With Thanksgiving just around the corner, marketers and retailers are gearing up for the year's biggest shopping onslaught: Black Friday and Cyber Monday. Per usual, millennials are the most coveted demo. When product-discovery platform Influenster surveyed 6,000 millennials to get insights into their plans this year, it found that nearly the entire group plans to do at least some shopping at the annual kickoff of the holiday retail season. So marketers can rest assured they're speaking to an engaged audience. "During these last few days leading up to Black Friday and Cyber Monday," said Influenster CEO and co-founder Aydin Acar, "marketers should make sure that millennials are buzzing about their brands on social media and that there is a lot of user-generated content surrounding their brands so that they don't get left in the cold."
This story first appeared in the Nov. 16 issue of Adweek magazine. Click here to subscribe.