Young Consumers’ Top Valentine’s Day Gifts & Where They Buy Them

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

With Valentine’s Day right around the corner, we asked young consumers what they want, what they’re giving, and where they’re buying it…

Millennials and Gen Z have always taken Valentine’s Day less-than-seriously, and this year seems to be on track to be no different. Nearly three in four 13-35-year-olds say the holiday is overrated according to Ypulse’s most recent monthly survey, and most say they don’t really care about Valentine’s Day. The generation is known for having a sense of humor about the day, and though most say they plan to celebrate it this year, many will be doing so without significant others, choosing to spend the holiday with friends or family instead.

According to the National Retail Federation, U.S. consumers are on track to spend a record-breaking $19.6 billion, with each shopper spending an average of $143.56. And Millennials and Gen Z will be digging into their own wallets to add to that over-the-top total. Half of 13-35-year-olds are planning to give a gift this year, with the top recipients being moms, significant others/spouses, and friends. To find out what they’re shopping for, we asked 1000 13-35-year-olds to divulge their gift plans this year.* And to find out if they’ll be getting what they want, we also asked them to tell us what they hope to receive from their Valentines this year. Here’s what we found out:

*These were open-end response questions to allow us to capture the full range of the kinds of gifts that 13-35-year-olds want from their Valentines, and what they’re planning to give. As with any qualitative question, the responses include those that are top of mind and those that are most highly thought of. The lists are ordered according to number of responses received, and alphabetically when ties occurred.

What They’re…

 
 

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The Newsfeed

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Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

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