Think Tank: Millennial Parents Should Be Main Focus for Holiday 2018Sarah Martinez, vice president and retail industry lead of Oath, explains.

[Collection]Despite being months away from the madness of holiday shopping, ‘tis the season for retailers to sign off on holiday marketing efforts. According to NRF, one-fifth of all retail sales occur in November and December, and the 2018 holiday season is shaping up to be especially promising. As the largest generation in our history, it’s no surprise that Millennials are a key demographic and highly researched group for brands finalizing holiday marketing plans. There are thousands of perspectives and reports unpacking Millennial shopping habits. But there’s something too often overlooked — Millennials are older than you think! Millennials, a cohort of 80 million, have matured, and with that comes major life events like marriage and having children. Last year 40 percent of Millennials were reported to be parents — that’s 32 million moms and dads. According to the NRF, Millennial parents are more educated than parents in other generations and are more likely to have above-average household incomes. So the top factor for brands preparing for the holiday season? Rethink your Millennial strategy. Utility above all else Millennial parents are busy. A recent study from Boston College found Millennial dads are enthusiastic about parenting duties. Eighty-five percent of Millennial fathers reported they want

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