Chain Store Age
A new study reveals defining the “most loyal” generation of shoppers is not a clear-cut proposition.
According to “What do Americans think of loyalty programs” from online research platform YouGov, 64% of all U.S. adults belong to at least one loyalty program. But the rate of loyalty membership varies by generation. The most loyal generation is 55-to-64-year-olds and the least loyal is age 18-24 (the youngest millennials and oldest Gen Z). However, when 18-to-24-year-olds do sign up for a loyalty program, they participate more frequently than their older peers.. . . more