Millennials, born between 1980 and 2000, are a large generation that is increasingly driving retail sales in the United States. While often characterized as entitled and lazy, many millennials are now working, raising families, and purchasing homes of their own. They currently spend over $1.4 trillion annually and are expected to account for 30% of all U.S. retail sales by 2020, showing that retailers who cater to millennials' desires for a customer-centric shopping experience tailored to their needs stand to significantly benefit from this influential generation of big spenders.