O9 Survey Reveals Summer Shopping Will Be Omnichannel and Youth-Driven, Putting Pressure on Retail Inventory and Supply Chain Agility

Why It Matters

Omnichannel, youth‑led demand forces retailers to adopt real‑time scenario planning, otherwise they risk stockouts and lost loyalty in a highly competitive summer market.

Key Takeaways

• Only 12% Gen Z, 9% Millennials shop exclusively online this summer
• 69% of Americans plan omnichannel shopping (store + online)
• Gen Z and Millennials drive higher summer spending, especially on food
• Food and beverage expected top spend category, 53% plan more purchases
• Retailers need agile inventory and scenario planning to meet demand spikes

Pulse Analysis

The latest o9 Solutions consumer survey reveals a clear shift toward omnichannel shopping this summer, with 69% of Americans planning to blend in‑store and online experiences. Despite the rise of digital commerce, only a small fraction of younger shoppers—12% of Gen Z and 9% of Millennials—intend to stay fully online. This “Mallmaxxing” trend reflects a desire for social interaction, fashion discovery, and a break from constant screen time, turning malls into hybrid retail‑social venues. Brands that ignore this blended behavior risk missing a sizable portion of the market.

Spending patterns show food and beverage emerging as the top summer category, with 53% of respondents planning higher purchases, outpacing clothing (40%) and skincare (38%). Gen Z leads the charge, with nearly half indicating increased spend on food, drinks, and apparel. Supply‑chain analysts note that geopolitical tensions in the Strait of Hormuz are tightening fertilizer supplies, potentially inflating food prices and adding volatility to the sector. Women also appear more likely to boost food and beverage spending, highlighting nuanced demographic drivers that retailers must consider in promotional planning.

For retailers, the survey underscores the urgency of integrating advanced demand‑sensing and scenario‑planning tools. o9’s AI‑powered Digital Brain can provide real‑time visibility across channels, enabling rapid inventory rebalancing as trends spike. Companies that invest in connected planning platforms can better protect loyalty, avoid stockouts, and capitalize on the youth‑driven surge in summer spend. In a market where trends can emerge overnight, agility and data‑driven decision‑making are no longer optional—they are essential competitive advantages.