In fact, a whopping 76% of both the Millennials and Gen-Xers (ages 37 - 52) actually went to the stores, rather than buying from that store’s website. Quite a contrast with the Baby Boomers, who seem to prefer the convenience of shopping online . Only 56% of Baby Boomers ventured into the actual physical stores. 'Click and Collect' generated add-on sales And shoppers using 'click and collect' (or BOPIS – Buy Online, Pickup In Store) were highly likely to purchase additiional items once in store. The Baby Boomers had the most dramatic increase from last year: from 26% to 53%. And here’s another counter-intuitive “fun fact” Which age group came out on top in terms of spending more this year than last? Right again: Millennials. Almost half – forty-three percent – of Millennials spent more over the two-day period this year than last year. Only about a third (37%) of GenX-ers, and just 30% of Boomers spent more. Ahh, but this finding may not surprise you. The Millennials weren’t necessarily shopping for others. Instead, they were purchasing “non-gift” merchandise rather than Holiday gifts. Focused on taking advantage of promotions, perhaps? Or self-gifting? All in all, good reminders that we should not simply assume that the digital-native Millennials are online-only, or that the Baby Boomers are internet-averse. — source: ICSC Industry Insights Study , 'Millennials flock to stores, shopping centers', November 25, 2017, by ORC International on behalf of the International Council of Shopping Centers .