Gen Y Shares Their Thanksgiving Plans And What They’re Grateful For This Year

It’s almost Thanksgiving and Millennials can’t contain their excitement! We checked in with 538 13-34-year-olds the past few days to hear how they’ll be celebrating the holiday, as well as what they’re most thankful for this year. And as to be expected, they’re grateful for a lot, most notably their family and friends who are their support system. They’re eager to celebrate the holiday, which is a favorite for many, both because they get to spend time with their loved ones and because of the food. The ways in which they spend the holiday, the traditions they participate in, and what they’ll be giving thanks for this year provides insights into this generation and what they value the most.

Millennials are extremely close with their family, so it makes sense that they’re most thankful for them. Unlike previous generations, young people view their parents as close friends, and because of that, they like hanging out with their parents (perhaps in moderation though!) In today’s economy, it’s quite common for young people to move back home with their parents, so Millennials are more appreciative than ever of their Mom and Dad’s help, both emotionally and financially. Several “boomerang” Millennials mentioned that they’re glad to have gotten closer to their parents since returning to their childhood home, highlighting a trend wherein parents and kids continue to become closer. Their parents have believed in them and made them feel special their whole lives, and Millennials are appreciative to have their parents as pals. Gen Y is also grateful for their extended family, including their grandparents, aunts, and uncles, and many are excited about the holiday because they will get to see these loved ones.

It’s no surprise that friends are also extremely important to Millennials who do…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies