Valentine’s Day Gets a Facelift

Millennials, described as “confident, connected and open to change” by PewResearch, are living up to their characteristics according to TPN’s Seasonal Pulse New Year 2014 study.

Among all generations, millennials are the most likely group to “change it up” this Valentine’s Day. Thirty percent of millennials are planning to celebrate the romantic holiday differently than last year (see graph below), providing a huge opportunity for marketers to influence their plans – especially if millennials are trying to impress a new special someone.

Further, 21 percent of millennials plan to stay home and cook a special meal this Valentine’s Day. As notorious foodies who are always online, millennials will be hunting down new meal inspirations across social media and the web. Grocery retailers and online brands should be targeting this generation as they plan for their night in.

While 29 percent of millennials do plan on going out for a meal, those staying in, including myself, won’t have to make a last-minute reservation or spend an arm and a leg on food. Maybe it’s me, but I think millennials may be on to something.

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Source: TPN Seasonal Pulse, New Year 2014

For more information regarding TPN and our Seasonal Pulse findings, please visit www.tpnretail.com.

Move over millennials. Tech-savvy boomers are here to stay.

Millennials are receiving a lot of attention these days.  They’re reportedly self-centered, entitled and can’t survive without technology.  And while Facebook usage is waning among the generation thanks to instant-gratification platforms such as Snapchat, what about older generations?

Both of my grandmothers – proud baby boomers – are on Facebook, use a computer daily and one even has an iPhone (gasp!).  They often comment about how they cannot keep up with technology, but in my opinion, they’re doing pretty well.

And according to a new study by Mashable and Statista, several technologies millennials may view as archaic are vastly prevalent among boomers – but they’re also adapting rather quickly to new tech.

While basic cell phones, desktop computers and VCRs are more popular among individuals 65 and older, they’re catching up to millennial youngsters in tablet and eBook reader usage.  Further, as millennials adapt to video streaming services, cable television companies may have to adjust marketing efforts toward older generations.

Click the infographic below for additional comparisons.

Technology

http://www.statista.com/chart/1759/technology-adoption-among-americans-of-different-age/

Macy’s Gets Active to Draw Millennials to Stores

In an effort to attract a younger audience, Macy’s will introduce a wider array of athletic apparel to its stores this month.  Brands will include Nike, Under Armour and the North Face, among others.

“We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors — from the yoga studio to the weight room, to hiking and rock climbing,” said Jeff Gennette, Macy’s chief merchandising officer.

It’s no surprise that the department store saw an opportunity for growth in the category, as athletic apparel is key among Millennials, who are already purchasing two to three times more clothing than previous generations.

Further, athletic apparel is no longer just for working out.  These days, Millennials want to look good in their athletic gear while at the gym or running errands, making it “lifestyle” apparel, more than anything else.  This category shift has been also a driving force behind the success of Lululemon Athletica, the third most successful U.S. retail store in 2012.

Macy’s introduction of additional athletic brands will also include kiosk technology to further create a bridge between in-store and online shopping, allowing shoppers to find any brand in any store.

Feature Photo Credit: spafinder.com

Pew Research Center: 72% of Online Adults Use Social Networks

A new study by the Pew Research Center found that 72% of online adults use social networking sites.  For users 65 or older, there has been a 30% increase in social media use from four years ago.  And while younger online adults ages 18-29 still lead the way for social networking use, older users are continuously and rapidly increasing their presence.

What does this mean for brands?  Digital mediums are becoming omnipresent in the lives of all consumers.  Millennials and moms are no longer the only consumers to consider targeting through digital and social mediums.

Feature photo credit: www.arikhanson.con