Your Trend Guide to Prom This Year

Prom season is upon us, and Millennials in high school are prepping for the big night in their own ways. While exploring current prom trends, we fielded data that supports big departures from trends of generations past, even those of older Millennials. Here are the biggest prom trends we’re seeing surface this year and why these shifts are happening:
 
The Dress Stress 

21% of females rated choosing what to wear as the most important part of prom, putting a lot of pressure on prom shopping. 54% of females have already started shopping for their prom attire (note that it’s mid-April) versus 30% of males who will be waiting until 2-3 weeks before the date to secure their suit or tux. The majority of females (35%) plan to shop at department stores for their selection, while 21% are turning to online stores for the best chance of finding deals for their tight budgets.

Showing up in the same dress as a classmate could be considered “social suicide” so internet savvy Millennials are safeguarding against this potential disaster by creating private, school specific Facebook groups to post pictures of the dresses they’ve chosen. High school Prom Dress Registry groups have been multiplying year by year to ensure that girls are safe from dress duplication before they buy. Members (which can be the entire female population of the school) often post to the group with dressing room selfies, and updates if they change their look or want to sell a dress. One might expect that a group with competition for dresses could become catty, but posts are almost unanimously positive, praising each other on how amazing they look in their dresses, regardless of whether they are boutique, store bought, or a hand-me-down.
 
The More the Merrier

63% of Millennials would prefer go to prom with a…

 
 

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Millennial News Feed

Quote of the Day: “I follow the news because I want to be aware of the world.” –Female, 15, OH

Today in “food chains trying to appeal to young consumers” news: TGI Fridays is trying to “woo Gen Y" with free burgers and pay-it-forward marketing. Customers who buy a burger will get a code they can use to share a free burger with a friend via social media or email. The digital campaign is designed to draw in Millennials, who Friday’s CEO notes need "something worthy of a conversation” to interest them. (MediaPost)

Native advertising is still controversial, and some believe truly misleading, but a recent study finds younger readers are “significantly less likely to feel deceived by native ads.” Twenty percent of 18-24-year-olds and 15% of 25-34-year-olds actually say they feel more positive about brands that have native ads. Growing up with branded content is likely influencing their more positive POV, but Ypulse research has also found that 82% say “everything I see or read I take with a grain of salt.” (Skyword)

Think Millennials are lazy? What if we told you they don’t even stop working when they’re on vacation? A new survey reports that 35% of Millennials say they work every day of their vacations, and feel less productive when they get back. It’s clear that entering the workplace at a time when they are always accessible via mobile has made an impact. (Time)

Minecraft is hugely popular with young consumers, its influence is growing, and the game is spawning a new kind of celebrity. The Minecon convention in London over July 4th weekend was the largest ever event for a single video game, selling 100,000 tickets. The convention featured Minecraft players with millions of followers, who signed autographs, took pictures with fans, and enjoyed a new era of fame. (Business Insider)

Young consumers might be more willing to give out their data online, but beware: they “will ditch brands” that use it to spam them. Millennials are reportedly 44% more likely than Xers and Boomers to fall into the “sensitive consumer” bracket, and research has found that if annoyed by marketing, 80% of Millennials will block cold callers, 84% will unsubscribe from emails or close accounts, and 82% will delete apps. (Marketing Magazine)

Quote of the Day: "I follow the news so I can make fun of the GOP presidential candidates..." -Male, 30, KN 

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