These Are The Gifts Millennials Are Buying THEMSELVES This Holiday

‘Tis the season to treat yo’self. Millennials are shopping for themselves as they shop for others, and we asked what they’re self-gifting this year…

Millennials’ Treat Yo’Self mentality is impacting their holiday shopping, with more buying themselves gifts than ever before. The NRF found that self-gifting rose by 13% year-over-year to a record high of 31% of overall consumers and 44% of 18-24-year-olds. Their buying behavior could have been spurred on by record deals: retailers slashed prices 47.9% on average this Black Friday compared to 45.2% last year.

Ypulse’s own holiday shopping survey asked young consumers exactly who they planned to buy gifts for this holiday season—and 38% of 18-36-year-olds told us they actually planned to buy gifts for themselves. So before the impulse buys even kicked in, these young consumers were strategizing to take advantage of the shopping season to buy their own goodies. In addition, their estimated spending on things for themselves this holiday season was nearly as high as their estimated spending on things for others. Wondering what they wanted to fill their own personal stockings with? Don’t worry, we also asked those who planned to shop for themselves exactly what they planned to buy. Here are their top responses:

*This was an open-end response question to allow us to capture the full range of items that Millennial consumers planned to buy themselves for the holidays—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The lists are ordered according to number of responses received, and alphabetically when ties occurred.

What Gifts Are They Buying for Themselves?

18-36-year-olds

  1. Clothing / Accessories
  2. Shoes /…
 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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