5 Stats That Show Gen Z & Millennials’ Nontraditional Take On Valentine’s Day

Valentine’s Day is coming up, and though young consumers have mixed feelings about the holiday, they’re still planning to spend…

More than half (55%) of 13-36-year-olds plan to celebrate Valentine's Day next week, according to YPulse’s research. And while they might not all have stars (or hearts) in their eyes, their plans for the day do add up to a lot of spending.

Fifty-two percent of 13-36-year-olds plan to give someone a gift for Valentine’s Day, and they estimate they’ll spend an average of about $88—which means that these young consumers have over $5 billion in estimated spending power for this holiday on gifts alone. That’s not including their inevitable date night costs. Half of 13-36-year-olds, and 57% of 18-36-year-olds, told us they think they’ll be going on a date for Valentine’s Day. A date night also tops the list of gifts that young consumers say they’d like to get—typical of their experience-focused mentality. Last year, older Millennials were the biggest-spending age group on Valentine’s Day, according to the National Retail Federation. They found that 25-34-year-olds in the U.S. planned on spending an average of $202.76, compared to an overall average of $143.56—for a cumulative total of $19.6 billion. They were also 18% more likely than the average adult to gift an experience, instead of an item.

Our survey on their Valentine’s Day plans and preferences explored exactly what young consumers have in mind for the day—and with all that spending clout on the table, brands should know that they’ve got a somewhat non-traditional approach to the holiday. Yes, flowers and chocolate and cards are still mainstays, but their feelings about how Valentine’s should be spent, and who should be celebrated with, aren’t all about romance. Here are five stats that show that they’ve…

 
 

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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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