They’ve been blamed for killing industries, but some things millennials just won’t quit.
Millennials get a lot of flak for disrupting the market. They’ve ditched cable, abandoned department stores, and practically ghosted cereal. But despite their reputation for challenging norms and reshaping consumer habits, there are a handful of things they just keep buying—regardless of rising costs or changing trends. These aren’t ironic purchases or nostalgic throwbacks. These are the staples, the comforts, and the low-key obsessions that have survived through student loans, economic recessions, and the chaos of adulting in the digital age.
It’s not that millennials are stuck in the past. They’re simply loyal to what works for them, even if the world expects them to let go. Whether it’s self-care essentials, everyday luxuries, or things that remind them of simpler times, these items have secured their place in the millennial shopping cart. Here are 11 products and services that millennials, despite all the changes and challenges, still aren’t ready to give up—and probably never will.
1. Specialty coffee and craft lattes.
Despite inflation and budget apps screaming “brew at home,” millennials still line up for $6 lattes like it’s a necessary part of survival. It’s not just about caffeine—it’s an experience, according to Jeff Fromm at Forbes. A favorite café can feel like a sanctuary in the chaos of adulthood. There’s comfort in the ritual of ordering a flat white just the way you like it and sipping it while answering emails or catching up with a friend.
This coffee habit isn’t about being extravagant. It’s one of the small indulgences that makes the daily grind more bearable. Many millennials see it as an investment in sanity, not just a beverage. Plus, they’re supporting local shops and fair-trade roasters, which fits their values. The expense might raise eyebrows, but for this generation, the joy it brings outweighs the guilt.
2. Skincare products with impossible promises.
Millennials grew up during the acne-commercial boom and carried that obsession straight into adulthood. Now it’s serums, masks, exfoliants, and creams promising glass skin or eternal youth. The routine may be expensive and slightly overwhelming, but it’s also therapeutic. Slathering on vitamin C serum in the morning and retinol at night isn’t just about vanity—it’s about control, as stated by Goreta Bošković at Ardelle.
There’s something grounding in the act of self-care, especially in a world that feels chaotic. Plus, skincare content is all over their feeds, feeding curiosity and FOMO. Even when money’s tight, millennials are more likely to skimp on other things before ditching their 10-step skincare ritual. It’s a ritual that feels personal and hopeful, even if the results are subtle at best.
3. Avocado everything, especially toast.
The joke’s been made a thousand times, but millennials still haven’t let go of their beloved avocado toast, as stated by Eleanor Pringle at Fortune. It’s fast, easy, nutritious, and photogenic—what’s not to love? It’s also a small luxury that feels indulgent without being over-the-top. You can whip it up at home or grab it at a trendy brunch spot, and it never really gets old.
What critics miss is how it represents a shift in values. Millennials aren’t just eating for sustenance—they want flavor, aesthetics, and health all in one. Avocados check all those boxes. Plus, there’s a nostalgic element for those who grew up in California or anywhere with avocados on every corner. Call it cliché, but it’s one they’re not retiring anytime soon.
4. Streaming subscriptions they barely use.
Millennials cut the cord on cable, only to end up drowning in subscriptions to Netflix, Hulu, Disney+, and a few more they forgot they had. The irony isn’t lost on them, but they’re still hanging on. Streaming is about flexibility, no commercials, and the comfort of having old favorites a click away—even if they keep rewatching The Office or Friends on repeat.
What used to be a money-saving move has become a bloated monthly expense, yet it’s one many aren’t ready to trim. Having access to endless content gives a weird sense of control, even when it’s mostly background noise. And in a culture that worships productivity, zoning out with a show still feels like an earned treat.
5. Branded activewear, even if they don’t work out.
You’ll see them wearing Lululemon, Outdoor Voices, or Alo Yoga—often while grocery shopping or lounging on the couch. For millennials, activewear isn’t just for the gym. It’s become a uniform for modern adulthood: functional, flattering, and socially acceptable in nearly any setting. The price tags can be wild, but the comfort justifies the spend.
