that to build loyalty, they needed to use social media to create community with their audience. They used different platforms, including a dedicated Facebook group with more than 10,000 active members, to encourage users to share tips and their experience using BattlBox’s products.