Retailers still haven't caught up to millennials

The children of baby boomers don't seek personal fulfillment through shopping

Last month I wrote up my annual tirade about the National Retail Federation holiday sales forecast. The NRF’s track record — it uses a deeply flawed methodology — is terrible. The group makes a silly prediction, I make fun of it, they call me a Grinch, a good time is had by all.
 
Except for the retailers. Retail stores are on the front lines of an industry undergoing enormous and wrenching change amid huge shifts in consumer behaviour. The simple complaint that online retailers are stealing sales from brick-and-mortar stores is unsatisfying. Online shopping may be convenient, offer an