Executive Creative Director
Millennials are one of the most scrutinized and studied generations in history. Based on our proprietary research (What Matters Most to Millennials at Retail™), we’ve uncovered some unexpected insights into this significant group of shoppers.
- Millennials are not compulsive spenders. Contrary to popular opinion, they don’t buy on a whim. They’re actually “strategic shoppers,” with a passion (and talent) for figuring out how to get the best deal. These savvy shoppers see the value in spending $700 for an iPad, but recognizing the limits of their resources. Having come of age in a recessionary period, they will make up for extravagant purchases by shopping for clothes at thrift stores and eating PB&Js for a couple of weeks.
- Millennials give good Facebook. When it comes to marketing to Millennials via social media, Facebook is the way to go. They live their lives on this social network – and share information about brands and products they love. Don’t focus your Millennial-targeted online marketing on Twitter; they’re just not there.
- Millennials are big readers. And they’re not just reading books. This group tends to check out in-store communications, seeking the latest product and category information at the moment of purchase. The Millennial shopper learns by interacting in the moment.
- Millennials value personal connections. Maintaining strong personal connections with family and friends is extremely important to this generation. They are likely to value their parents’ advice – sometimes far more than they would websites and blogs.