Millennials’ Favorite Home Décor Store Isn’t Exactly A Home Décor Store

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

Since we first asked Millennials where they were buying their furniture in 2015, their preferences have changed. See where they’re shopping now...

When Millennials were dubbed the “Ikea Generation” some 10 years ago, the label stuck for good reason. The majority of the generation was living in dorms or was fresh out of college, settling into impermanent homes. They weren’t looking to make big purchases to hold onto and haul around for the rest of their lives; they were mobile, strapped for cash, and in search of affordable, disposable furniture that paired function with simple form. Enter Ikea, young adults’ one-stop shop for grab-and-go décor. In fact, when we first started tracking Millennials’ home décor habits in 2015, the majority of the generation told us they shopped for furniture at the international mega-retailer. Only Target beat out Ikea for the lead.

But in the three years since, things have changed. Millennials are increasingly settling into more permanent living situations and are looking to furnish their homes accordingly. And that means Millennials are finally beginning to spend big on their homes: a study from Furniture Today found that Millennials have become the largest group of consumers buying furniture and bedding in the U.S. In 2014, the demographic made up 37% of the market, a huge increase compared to the 14% they represented in 2012. And from 2012 to 2014, Millennials’ share of spending on furniture and bedding more than doubled, from $11 billion to $27 billion, making them the core of many retailers’ growth strategies, according to Forbes. But beyond the amount they’re spending on home goods, where they’re spending it has also shifted as trends have changed, online shopping has boomed, and the generation looks to make bigger purchases.

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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