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A TASTE OF OUR NEWEST RESEARCH
A TASTE OF OUR NEWEST RESEARCH
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Millennials become much different shoppers after
they have kids....
Millennials become much different shoppers after
they have kids....
Brands That Rise Brands That Fall
Dollar General Abercrombie & Fitch
Home Depot American Eagle
Kmart Apple Store
Kohl’sBurberry
KrogerH&M
Lowe’s J. Crew
Target The Limited
Value City Furniture Macy’s
Walmart Nordstrom Rack
Williams-Sonoma Sephora
After they become parents, the brands on the left rise to an index above 100 against the general population while all the brands
on the right fall to an index below 100.
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Brand preferences shift noticeably--with Target surging into a tie with Nike
If they had to choose one retailer for the rest of their
lives, who would they choose?
Walmart wins a strong plurality--but Amazon finishes second among dads.
After parenthood, Millennials buy less on quality over price in most--but not all--categories.
Chart shows what percentage of purchases in various categories are made primarily on the basis of quality over price. Values greater than 50% are “quality” purchases, values under 50% are “price” purchases.
It’s easy to understand what’s behind the shift:today’s young parents are feeling the squeeze...54% are having a
hard time making ends meet.
Millennial Moms and Dads have significantly different views on a range of statements about parenting. .