How Millennials & Gen Z Are Celebrating the 4th, In 4 Stats

The 4th of July is a big retail holiday for the country, so we found out what 13-34-year-olds planned to do, buy, and spend to celebrate…

When we asked in our June monthly survey of Millennials and Gen Z, 91% of 13-34-year-olds planned to celebrate the 4th of July this year. As always, we dug into their plans to find out what their holidays would look like and, perhaps more importantly for brands, what they planned to buy and how much they planned to spend to celebrate Independence Day this year.

BuzzFeed reports that as a nation, Americans will spend an estimated $7.1 billion on food during the weekend, and Walmart calls it “one of the biggest food holidays of the year.” According to our survey, 18-34-year-olds who are celebrating and plan to buy items for the holiday estimated that they would be spending over $100 on average. (An over $10 increase from their 2016 estimates.) Which means Millennials alone account for an estimated $6B in 4th of July spending power. Spending estimates were highest among 30-34-year-olds, who said they would fork out over $150 on average for the 4th celebrations. Gen Z came in at a slightly lower planned spending estimate average, but also planned to out-buy Millennial consumers in some categories. So what exactly are these groups planning to buy? Here’s their star-spangled-spending for the 4th, broken down in four stats:

1. Almost seven in ten 13-34-year-olds planned to watch fireworks & two in five planned to purchase them.

Nothing says 4th of July like a fireworks display, and 66% of Millennials and Gen Z planned to watch one this holiday—with 37% planning to purchase their own to set off at home. Young consumers in the Midwest and South are most likely to plan to buy fireworks, with over two in five saying they would be purchasing (local laws…

 
 

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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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