This was baffling. Could it be that millennials, the most scrutinised, criticised and debated generation of our time, were not that special anymore?
"Millennials are still important as a customer," Ganatra told me later. But there is now a "millennial mindset" that has nothing to do with age, she said. In other words, millennials may have been the first generation to have grown up in a digital world, but the rest of us are catching on fast.
People of all ages are now so used to shopping with a click that retailers need to think about the needs and desires of all their customers, not just those born between 1981 and 1996 - the latest definition experts have come up with for a millennial.
This confirms something I have always suspected about millennials, namely, that they do not exist, or at least not in the way that conventional wisdom says they do.
Exhibit one: my 82-year-old mother. Apple has hardly made a single product she has not tried in the past 10 years. She's had a mini iPad, an iPhone 6, an Apple watch and Apple TV. Like most of her friends, she has been shopping online for years.
Studies have shown for some time that parents have been copying the online shopping behaviour of their millennial offspring.