It may not be a surprise that with the holidays right around the corner, young shoppers are getting started on their lists – the news is that they are getting started earlier, and they are incorporating mobile but not avoiding the crush of brick and mortar altogether. 4 out of 5 Millennials shop directly from their mobile devices and will continue to do so around Black Friday and Cyber Monday, while 55% of them rely on multiple devices to find a great gift. 25% of Millennials use both their laptop and smartphone to research their purchases, and 21% use a tablet as well.
When it comes to holiday shopping in 2014, Millennials will be singing a different tune than older shoppers, who plan to work with smaller holiday budgets. 48% of 18-24 year olds expect to spend more on gifts this year than they did last, and 43% of 25-34 year olds said they plan to spend the same amount.
Integrated Mobile Marketing: A Millennial Mom’s Shopping Experience
As the Millennial starts a family and morphs into the Millennial Mom, discounts and deals tend to dictate her holiday shopping habits more. 40% of 25-34 year olds will be motivated mostly by sales and coupons, compared to just 29% of their younger, single counterparts. With discounts and deals top of mind, research-savvy millennial shoppers will use mobile devices to find the best promotions for the season. For holiday shopping in 2014, nearly 60% of shoppers with smartphones will rely on them while in-store, for showrooming purposes or otherwise.
For Millenial Shoppers, Mobile Research Leads to Brick-and-Mortar Sales
89% of Millennial shoppers between the ages of 18-33 will gravitate towards malls this holiday season, reporting that the wide variety of stores proves helpful when searching for the right gift and when shopping for multiple people. Of course, Millennial shoppers are not necessarily arriving at malls organically. 76% say they have purchased a gift at a store’s mall location after web-rooming that retailer’s website.
Interested in learning more about how your brand can target the Millennial shopper this holiday season? Contact your business development partner for additional insights on where she is spending her time online. And for a visual representation of the above trends, check out our infographic on the subject.
Sources: eMarketer, Slideshare