The retail consumer survey helps retailers analyze how consumer behavior in the US is influenced and how they can develop a CX strategy that brings ROI.

1. TCS Retail Consumer Survey:
US Key Findings Report
Retail Consumer Top Trends and Takeaways

2. 2
The TCS Retail Consumer Survey asks:
How are US consumers adapting to an uncertain economy?
What technologies can
retailers deploy to enhance
customer experiences?
The TCS Retail
Consumer Survey
examines the buying
behaviors of 1500
consumers in the
US to learn: How important are
retailers’ sustainability
and social responsibility
practices to consumers?
To what extent have consumers
been willing to pay more
for sustainably-produced and
ethically-sourced goods recently?
What is consumers'
appetite for discretionary
spending over the next
six months?

3. 3
Demographics: US
1503
332 382 321 388
80
Survey demographics by age groups
Total Gen Z 18-25 years old Millennials 26-41 years old
Gen X 42-57 years old Boomers 58-76 years old Silent Gen 77+ years old
The 2022 TCS Retail Consumer Survey, published by the TCS Thought Leadership Institute, polled 3,000 respondents in the U.S. and U.K.
(1,500 in U.S., 1,500 in U.K.) in October of 2022. Respondents consisted of cross-generational retail consumers of all genders ages 18-77+
(less focus on 77+) including the Silent Generation or ’Seniors’ (born 1928-1945), Baby Boomers (born 1955-1964), Gen X (born 1965-
1980), Millennials (born 1981-1996), Gen Z (born 1997-2012).

4. 4
Takeaways at a glance
Younger age groups, and about a third of seniors, are more likely to shop
with retailers offering QR codes for personalized offers
Millennials are more likely to shop with retailers offering virtual
experiences
Gen Z and Millennials are more likely to shop with retailers offering
livestreaming capabilities
Millennials and Gen Z are more likely to shop with retailers offering
cryptocurrency payment options
Gen Z and Millennials are more likely to shop on social media
Gen Z and Millennials are more likely to shop via brand-owned mobile
apps
Gen Z and Millennials are more likely to shop in online marketplaces
Millennials and Gen Z are more likely to shop virtually (e.g. in the
metaverse)
Millennials are more willing to share their personal information in
exchange for discounts and perks
Gen X expects to spend less on discretionary items in the next year
compared to other age groups
1
2
3
4
5
6
7
8
9
10
Most consumers care about sustainably-made items
Gen Z and Millennials are most interested in making
sustainably-made purchases
Most consumers have paid more for sustainably-made items
Gen Z has been most willing to pay more for sustainably-made
items
Most consumers say they are more likely to buy from retailers
offering rewards for sustainable shopping choices
Millennials and Gen Z are most likely to shop with retailers
offering rewards for sustainable choices
Across generations, consumers are interested in using the
latest technologies to improve their customer experiences
Most consumers are more likely to shop with retailers offering
contact-less check-outs
Gen Z and Millennials are most likely to shop with retailers
offering contact-less check-outs
More than half of consumers surveyed are more likely to shop
with retailers offering QR codes for personalized offers
11
12
13
14
15
16
18
17
19
20

5. 5
Most consumers care about sustainably produced items
86%
of consumers say that whether an item is
sustainably made or responsibly sourced
is important when deciding to buy
When making a buying decision, how important is it that the item is sustainably made
or sourced responsibly?
Question

6. 6
Gen Z and Millennials are most interested in making sustainably-made
purchases
Question
When making a buying decision, how important is it that the item is sustainably made
or sourced responsibly?
90% 90%
87%
80%
78%
Very/Somewhat important
Importance of sustainably-made or responsibly-sourced items
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

7. 7
Most consumers have paid more for sustainably-made items
69%
of all consumers say they have actually
paid more for sustainably-made and
responsibly-sourced items
Thinking about your shopping behaviors for how responsibly or sustainably an item is
made/sourced over the last six months, which statement most closely defines your actions?
Question

8. 8
Gen Z has been most willing to pay more for sustainably-produced
products
Question
Thinking about your shopping behaviors for how responsibly or sustainably an item is
made/sourced over the last six months, which statement most closely defines your actions?
84%
73% 65% 58% 56%
Paid a little more/Moderately more/Significantly more
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old
Sustainable shopping behavior over the past 6 months

9. 9
Most consumers say they are more likely to buy from retailers offering
rewards for sustainable shopping choices
62%
of all consumers say they are more likely
to buy from retailers who offer rewards
for sustainable shopping choices
How likely are you to shop or spend more money with a retailer offering the option to get
rewards for sustainable shopping choices?
Question

10. 10
Millennials and Gen Z are most likely to shop with retailers offering
rewards for sustainable choices
Question
How likely are you to shop or spend more money with a retailer offering the option to get
rewards for sustainable shopping choices?
71% 73%
58% 53% 46%
More/Much more likely
Rewards for sustainable shopping choices
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

