Popping Up for the Holidays: E-tailers Are Making the Leap Offline for Seasonal Shoppers

It’s a short holiday season this year, with fewer days between Thanksgiving and Christmas than usual. With the cramped shopping season, a trip to the store is feeling pretty harried and rushed for Millennials, who are also often more comfortable buying gifts from behind a screen than then getting stampeded in a store. Cyber Monday was a huge success, following a lackluster Black Friday—perhaps further solidifying the power of the online shopper. But still, shopping offline is a part of Millennials' holiday behavior—and they still plan to get out there with their shopping bags in hand. When we asked 14-29-year-olds where they planned to do the majority of their holiday shopping, 59% told us they would be shopping mostly in-store. As a generation that truly lives with one foot in the digital world and one foot out, it’s not too surprising that they plan to buy gifts that way as well, despite cries by some that they are spending all their time clicking on shopping carts instead of pushing them. Perhaps to match up with Millennials' online/offline mentalities, several online-only stores are bridging the gap into the offline shopper’s world, and bringing their wares to city sidewalks (busy sidewalks, dressed in holiday style) for the season. Here are a handful of the usually online-only brands that are (somewhat surprisingly) setting up temporary shop IRL (in real life):  

1. Amazon Sells Kindles in SF

Though Amazon is a major player in the online shopping world during the holidays—a full 91% of 14-29-year-old Millennials who planned to shop online said they would be buying gifts on Amazon— it seems dominating the shopping lists on the internet wasn’t enough this year. The massive e-tailer set up a series of pop-up shops in malls throughout San Francisco to sell their Kindle…

 
 
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Millennial News Feed

Quote of the Day: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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