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: “This holiday, I’m giving someone a hoverboard.” –Male, 19, CA

Yesterday’s Cyber Monday broke records and holiday shopping is increasingly moving online—especially for Millennials. So it only makes sense for brands targeting young consumers to focus more of their holiday marketing efforts on digital. J.Crew and American Girl are both betting big on social campaigns this season, with J.Crew creating shoppable Instagram ads and a digital gift guide, and American Girl running multiple campaigns on Facebook and Instagram this December. (Adweek)

Since we first wrote about the best dressed generation, the trend of mini-fashionistas earning Instagram fame has only continued and grown. Some parents of these pint-sized digital celebrities, who the Times has dubbed “Instamoms,” work with brands to feature clothing and products in post in exchange for payment. While the kids are undoubtedly adorable, one consulted psychologist compares the practice to the “pageant world.” (NYTimes)

Spotify has released their year in review results, and Millennial artists are ruling the streaming waves. Drake was the most streamed artist of the year, Rihanna was the most streamed female artist, Justin Beiber received the most streams in a single day, and The Weeknd had the most streamed album. One important note: Taylor Swift and Adele are not included in the ranking because they do not make their music available on the service. (The Verge)

Over thirty percent of Millennials see credit cards as “old school,” according to PayPal’s shopping research. This attitude could be because of their increasing affinity towards mobile and digital payments, and PayPal declares that this means, “’Millennials want credit that is as digitally native as they are.’” The e-pay brand also found that Millennials are more likely than any other generation to say they are more likely to trust companies that are tech-based. (Marketingland)

Cereal was once as much a part of childhood as Saturdaymorning cartoons, but the boxed breakfast is on the decline with children, and Millennials. Young consumers have been turning to lower sugar, portable food options like Greek yogurt, and “kids today don’t identify with cereal as much as the older generations once did.” Brands are pivoting marketing and products to adjust to the shift, and Kellogg has experimented with playing on Millennials’ nostalgia to get them back in the cereal aisle. (The Atlantic)

Quote of the Day: “This holiday season, I’m buying myself a GoPro.” –Male, 28, MI

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