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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The Newsfeed

Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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