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: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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