How Millennials are Celebrating This Thanksgiving, In 5 Stats

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

How many Millennials will be cooking up a storm this Thursday—and what else will they be up to? As the generation starts to take the spot at the head of the Thanksgiving table, or set up their own Friendsgiving dinners, we’re keeping tabs on exactly how they’re celebrating…

It’s Thanksgiving week, and some brands have been pulling out all the stops to put a fun spin on the holiday—and get Millennials’ attention. Though they made for great viral content, we aren’t sure that Hot Cheetos and Cool Ranch flavored turkey recipes or Stove Top Thanksgiving Dinner pants will become new traditions for the generation—but we do have a good idea what they’ll actually be doing this Turkey Day.  

Ypulse’s Thanksgiving survey and Topline Report asked Gen Z and Millennials all about their Thanksgiving plans to prep brands on what young consumers want to buy, do, and spend—and how they might be shaking up traditions—for the holiday. We found that over two in five 18-35-year-olds plan to celebrate Thanksgiving this year, and about a third of Millennials also say they will be hosting friends/family for the day. We told you about young consumers’ favorite Thanksgiving foods (turkey isn’t the star of the day for all Millennials)—and now we’re dishing up the details on how they plan to spend the day of thanks, in five stats:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Three in five Millennials will be cooking on Thanksgiving Day.

Whether they’ll be stirring up the stuffing or mashing the potatoes, over half (63%) of Millennials tell us they will be cooking on Thanksgiving—and two in five say they’ll be baking. In fact, over half also tell us that cooking is their favorite part of the holiday. Females 18-35-years-old are more likely than their male peers to say they’ll be in the kitchen—though 58% of males 25-35-years-old say they’ll be cooking.…


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Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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