As Millennials reach their late 20s and 30s, many are reaching their next step in life: parenthood. Findings from the spring edition of the National Retail Federation’s quarterly Consumer View report provide insight into how these new parents shop, spend, and engage with brands differently than parents in other generations.
Millennial parents differ from other parents both in their lifestyle and shopping choices. Where they shop matters, with 44% only shopping at brands that reflect their social or political values, a factor cited by only 23% of parents from other generations. Once a brand gains the loyalty of millennial parents, they are much more likely to stick with it than other parents.
The survey targeted 3,002 U.S. adult consumers 18 or older between January 30 and February 18.
“The Millennial generation has at turns confounded, inspired and challenged researchers and analysts with their spending habits,” says Katherine Cullen, NRF director of retail and consumer insights. “As many Millennials move into parenthood, we are beginning to see how their expectations and shopping preferences compare with those of previous generations.”
Whether it’s using a subscription service to make sure diapers don’t run out or going online to research the best crib or car seat, Millennials shop differently than other parents, Cullen adds.
Holding a positive outlook
Born between 1981 and 1994, Millennials are parents to 50% of today’s children, more than 1 million Millennial women become new mothers each year, and Millennials make a significant contribution to the $1 trillion U.S. parents spend annually on raising their children.
Millennial parents differ from other parents both in their lifestyle and shopping choices. According to the report, 40% hold a graduate degree, or more than double the 19% of other parents, and 69% of respondents earn more than the national median income of $59,000 a year, compared with 53% of other parents. Millennials also hold a positive outlook on their futures: the generation’s consumer confidence has risen by more than 20 percentage points since 2008, and a third feel that their financial situation has improved over the last year. And 80% of Millennials with children are in their 30s.
Willing to pay for convenience
With so much information available on mobile devices, Millennial parents turn to their smartphones at every point during shopping. The study found 78% use their phones to research products (compared with 58% of other parents), 75% to check prices or availability (also compared with 58%) and 71% to pay at checkout or place an order (51%). In addition, 71% will leave a review, process a return or chat with customer service after purchasing, compared with 43% of other parents.
Millennial parents are often in a hurry, and 86% have used same-day shipping compared with just 67% of parents from other generations. And they’re willing to pay for convenience — only 53% expect free shipping on small orders under $50 compared with 66% of other parents. Subscription services — which can supply automatic refills and discounted prices on items such as diapers, formula and baby wipes — are used by 40%, compared with 18% of other parents.
“To keep parents of any generation happy, brands and retailers must deliver on both price and quality,” Cullen says. “But Millennials are very concerned about good customer services and are twice as likely to back out of a purchase for lack of it. For Millennials, service ranks ahead of convenience, selection and loyalty programs.”
Reflecting social, political values
Millennial parents say where they shop matters, with 44% only shopping at brands that reflect their social or political values, a factor cited by only 23% of parents from other generations.
Once a brand gains the loyalty of millennial parents, they are much more likely to stick with it than other parents. The survey found 49% remain loyal to a brand despite cheaper options, compared with 30% of other parents. And 52% will remain loyal despite more convenient options, compared with 35% of other parents, and 64% will shop at a brand they are loyal to before looking at a competitor, compared with 54% of other parents, according to the report.
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