The consumer preferences of the millennial generation mark the world we live in because they greatly affect today’s market and changes in the world of work. The subject of this sociological research are the consumer preferences of millennials in the area of the city of Šibenik, which is also primary goal of the research. It was analyzed through the processing of specific objectives, which are: to investigate which products or services they most often buy, to examine whether the variables education and work status affect consumer preferences, to investigate how important the usefulness of products, quality, brand and price are, and to examine the influence of others on consumption (partner, friends, influencers). The survey was conducted through the July of 2020 using an online survey method on a sample of 150 millennials born between 1980 and 1990. The results of the research prove that members of this generation spend the most on household items and electronic devices. In terms of impact on consumer preferences, employment status has an impact while education has no significant impact on consumer preferences within this generation. The results of the research showed that age does not play a significant role when it comes to product selection in relation to utility, quality, brand and price of products and it was proven that the most important are utility and price, followed by quality and then product brand. Regarding the influence of others on consumption, the results of the research showed that neither women nor men have the influence of others on shopping.