11. 11
Across generations, consumers are interested in using the latest
technologies to improve their customer experiences
Question
How likely are you to shop with retailers offering the following technologies?
(combines More/Much More Likely responses)
Virtual fitting
room or virtual
staging
capabilities
Livestream
shopping
experience
Ability to
pay using
crytocurrency
Contact-less
check-out
QR Codes Ability to buy
on social
media
platforms
Ability to shop
on a brand-
owned
mobile app
Ability to buy a
brand's
products
on an online
marketplace
Shopping in
the virtual
world
such as
the
“metaverse”
Ability to get
rewarded for
making
sustainable
choices
56%
57%
46%
73%
63%
56%
69%
79%
49%
71%
60%
54%
48%
72%
61%
53%
64%
74%
51%
73%
48%
46%
36%
56%
50%
43%
47%
67%
36%
58%
44%
39%
31%
47% 45%
32%
38%
67%
27%
53%
26%
39%
29%
40%
35%
28%
41%
60%
29%
46%
Gen Z 18-25 Millennials 26-41 Gen X 42-57 Boomers 58-76 Silent Gen 77+

12. 12
Most consumers are more likely to shop with retailers offering
contact-less check-outs
Question
How likely are you to shop or spend more money with a retailer offering contact-less
check-out?
An average
60%
of all consumers surveyed say they are
more likely to shop with retailers offering
contact-less check-outs

13. 13
Gen Z and Millennials are most likely to shop with retailers offering
contact-less check-outs
Question
How likely are you to shop or spend more money with a retailer offering contact-less
check-out?
73% 72%
56%
47% 40%
More/Much more likely
Contact-less check-out
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

14. 14
More than half of consumers surveyed are more likely to shop with
retailers offering QR codes for personalized offers
Question
How likely are you to shop or spend more money with a retailer offering the ability to
provide more information and personalized recommendations using QR codes?
An average
54%
of consumers are interested in
receiving more information through
QR codes

15. 15
63%
61%
50% 45%
35%
More/Much more likely
QR codes with personalized information and offers
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old
Younger age groups — and about a third of seniors — are more likely
to shop with retailers offering QR codes for personalized offers
Question
How likely are you to shop or spend more money with a retailer offering the ability to
provide more information and personalized recommendations using QR codes?

16. 16
Millennials are more likely to shop with retailers offering virtual
experiences
Question
How likely are you to shop or spend more money with a retailer offering virtual fitting rooms or
virtual staging capabilities? (e.g., glasses, clothes or furniture displayed virtually in your room)
56%
60%
48% 44%
26%
More/Much more likely
Virtual staging capabilities
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

17. 17
Gen Z and Millennials are more likely to shop with retailers offering
livestreaming capabilities
Question
How likely are you to shop or spend more money with a retailer offering a livestream
shopping experience?
57%
54%
46%
39% 39%
More/Much more likely
Livestreaming capabilities
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

18. 18
Millennials and Gen Z are more likely to shop with retailers offering
cryptocurrency payment options
Question
How likely are you to shop or spend more money with a retailer offering the ability to pay
using cryptocurrencies (such as Bitcoin)?
46%
48%
36% 31% 29%
More/Much more likely
Ability to pay using cryptocurrency
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

19. 19
Gen Z and Millennials are more likely to shop on social media
Question
How likely are you to shop or spend more money with a retailer offering the ability to buy
on a favorite social media platform?
56%
53%
43%
32% 28%
More/Much more likely
Ability to buy on social media platforms
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

20. 20
69% 64%
47%
38% 41%
More/Much more likely
Ability to buy on brand-owned mobile app
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old
Gen Z and Millennials are more likely to shop via brand-owned mobile
apps
Question
How likely are you to shop or spend more money with a retailer offering the option to shop
on a brand-owned mobile app?

21. 21
79%
74% 67% 67% 60%
More/Much more likely
Ability to buy a brand's product on an online marketplace
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old
Gen Z and Millennials are more likely to shop in online marketplaces
Question
How likely are you to shop or spend more money with a retailer offering the option to shop
on an online marketplace?

22. 22
49% 51%
36%
27% 29%
More/Much more likely
Ability to shop in a virtual world
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old
Millennials and Gen Z are more likely to shop virtually (e.g., the
“metaverse”)
Question
How likely are you to shop or spend more money with a retailer offering the option to shop
in a virtual world (such as the metaverse) to purchase items for yourself or an avatar?

23. 23
Millennials are more willing to share their personal information in
exchange for discounts and perks
Question
Thinking about rising prices and the current economic environment, compared to 12 months
ago, how willing are you to share your personal information to get a discount or perk?
65%
70%
61%
41% 38%
Slightly more/Somewhat more/Much more willing than 12 months ago
Willingness to share personal information to get a discount or perk
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

24. 24
Gen X expects to spend less on discretionary items in the next year
compared to other age groups
Question
Given the current economic environment, to what extent do you expect to change your
spending on discretionary items over the next 12 months?
51% 48%
66%
56% 54%
Will stop buying or Buy less
Discretionary spend (for the next 12 months)
Gen Z 18-25 years old Millennials 26-41 years old Gen X 42-57 years old
Boomers 58-76 years old Silent Gen 77+ years old

25. Contact Us:
Retail Consumer Top Trends and Takeaways
TCS Retail Consumer Survey:
US Key Findings Report
Contact Us: tl.institute@tcs.com