Popping Up for the Holidays: E-tailers Are Making the Leap Offline for Seasonal Shoppers

It’s a short holiday season this year, with fewer days between Thanksgiving and Christmas than usual. With the cramped shopping season, a trip to the store is feeling pretty harried and rushed for Millennials, who are also often more comfortable buying gifts from behind a screen than then getting stampeded in a store. Cyber Monday was a huge success, following a lackluster Black Friday—perhaps further solidifying the power of the online shopper. But still, shopping offline is a part of Millennials' holiday behavior—and they still plan to get out there with their shopping bags in hand. When we asked 14-29-year-olds where they planned to do the majority of their holiday shopping, 59% told us they would be shopping mostly in-store. As a generation that truly lives with one foot in the digital world and one foot out, it’s not too surprising that they plan to buy gifts that way as well, despite cries by some that they are spending all their time clicking on shopping carts instead of pushing them. Perhaps to match up with Millennials' online/offline mentalities, several online-only stores are bridging the gap into the offline shopper’s world, and bringing their wares to city sidewalks (busy sidewalks, dressed in holiday style) for the season. Here are a handful of the usually online-only brands that are (somewhat surprisingly) setting up temporary shop IRL (in real life):  

1. Amazon Sells Kindles in SF

Though Amazon is a major player in the online shopping world during the holidays—a full 91% of 14-29-year-old Millennials who planned to shop online said they would be buying gifts on Amazon— it seems dominating the shopping lists on the internet wasn’t enough this year. The massive e-tailer set up a series of pop-up shops in malls throughout San Francisco to sell their Kindle…

 
 

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Millennial News Feed

Quote of the Day: “My favorite app is Airbnb because I like to travel on a budget.” –Female, 22, NY

Traditional entertainment brands have been tapping into online talent at an increasing rate, and Nickelodeon took advantage of the recent VidCon digital celebrity event to scout for new talent. The network, which is “exploring distributing content from online video creators via its digital brands” held a casting call at the event to find creative among the hundreds of assembled vloggers. Google says that YouTube reaches more people in the U.S. than any cable network among 18-49-year-olds. (Business Insider)

For the first time in years, and after a prolonged period of increasing obesity, American kids (and adults) are finally eating less. The number of calories that the average child in the U.S. takes in each day has fallen by 9%, and a cutback in soda drinking is a major reason behind the drop. The amount of full calorie soda the average American drinks has dropped a full 25% since the ‘90s. Obesity rates have also been reversing for younger children, “suggesting the calorie reductions are making a difference.” (NYTimes)

Going to a Millennial wedding? Bring cash, not a toaster. The generation is reportedly eschewing traditional gifts to instead request “cold, hard cash” for their nuptials. Couples are using their wedding funds for things like fun honeymoons they wouldn’t be able to afford themselves, or to start a house down payment savings. The fact that more Millennials live together before marriage and are very likely to have all the household goods they might need is a big reason behind the trend of tossing gravy boats and dishes in favor of financial gifts. (Refinery 29NYTimes)

MTV is tackling some current debates in the Millennial generation by creating content on the subject of racial bias. The generation has idealized color-blindness, but is maturing to find the approach doesn’t solve racial issues. MTV’s documentary special White People asked young white people across the country to look at their privilege and education, and the network has also launched a digital anti-bias campaign featuring content like a “Bias Cleanse” and a “snap judgment quiz.” (USA Today)

Watch out Uber, another car sharing platform is amping up their creative marketing. Taxi app Gett has partnered with Veuve Clicquot to create a champagne on-demand campaign that delivers bottles of chilled bubbly, along with two flutes, around London within 10 minutes. Gett’s marketing in the UK is a “bid to snatch market share from Uber” and the app is clearly borrowing from their competitor’s “everything on-demand” promotional strategy. (Marketing Magazine)

Quote of the Day: “I unplugged because I just wanted some me time- also wanted to see if i would be able to do it.” –Female, 32, NC

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