Hilary Marino sees “women from 13 to 80’’ at Hello Caroline, her Brookline clothing boutique that expanded to Newbury Street this week. The majority of her customer base, though, comprises 20- and 30-somethings on a timeline and a budget. Which is why most everything in her shop is under $80 and curated to bare minimums. No navigating endless racks, no flash sales. This generation has priorities, and brick-and-mortars have to take notice to succeed.

“Young professionals are smart and savvy. Now, it’s so easy to go online and find exactly what you’re looking for, and you know the best price immediately. Everything is very transparent,’’ says the 29-year-old Concord native. “My generation has more important things to save for: We want a house, or we’re paying down student loans. We’re more about experiences as opposed to spending money on stuff.’’

This is a switch from the bigger-box retailers of generations past, stocked with floors of choices and herds of frenzied customers drawn by one-day-only sales. Larger department stores of yore, she says, often engage in hefty markups for the sole purpose of slashing prices later for discounts.

At her new 700-square-foot shop, there are only a few of each item. (“We don’t carry 100 black dresses. We carry 10,’’ she says.) BEARING IN MIND THAT HER CUSTOMERS PLACE A PREMIUM ON EFFICIENCY AND PRACTICALITY, Marino hosts private shopping parties, ships personalized style boxes, and offers rewards points for following the shop on social media.

And though browsing is welcome, it’s not the point.

“People come in wanting an outfit for an occasion. We curate down to some of the best things,’’ she says. “This culture wants what it wants, when it wants it. I know you have more important things to do.’’

Hello Caroline, 252 Newbury St., Boston, and 234 Harvard St., Brookline, 617-262-6800, www.hello-caroline.com

Kara Baskin can be reached at kcbaskin@gmail.com.