There’s also a mindset shift involved. Putting on workout gear signals readiness to tackle the day, even if a workout never happens. It gives the illusion of having your life together. And for a generation raised on hustle culture and visual branding, looking put-together—without sacrificing comfort—is a win.
6. Houseplants with names and personalities.
You’d think millennials would be too busy or transient for plant parenting, but the opposite is true. They’re filling their apartments with pothos, monstera, and fiddle leaf figs. Houseplants aren’t just decor—they’re companions. Many millennials name their plants and talk to them like pets. It’s wholesome, oddly healing, and surprisingly addictive.
In a world of screens and disconnection, plants offer something tactile and grounding. They bring life into small spaces, offer a sense of responsibility without the stakes of pet ownership, and look great on Instagram. Plus, watching a plant grow is one of the few things that feels genuinely rewarding these days. No one’s giving that up for fake flowers anytime soon.
7. Vintage-style record players and vinyl.
Even with music on every phone and playlist, millennials have embraced vinyl like it’s 1975. Record players are proudly displayed in living rooms, and there’s something romantic about dropping a needle onto wax and hearing the warm crackle of sound. It’s more than nostalgia—it’s a way to slow down and actually listen to music.
Owning vinyl feels intentional. Each record is a physical connection to music, unlike streaming’s endless scroll. It’s also a rebellion against disposable culture. Millennials, who’ve seen everything become digital and ephemeral, appreciate something tangible and lasting. Sure, it takes up space, but the vibe it adds to a room is worth the sacrifice.
8. Organic and local groceries, even on a tight budget.
Despite rising food costs, millennials still seek out farmers markets, co-ops, and organic aisles. It’s not about being fancy—it’s about values. They want to know where their food comes from and how it was grown. Even if it means buying less, they’d rather choose ethically over cheaply.
This generation has been bombarded with food documentaries, diet trends, and health warnings, so they approach groceries like research projects. While some call it overthinking, millennials call it conscious living. And though their wallets may scream, they’ll continue prioritizing sustainable and local choices as long as possible—because for them, it’s personal.
9. Etsy goods and handmade candles.
Instead of big-box products, millennials flock to Etsy for handmade candles, quirky mugs, and custom art. Supporting small creators and finding unique items makes the purchase feel more meaningful. A candle isn’t just wax—it’s mood-setting therapy in a jar, often with a clever label that speaks to their exact vibe.
There’s something special about knowing your decor or gift isn’t mass-produced. Millennials crave that individuality. Plus, they enjoy feeling like they’re supporting a person, not a corporation. The price might be higher, but the emotional return often feels worth it. A little whimsy and intention go a long way in making a space feel like home.
10. Brunch—still. Always brunch.
Brunch is practically a personality trait for millennials. It’s not just about pancakes or eggs benedict—it’s a ritual. Catching up with friends over bottomless mimosas or avocado-laden everything is a weekend tradition that’s not going anywhere. The vibe matters as much as the food.
Even when money’s tight, many will skip dinners out during the week just to afford that Sunday meal. Brunch has become a shared cultural language. It’s where stories are swapped, hangovers are healed, and outfit pics are taken. No matter how many think pieces mock it, brunch remains a sacred millennial gathering—and they’re not giving it up.
11. Tattoos with deep meaning (or just fun ones).
Millennials love tattoos—and not just the trendy, minimalist kind. Each one tells a story: a heartbreak, a favorite lyric, a wild year, a personal mantra. Or maybe it’s just a cute avocado with a face. Either way, ink is a form of expression this generation has fully embraced, regardless of how their parents feel about it.
Tattoos aren’t taboo anymore—they’re part of how millennials process identity, memory, and even healing. They mark turning points and celebrate survival. For many, it’s less about rebellion and more about self-definition. The designs might change, but the attachment to body art isn’t fading. For this generation, tattoos are permanent in every sense.