3 Stats That Show How Much Millennials Love The Holidays

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers are crazy about the holidays. These stats show just how much they love the season and all its trappings—and how brands are feeding their festive obsession…

Millennials could be the biggest holiday spenders this year—and Ypulse’s winter holiday survey found that 77% say they look forward to shopping sales around the holidays (as well as what they’re hoping to get as gifts). But we also looked at their feelings about the holidays beyond shopping. All signals indicate that Millennials not only love the holidays but are perhaps relishing the season on a new level.

From movies to music to holiday-themed…well, everything, young consumers seem to be amping up over-the-top, unabashed celebration. Take holiday-themed bars as just one example: According to Eater, “Kitschy Christmas bars” are popping up in droves, thanks to Instagram. One entrepreneur’s over-the-top pop-up concept, Miracle, has spread from one bar in 2014 to 90 this holiday season; he partners with bars that are willing to “drench their space with Christmas décor”—the more Instagrammable, the better. One bar’s Santa chair side prop became their main attraction, so this year, the bar’s co-owner says they’re bringing in a “7-foot red velvet Santa throne,” adding, “pretty much [every part of the bar] is going be Instagram-y…That’s just how it is now.” No Santa throne is too big for this generation. Millennials have told us that Christmas is their favorite holiday in the past, but these three stats show just how much they’re loving the season—and all the themed media and products it brings:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Over three quarters of 18-36-year-olds like when brands offer holiday-themed packaging/products.

Is there such a thing as too much of a holiday theme? Not according to the majority of young consumers, with 77% of…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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