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: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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