More than 50 percent of Americans struggle to afford the necessities, according to WSL/Strategic Retail’s How America Shops Mega Trends report.

It also found that the youth market, those 18 to 34 years old, are no longer the retail market’s golden ticket. Twenty-four percent of this age group said they do not have enough money to cover their basic needs. Those over 35 are doing better because they started their careers a decade before, when times were good. The research is compelling retailers who target the youth market to rethink their strategies, according to WSL/Strategic Retail.

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