They'll probably put their college tuition on credit cards, too

I swear to Satan that if you cleverly advertised panther piss, Gen Y would buy it.

But here's the statistic that really floored me: Gen Y shoppers spend five times more than their parents did at the same age, and that's after adjusting for inflation. Five times!

"Generation Y is changing retail in a way we haven't seen before," Yarrow said. "I was naive when I started this. They have much more power than I thought."