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: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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