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: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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