How to target millennial buyers during the holidays

The vast majority of consumers considering shopping for the holidays in the stores. Distributors must be prepared. In-store purchases are geared toward the youngest, and the gender gap is also narrowing, with more and more men considering buying in-store.

Sterling, VA – publisher of Natural Insight, an employee management cloud platform – recently conducted a study to determine where consumers want to shop during the holiday season.

88% of buyers will go to the store

In August 2018, 1,200 clients were surveyed to find out who was buying in the store, what motivated them, and what stressors were affecting their buying experience during this time of year.

The survey found that close to nine out of ten (88%) shoppers still intended to shop in stores during the Christmas and New Year holidays.

Every year, buyers plan and start shopping before December.

Already this year, in-store advance purchases have increased by 9% and nearly half of consumers plan to shop by December. Some even plan to shop before Thanksgiving [November 22].

Black Friday purchases increased from 2017, with 20% of respondents planning to spend most of their holiday shopping on Black Friday, up from 15% last year. Half of the buyers of Black Friday will be between 18 and 29 years old.

People aged 44 to 60 were the largest group buying in stores in 2017, but the 30 to 44-year-olds beat them this year to 92%. The number of consumers aged 18 to 29 has also increased significantly compared to last year – this year, 88% intend to shop in stores.

However, even if more people are considering buying in-store, average spending in stores may be slightly lower. About 54% of shoppers say they expect to spend less than $ 250 in stores, up from 48% last year.

Declining budgets, except for men

Overall, men will spend more than women, with 19% planning to spend more than $ 500 compared to only 12%. And 57% of women plan to spend less than $ 250 in stores this season, compared to 50% of men.

More than half of shoppers want to be able to see, touch and try products before they shop.

This factor is even more important for the older generations: 65% of buyers over 60 years of age said that touching products before buying was one of the main reasons they bought in stores during the holidays.

Customer service is also essential. While only eight percent of respondents indicated that salespeople were the main reason for shopping in stores, about one-third of shoppers think that helpful sales representatives could enhance their holiday shopping experience.

And unavailable vendors or no help leave a lasting impression on customers.

Asked about their bad shopping experiences, a large number of customers mentioned the lack of available vendors, the lack of staff on the shelves, as well as the rudeness of vendors.

So how can brands target millennials and make them spend?

They must remember that merchandising is king. Refined trends are important, but attractive product layout and full shelves remain the first way to sell.

Brands must also share their values. Millennials tend to spend their money on brands that match their values. They must also use experiential marketing to attract more customers.

Most importantly, brands need to monitor trends and are ready to change quickly if a new, brilliant marketing technique scans all their customers.