Tap on column headers to sort the data; use the search box below to find a specific product category). Respondents were permitted to select up to three product categories; therefore, totals will not equal 100%.
| Segment | Adults | Gen Z | Millennials | Gen X | Baby Boomers | Parents | $100k+/year | $50k-100k/year | Under $50k/year | Urban | Suburban | Rural | US Northeast | US South | US Midwest | US West | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Gift cards | 51% | 35% | 42% | 51% | 62% | 44% | 46% | 57% | 50% | 43% | 59% | 51% | 50% | 50% | 55% | 51% |
| 2 | Technology/gadgets(TVs, laptops, cell phones, gaming consoles, etc.) | 27% | 35% | 36% | 29% | 15% | 34% | 36% | 28% | 22% | 32% | 24% | 24% | 34% | 27% | 19% | 28% |
| 3 | Comfortwear(loungewear, athleisure, sleepwear, etc.) | 25% | 37% | 19% | 25% | 28% | 24% | 20% | 22% | 29% | 22% | 24% | 32% | 22% | 27% | 28% | 23% |
| 4 | Personal care and beauty | 24% | 33% | 28% | 26% | 18% | 28% | 24% | 23% | 25% | 24% | 25% | 24% | 24% | 27% | 20% | 23% |
| 5 | Physical entertainment(books, board games, outside play, etc.) | 24% | 19% | 25% | 24% | 23% | 27% | 24% | 26% | 22% | 21% | 23% | 30% | 24% | 22% | 24% | 25% |
| 6 | Casual footwear(sneakers, sandals, flats, etc.) | 18% | 28% | 21% | 20% | 10% | 23% | 21% | 18% | 16% | 20% | 16% | 17% | 17% | 18% | 13% | 20% |
| 7 | Alcohol | 14% | 10% | 16% | 14% | 14% | 15% | 18% | 13% | 13% | 16% | 13% | 13% | 15% | 13% | 15% | 14% |
| 8 | Sporting goods and fitness supplies | 10% | 6% | 13% | 10% | 8% | 12% | 17% | 11% | 6% | 10% | 9% | 11% | 11% | 11% | 10% | 6% |
| 9 | Vitamins and supplements | 10% | 11% | 15% | 10% | 5% | 15% | 15% | 8% | 8% | 14% | 8% | 5% | 10% | 8% | 6% | 15% |
| 10 | Formalwear(dresses, suits, tuxedos, formal footwear, etc.) | 7% | 8% | 12% | 7% | 2% | 13% | 15% | 7% | 3% | 12% | 5% | 3% | 10% | 7% | 3% | 6% |
| 11 | Home and garden(furniture other than home office) | 6% | 4% | 9% | 5% | 5% | 7% | 9% | 7% | 4% | 7% | 6% | 4% | 8% | 5% | 4% | 7% |
| 12 | Zoomwear(clothing for video conferences/meetings, etc.) | 4% | 8% | 6% | 3% | 0% | 7% | 6% | 4% | 2% | 7% | 2% | 0% | 5% | 3% | 0% | 6% |
| 13 | Zoom supplies(webcam, home office décor, etc.) | 3% | 3% | 4% | 3% | 1% | 5% | 5% | 3% | 2% | 4% | 2% | 2% | 4% | 3% | 1% | 2% |
