Millennials - those born in the 1980s-90s who were coming of age around the year 2000 - want everything from brand-name trainers to fancy bistro furniture, as part of a generation whose everyday spending has become one of their main symbols of status.
Also known as Generation Y, these are people now in their mid-20s to mid-30s for whom childhood was relatively easy, often with reasonably affluent parents who were able to provide well for their needs as they grew up.
Now they have left home and are financially independent, that desire to spend has not abated, and for many it is a way to express themselves and secure their status as an affluent individual in their own right.
According to a report from OnePoll, this day-to-day spend stands against other parts of their life where costs are minimal or even free, such as online activities like blogging, image editing and other content creation.
So it is in their personal lives where Millennials spend on indulgences, and that means everything from relaxing on some fancy bistro furniture with a cappuccino, to slipping into a pair of the latest designer trainers.
"Through status-driven purchasing, Generation Y are more likely to achieve satisfaction from a display of wealth, and feel the associated respect or envy from others," OnePoll reports.
"From luxury coffee shops to limited edition trainers, this generation judge and are judged based on purchase decisions."
And that's not all - those who occupy bistro furniture for hours on end while making use of the free Wi-Fi are a part of this trend, not an obstacle to it, so ensuring they are made to feel welcome (but perhaps not too welcome, so that they do eventually leave) is crucial.
The OnePoll shortlist of Generation Y hallmarks notes Millennials' desire for a flexible work-life balance, often freelancing or setting up a company of their own, and with a preference to work in a creative environment.
Who knows - the next 20-something to take a seat in your cafe or coffee shop could be the next budding Alan Sugar or Richard Branson, just stopping in for a latte while they catch up with their correspondence.