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 put off/dread calling people in general. Everything should be done online by this time!” –Female, 30, FL 

In a continued effort to draw back the teen consumers they’ve lost, Abercrombie & Fitch’s logo will “be dead” in U.S. stores by 2015. Globally, the Abercrombie and Hollister logos and names will still be used on designs, but will be phased out here where the brand knows it is no longer considered a status symbol. Abercrombie’s sales continue to fall, and the retailer is making efforts to appeal to a different youth mentality by removing references to “Ivy League heritage,” making the brand “totally accessible,” and toning down the club-like atmosphere in-store. (BuzzFeed)

Following heartbreaking stories of the death of toddlers forgotten by their parents in hot cars, automakers made claims that they would be working on new technology to help prevent the tragedies. But years later that technology has not been produced, so parents and teens are developing it instead. Independent entrepreneurs are working on a slew of solutions for baby on board tech that would stop hot-car deaths, including car seat sensors, smartphone apps, and low-tech solutions. Many are seeking backing on crowdfunding sites to make their products a reality. (Washington Post)

Ck one was an iconic ‘90s product, but the brand has kept up with the youth market in order to stay relevant with a new generation. The fragrance, celebrating its 20th anniversary this year, relies on social media platforms, including Snapchat andTumblr, to attract Millennials and stay engaged. When creating their latest TV ad, they invited all participating talent to take behind-the-scenes pictures, selfies, and video, which were then used to “seed” the new campaign on social. The Snapchat campaign has “seen more than 1 million views in just a month and a half.” (Mediapost)

Just a few years ago, Hollywood was incredulous that YouTube was anything more than a collection of amateur vloggers, and certainly most didn’t believe that it would change the traditional entertainment world. But now, YouTube has become a “Hollywood hit factory” for teen entertainment. Smaller companies that realized the platform’s potential early have grown massively, big studios are snapping up YouTube studios to get in on the action, and programming is in the midst of  “rapid consolidation.” Our social media trend tracker shows that as of March 2014, YouTube has become the number one platform teens use, with 89% telling us they use the video site compared to 80% who say they use Facebook. (Businessweek)

Earlier this summer, a report that fewer teens were interested in getting summer jobs than ever before had older generations rolling their eyes at the slacker youth who “don’t want to work.” But new research indicates that it might not just be that lazy kids these days want to spend their summers taking selfies: It could be that teen jobs don’t pay off the way they used to. Millennials with summer jobs don’t see the future wage increase that teens in the ‘70s and ‘80s did. (Vox

Every day we deliver Millennial insights to your inbox, but every quarter, we look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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