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We can learn what different age groups value and need based on their spending habits. The team at Qualtrics did an extensive study among Boomers, Gen X, Millennials, and Gen Z, breaking down what categories they like to splurge on. We can learn a lot about the culture of different age groups through this data. For example, Millennials in their late twenties to early 40s are balancing careers, families, and aging parents. This balancing act is reflected in their top splurge categories. They splurge the most on restaurants and dining out, which is not just enjoyable but sometimes a time-saving choice. Same with their third most popular category, which is groceries. Millennials were the first to widely adopt grocery apps like Uber Eats and Postmates, another time-saving luxury. Finally, Millennials like to splurge on clothing and apparel, possibly due to a need for workwear or because they’re interested in fashion.