10 Former Must-Haves That Millennial West Virginians Are Now Snubbing, and Businesses Are Feeling the Burn

Millennials don’t shop like their parents do, and some products are suffering because of it.

On one hand, it’s hard to blame the generation born between 1981 and 1996—they grew up during big tech changes, a rough economy, and sky-high student loans.

From stuff their parents swore by to things that once felt like a total must-have, younger adults are saying “no thanks” and moving on. This shift in buying habits is hurting a lot of businesses that counted on steady sales, and it’s shaking up entire industries.

These are some of the things millennials just aren’t buying anymore—and why that matters.

Cable TV Subscriptions

Remember when cable TV was the only way to watch shows and movies at home? Not anymore. Millennials are cutting the cord faster than you can flip the channel.

With streaming services like Netflix, Hulu, and Disney+, they don’t see the point in paying a big monthly bill for hundreds of channels they never watch.

Cable companies are feeling the pinch. Many have seen a steady drop in subscribers year after year.

Millennials just don’t want to sit through commercials or stick to a TV schedule. They’d rather watch what they want, when they want, without all the fluff.

On top of that, streaming is often cheaper and easier to use than cable. All you need is Wi-Fi and a device, and you’re good to go.

No more waiting on hold with customer service or paying extra for “premium” channels. For cable companies, this shift has been a serious blow.

Bar Soap

Bar soap used to be a bathroom must-have. But now? Not so much. Millennials are moving away from bar soap and leaning into body washes, shower gels, and foaming cleansers.

Some say it’s about convenience, others just prefer the feel of a liquid soap.

The big brands that made millions off bar soap are seeing sales go down. Companies like Ivory and Irish Spring aren’t as popular with younger buyers.

Some millennials even see bar soap as old-fashioned or less hygienic, especially if it sits out collecting grime.

Also, a lot of younger shoppers are choosing products with better ingredients. They want natural, gentle formulas, and bar soap doesn’t always fit the bill.

Unless it’s from some fancy artisanal shop with essential oils, it’s just not getting picked off the shelf like it used to.

Diamonds

The old saying “diamonds are forever” doesn’t hit the same way with millennials. Many of them aren’t rushing to buy pricey engagement rings or luxury jewelry.

Instead, they’re spending money on experiences like travel, dining, or saving for a house—if they can ever afford one.

This shift is hurting traditional diamond sellers. Companies like De Beers are seeing lower demand, especially in the U.S.

Some jewelry stores have had to close locations because people just aren’t coming in for those big purchases anymore.

Part of the reason?

Millennials are more thoughtful about where their money goes. They also care more about ethics. That means avoiding “blood diamonds” and choosing lab-grown options or skipping diamonds entirely.

For old-school jewelry businesses, that’s a hard reality to face.

Fabric Softener

Fabric softener was once a laundry staple—like peanut butter for jelly.

But now?

Millennials are ditching it. They’ve figured out that softener doesn’t really help much and might even damage some fabrics or mess with workout clothes that wick away sweat.

Big brands like Downy and Snuggle have been hit hard. Some stores report fewer and fewer people buying fabric softener at all.

For millennials, it’s an unnecessary extra step in the laundry routine—and who’s got time for that?

Plus, there’s a growing concern about chemicals and scents. A lot of folks are trying to go more natural with their cleaning products.

If something smells too strong or has a long list of weird ingredients, it’s staying on the shelf. Sorry, fabric softener—your time might be up.

Napkins

This might sound weird, but napkins just aren’t selling like they used to. Millennials are swapping them out for paper towels.

Why buy both when one can do the job? It’s all about saving space and money—and keeping things simple.

Companies like Georgia-Pacific have seen napkin sales take a dive. They’ve even talked about how millennials just don’t seem interested in the product.

Some restaurants are even following suit and skipping napkins in favor of rolled-up paper towel alternatives.

It’s also part of a bigger trend of less formal living. Fewer people are hosting fancy dinners with cloth napkins and matching silverware.

These days, it’s pizza on the couch with a paper towel in hand—and nobody’s complaining.

Motorcycles

Motorcycles used to be a symbol of freedom and rebellion. But now? Millennials are not revving up to buy them.

Whether it’s due to safety concerns, high costs, or a lack of interest, motorcycle sales have dropped big-time with the younger crowd.

Harley-Davidson, one of the most iconic brands out there, has been struggling to connect with millennials. They’ve tried launching smaller, cheaper bikes to appeal to urban riders, but it’s been a tough road.

Sales just aren’t where they used to be.

A lot of millennials live in cities and don’t even own cars, let alone motorcycles. Public transportation, biking, or rideshare apps are way more common.

Plus, with student loans and rent prices through the roof, buying a bike isn’t exactly a top priority.

Processed Cereal

Pouring a bowl of sugary cereal used to be the best part of a Saturday morning. But millennials?

They’re not feeling it. Many are skipping processed cereals altogether in favor of smoothies or quick grab-and-go snacks.

Big cereal brands like Kellogg’s have seen slumps in sales. The classic colorful boxes are still there, but fewer people are buying them.

Some younger adults see cereal as unhealthy or just not filling enough to start their day.

Also, let’s be honest—cereal takes effort.

You need a bowl, a spoon, milk, and then you’ve got dishes to wash. For someone rushing out the door, it’s easier to grab a protein bar or toast a bagel.

Breakfast just doesn’t look like it used to.

Department Store Clothing

Millennials aren’t flocking to department stores for fashion. Those big stores with racks and racks of clothes—like Macy’s, JCPenney, and Sears—aren’t pulling in the younger crowd.

Many millennials would rather shop online or support smaller, trendier brands.

Part of the problem is style. Department store clothes seem outdated or not very exciting. Plus, shopping in a huge store can be overwhelming and time-consuming.

Millennials love the ease of browsing from their phones and having things shipped to their door.

This shift has led to lots of store closures and layoffs in the retail world. Even big names like Nordstrom have had to rethink how they attract younger shoppers.

If department stores want to survive, they’ve got to level up their online game—fast.

Plastic Water Bottles

Millennials are big on saving the planet, and one thing they’re ditching is plastic water bottles. Instead, they’re all about reusable bottles made from stainless steel or BPA-free plastic.

Hydro Flask and Stanley cups are basically fashion accessories at this point.

This change is unfortunate for companies that rely on bottled water sales. Sure, bottled water is still big business, but younger shoppers are cutting back where they can.

They’re trying to use fewer single-use plastics, and bottled water is high on the list. Plus, it’s just cheaper in the long run to use a refillable bottle.

A one-time purchase means free water all day, whether you’re at school, work, or the gym.

Golf Equipment

Golf used to be super popular, especially with older folks. But millennials?

Not so much. They see it as expensive, time-consuming, and honestly, kind of boring.

That’s bad news for companies that make clubs, balls, and other golf gear.

Big brands like Callaway and Titleist have had to scramble to keep younger buyers interested. Some courses have even closed because there just aren’t enough people playing.

Millennials would rather go hiking, hit the gym, or try something faster-paced like pickleball.