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Millennials have been blamed for the death of many things. Among them are department stores, wedding dresses, high heels and even Harley-Davidson.

But Millennial shoppers in both the U.S. and U.K. are actually spending more money — both in store and online — than any other generation. They’re just investing in different things. Like subscription services and brand logos.

That’s according to “The State of Consumer Spending: Millennials Flexing Their Retail Market Influence in U.S. and U.K.,” a new study by First Insight, a data-driven merchandising platform for retailers and brands. The company recently expanded with offices in London and India.

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