4 Brands Rethinking Holiday Marketing For Young Shoppers

How can brands keep from being frozen out of young consumers' wishlists this winter? Here are 4 brands successfully driving holiday hype with creative marketing…

Over eight in ten Millennials & Gen Z told us they plan to shop for the holidays this year, and Accenture estimates they’ll be spending even more than they did last year. So far, their prediction’s holding true if Thanksgiving Day, Black Friday, and Cyber Monday sales are any indication. TechCrunch reports that Thanksgiving Day online sales rose nearly 29%, according to Adobe, with mobile making up over one-third of the $3.7 billion day. And the rest of the weekend followed suit, with Black Friday’s online sales surging 23.6% and Cyber Monday raking in $7.9 billion, “making it the single largest shopping day in U.S. history,” according to USA Today. Ypulse found that young shoppers played a major role in the surge, with 28% of 13-36-year-olds telling us they planned to shop both spending holidays.

But with Amazon taking a record-sized bite out of holiday spending, how can brands stand out and make merry with young shoppers? We culled through the holiday campaigns and found some that are going above and beyond a TV ad of a family of fire around the fire. While several focus on building their Brandoms with holiday apparel, many also opted for experience-driven activations—which remain important even as online sales dominate holiday spend. Just take it from Euclid, who found that Millennials were 14% more likely than Gen X and 6% more likely than Boomers to shop in-store on Thanksgiving and Black Friday, and that 21% “almost always” showroom (purchase online after seeing a product in-store). Here are 4 brands that are getting creative to win a spot on young shoppers' wishlists

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Pillsbury

Pillsbury is filling select…

 
 

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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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