What Are Consumers Shopping for Online?

Wunderkind’s 2025 Consumer Insights Report reveals that fashion, electronics, and beauty top the list of online shopping categories, but their appeal shifts across age and gender. Fashion is the leading category (60%), with strong interest from Gen Z (65%) and Boomers (64%). Meanwhile, beauty is a priority for 40% of women, but only 15% of men. Electronics capture nearly half of men’s attention (49%) and rank highly among Boomers (35%). Generational trends further shape purchasing behavior. Toys and video games dominate for younger shoppers, with 32% of Gen Z and 25% of Millennials prioritizing these categories. In contrast, Boomers (25%) gravitate toward health and wellness. Gen Z’s style-driven mindset also leads them to favor personal items like fragrances (19%) and jewelry (16%). Pet-related purchases are strongest among Gen X (31%), with women outpacing men as key buyers. For brands, tailoring campaigns to these patterns is essential. Use influencer-driven marketing and personalization to boost beauty sales among women, and highlight innovation in electronics to capture male interest. Focus on storytelling for style categories like fragrances and jewelry to engage Gen Z. For more insights like these, explore Wunderkind’s 2025 Consumer Insights Report here.

What Are Consumers Shopping for Online?

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