Millennials generation of customers - the impact on changing the strategy of the retailer Trade is an economic activity that has been growing rapidly since the beginning of the 21st century. With the advent of the millennial generation, retailers had to change their traditional approach to trade to the demands of new generations. Millennials have set new trends in trade which has undoubtedly made a big impact on retailers. With the advent of new technologies, retailers do not stop innovating and improving for the benefit of customers. Online shopping has revolutionized the shopping habits of millennials because it has given them the ability to shop from anywhere, prompting retailers to expand their offerings to online platforms. This assignment is supposed to research and conclude how the millennial generation influences changes in retailers strategies. The researching of literature and collecting data from the conducted questionnaire, it was concluded that millennials have greatly influenced changes in retailers strategies. It is to be expected that with the arrival of new generations, the impact on retailers strategies will increase.