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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“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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