How Millennial Parents Are Shopping for the Holidays, In 3 Charts

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennial parents are now wielding some serious holiday shopping power—but where are they choosing to buy gifts, and what are they looking for?

This Thanksgiving holiday weekend shattered shopping records—and toys were a major part of the retail-mania. Thanksgiving Day online sales rose nearly 29%, according to Adobe, 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.” Amazon reports that consumers bought over 18 million toys on both Black Friday and Cyber Monday—and while we are sure that Millennials were buying some toys for themselves or other grown-ups, Millennial parents were clearly also out (and online) in full force buying gifts for their kids. Over half of 30-36-year-olds currently have kids—meaning this generation of parents is influencing holiday retail in a major way.

According to our recent survey on holiday shopping plans, Millennial parents are a shopping force to be reckoned with. While they’re more likely than their non-parent peers to say they have a holiday shopping budget in mind, their estimated spending on gifts far exceeds those without kids, with Millennial parents estimating they’ll spend almost $600 on gifts for others this year. Not surprisingly, Millennial parents are more likely to be buying gifts for their kids than anyone else in their lives—including their significant others. To get a sense of where this powerful group will be wielding their significant spending this year, we dug further into our holiday shopping survey data, to find out where exactly they plan to shop—and what they plan to buy:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We’ll start with the kind of retailers parents plan to buy from. Overall, online retailers win out with this group,…

 
 

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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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