Dive Brief:
- Millennials are set to shop as the holiday shopping season kicks off, according to Influenster, with 93% planning to shop for the holidays on Black Friday or Cyber Monday.
- A survey of 6,000 millennial consumers found that they plan to do all (6%) or most (50%) of their holiday shopping on Black Friday and/or Cyber Monday.
- More than half (52%) don’t like to shop in stores on Black Friday, but 61% plan to do so anyway, and 67% will shop online.
Dive Insight:
A survey of more than 6,000 millennials from product discovery platform Influenster finds that the demographic is ready to shop for the holidays, and—like other age groups—will take advantage of Black Friday and Cyber Monday to do so. The overwhelming majority of millennials (93%) say they will shop over the extended weekend, and 95% plan to shop for the holidays.
Interestingly, while most digital-savvy millennials (52%) don’t like to go to stores on Black Friday, 61% will do so anyway, and two-thirds (67%) say they will shop online on Black Friday and/or Cyber Monday. And researching items online before seeking them out in stores (a.k.a. "webrooming") still beats showrooming among the demo, 48% to 44%.
Millennials will shop for consumer electronics, clothing and toys as the season kicks off, with Apple (64%) their most coveted consumer electronics brand. And while more than a quarter of millennials (28%) say they don’t have the money to shop for the holidays, the largest share (23%) say they will spend $201-$300 on holiday items.
