News • 04.05.2018

Millennial parents shop differently

NRF study finds varying shopping behavior in generations of parents

Mother with two children in a shopping mall; copyright: panthermedia.net /...
Source: panthermedia.net / Arne-Trautmann

As millennials reach their late 20s and 30s, many are reaching their next step in life: parenthood. And findings from the spring edition of the National Retail Federation’s quarterly Consumer View report released today provide insight into how these new parents shop, spend and engage with brands differently than parents in other generations.

“The millennial generation has at turns confounded, inspired and challenged researchers and analysts with their spending habits,” NRF Director of Retail and Consumer Insights Katherine Cullen said. “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.”

Born between 1981 and 1994, millennials are parents to 50 percent 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 dollars 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 percent hold a graduate degree, or more than double the 19 percent of other parents, and 69 percent of respondants earn more than the national median income of 59,000 dollars a year, compared with 53 percent 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 percent of millennials with children are in their 30s.

Mobile shopping

With so much information available on mobile devices, millennial parents turn to their smartphones at every point during shopping. The study found 78 percent use their phones to research products (compared with 58 percent of other parents), 75 percent to check prices or availability (also compared with 58 percent) and 71 percent to pay at checkout or place an order (51 percent). In addition, 71 percent will leave a review, process a return or chat with customer service after purchasing, compared with 43 percent of other parents.

Millennial parents are often in a hurry, and 86 percent have used same-day shipping compared with just 67 percent of parents from other generations. And they’re willing to pay for convenience – only 53 percent expect free shipping on small orders under 50 dollars compared with 66 percent 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 percent, compared with 18 percent of other parents.

Customer loyalty and expectations

“To keep parents of any generation happy, brands and retailers must deliver on both price and quality,” Cullen said. “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.”

Millennial parents say where they shop matters, with 44 percent only shopping at brands that reflect their social or political values, a factor cited by only 23 percent 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 percent remain loyal to a brand despite cheaper options, compared with 30 percent of other parents. And 52 percent will remain loyal despite more convenient options, compared with 35 percent of other parents, and 64 percent will shop at a brand they are loyal to before looking at a competitor, compared with 54 percent of other parents.

This nationally representative survey targeted 3,002 U.S. adult consumers 18 or older between January 30 and February 18.

Source: NRF

related articles:

popular articles:

Thumbnail-Photo: Online payment fraud losses to exceed $200 billion...
02.03.2020   #online trading #mobile payment

Online payment fraud losses to exceed $200 billion

Ongoing high level of data breaches and fraud innovation driving losses

A new study from Juniper Research has found that businesses in e-commerce, airline ticketing, money transfer and banking services, will cumulatively lose over 200 billion dollars to online payment fraud between 2020 and 2024, driven by the increased ...

Thumbnail-Photo: Cutting through the tax jungle
25.02.2020   #online trading #e-commerce

Cutting through the tax jungle

Startup helps online retailers to be fully compliant with European VAT regulations

Anyone who sells goods online is obliged to pay value-added tax (VAT). The amount depends on the respective national regulations. But what happens if you have cross-border exports and transactions? How much VAT do sellers have to pay in this case ...

Thumbnail-Photo: The cash register capable of everything
18.02.2020   #customer satisfaction #epos systems

The cash register capable of everything

Flexible use from manned checkout to self-checkout point

Customers walking through the store with their own cash register on hand? This versatility of shop technology and shop fittings corresponds to the change in brick and mortar retail. MAGO wants to help retailers to meet this challenge with ...

Thumbnail-Photo: Smart digital labels and pricing automation
07.02.2020   #displays #electronic shelf labels (ESL)

Smart digital labels and pricing automation

SES-imagotag at EuroShop 2020

For 25 years, SES-imagotag has been the trusted partner of retailers for in-store digital technology. SES-imagotag, the worldwide leader in smart digital labels and pricing automation, has developed a comprehensive IoT and digital platform that ...

Thumbnail-Photo: Wireless with SVN-Flex from SALTO
20.01.2020   #security #security management

Wireless with SVN-Flex from SALTO

SALTO has launched SVN-Flex, a new technology that enables virtual networked access control solutions

In the solutions wireless electronic escutcheons and cylinders act as wire-free updaters. This leads to greater efficiency, security and convenience.The innovation of the SVN-Flex is that users no longer necessarily need hard-wired wall readers to ...

Thumbnail-Photo: Wirecard and Klarna launch joint payment solution for merchants...
27.03.2020   #payment systems #digitization

Wirecard and Klarna launch joint payment solution for merchants

Wirecard embeds all three Klarna payment methods into merchants' checkout

Wirecard, the global innovation leader for digital financial technology, and Klarna, a leading global payments and shopping provider, announced today the launch of a new enhanced joint payment solution. All three Klarna shopping methods, Pay Now, ...

Thumbnail-Photo: Toshiba demonstrates the future of shopping at EuroShop 2020...
13.02.2020   #self-checkout systems #Trade fair special EuroShop 2020

Toshiba demonstrates the future of shopping at EuroShop 2020

Toshiba spotlights innovations enabling retailers to create “moments that inspire”

Toshiba Global Commerce Solutions offers EuroShop 2020 attendees a look into the future via its ‘Frictionless Store’, Feb. 16-20, hall 6 booth C41 in Düsseldorf, Germany. Toshiba’s innovative solutions enable retailers to ...

Thumbnail-Photo: Light up the future with Posiflex at EuroShop 2020...
11.02.2020   #kiosk terminals #Trade fair special EuroShop 2020

Light up the future with Posiflex at EuroShop 2020

Serviced IoT solutions: personalized, flexible and connected

The Posiflex Group, a synergy of world-leading POS, kiosk, and industrial computing technologies — will bring its Serviced IoT solutions to EuroShop 2020, the leading Europe trade fair for the retail industry, from February 16th – 20th ...

Thumbnail-Photo: Poindus VariPOS TSE Solution
11.02.2020   #security #pos systems

Poindus VariPOS TSE Solution

TSE for German fiscal regulations

Kassensicherungsverordnung (KassenSichV) regulates the technical requirements for electronic recording and security systems, such as Point-of-Sale (POS) systems & electronic cash registers in order to end the manipulation and potential tax ...

Thumbnail-Photo: Corona crisis: Contactless payment more popular than ever...
30.03.2020   #cashpoints #brick and mortar retail

Corona crisis: Contactless payment more popular than ever

Practical, fast, and, above all, hygienic

"Please make contactless payment if possible." These or similar notices are currently in the checkout area of many grocery stores. By reducing necessary contact points in the checkout zone, it is hoped to counteract the spread of the ...

Supplier

Nagarro Allgeier ES GmbH
Nagarro Allgeier ES GmbH
Westerbachstr. 32
61476 Kronberg im Taunus
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
VR Payment GmbH
VR Payment GmbH
Saonestraße 3a
60528 Frankfurt am Main
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Saint Gobain Sovis
Avenue de la Republique
2407 Chateau Thierry Cedex