According to www.thescxchange.com, a consumer survey from o9 Solutions and Team Lewis reveals that younger consumers remain firmly committed to omnichannel shopping — not fully digital — this summer. The survey, conducted March 12–19, 2026, polled 1,000 Americans and found that only 12% of Gen Z and 9% of Millennials plan to shop entirely online during the summer months. In contrast, 69% of all Americans intend to shop both in-store and online — underscoring the enduring relevance of physical retail for discovery, social interaction, and content creation.
Omnichannel Demand Drives Supply Chain Pressure
That behavioral pattern places heightened demands on inventory accuracy, cross-channel visibility, and supply chain agility. As Igor Rikalo, President and COO at o9 Solutions, explained:
“Trends can spike overnight, especially with younger consumers. Tighter demand sensing and rapid scenario planning give brands the ability to rebalance inventory quickly and protect loyalty.”
He added:
“This survey underscores that omnichannel shopping and rapidly evolving, younger-driven demand are raising expectations for planning. Retailers need connected demand and inventory visibility across channels, as well as the agility to rebalance inventory as trends spike and shift.”
Category & Demographic Spending Priorities
By category, food and beverages top summer spending intentions: 53% of respondents plan to buy more food and beverages — ahead of clothing (40%) and skincare/sun protection (38%). Gender differences are pronounced: women report higher planned summer purchases than men across all three categories — food/beverages (57% vs. 48%), skincare/sunscreen (46% vs. 30%), and clothing (45% vs. 34%).
Summer promotions also hold outsized importance for certain age groups: 75% of Millennials and 73% of Gen X cite sales as highly influential — compared to 69% of Gen Z, 67% of Baby Boomers, and 50% of the Silent Generation.
Geopolitical Risk Amplifies Inventory Volatility
The source states that uncertainty in global supply chain flows — particularly disruptions through the Strait of Hormuz linked to the U.S. and Israel’s war against Iran — is tightening fertilizer supply during peak planting season. That pressure threatens food and beverage availability and pricing, directly affecting the top summer spend category. According to the report, such geopolitical volatility makes real-time scenario planning and demand-sensing capabilities no longer optional but operationally essential for retailers managing fast-shifting inventory needs.
Source: www.thescxchange.com
Compiled from international media by the SCI.AI editorial team.
