The Rise of Friendsgiving: How Millennials Have Invented Their Own Holiday

It has all the trimmings of a Thanksgiving feast, but none of the family drama. Welcome to the age of Friendsgiving. Millennials in the U.S. are embracing a new version of the fall tradition, gathering with friends for their own turkey feasts and creating their own holiday in the process. 30% of Millennials 13-24-years-old on Thumb told us that they celebrate Friendsgiving. The phrase has even made it to Urban Dictionary. The new holiday has taken over college campuses and urban friend groups alike, and is starting to become an important ritual for many Millennials.

The rules around Friendsgiving are not hard and fast. For some, the holiday replaces Thanksgiving, especially if they are stuck at home, in dorms, or abroad, and aren’t able to make it to their family festivities. Friendsgiving celebrations have been thriving on college campuses, where students might not have the time or money to travel. But for others, Friendsgiving is being added to their schedules in November in the weeks before or the days after their regular Thanksgivings. So if they are already getting their regularly scheduled serving of turkey and pie, why is Friendsgiving becoming a thing

It might sound like a cliché explanation, but Millennials’ group mentality probably has a lot to do with the new holiday. For them, friends aren’t just friends, but another form of family. As one student newspaper put it, “Not only does Friendsgiving give students the opportunity to be thankful for their second family at school, but it also removes the inevitable awkward moments that come with any family holiday…Have a Friendsgiving. Celebrate both of your families.” Friendsgiving solidifies a friend group or a clique and makes the people in that group feel special, and more like family. On top of that, the holiday is…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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