Infographic: Here’s What Millennial Women Want—and Want to Give—This Holiday

New study from Influenster

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Nike, Apple, Victoria's Secret and Urban Decay topped the brands on millennial women's wish lists for this holiday season, according to product discovery platform Influenster—think Yelp for products—which recently surveyed 5,733 of its users to uncover gifting trends.

When it comes to choosing products, "reviews and word-of-mouth matter most," said Influenster co-founder and CEO Aydin Acar. 

Reviews and word-of-mouth influence millennial women's shopping decisions 84 percent of the time, according to Influenster's survey. Other factors are social media (75 percent); brand websites (41 percent); magazines (39 percent); television (36 percent); mail catalogues (21 percent); news websites (16 percent); and newspapers (12 percent).

Also, compared to Generation X or baby boomers, millennials "are more open to different types of gifts" like gift cards and cash, said Acar. "The etiquette is changing," he added. "That comes from millennials loving to personalize things. They have their own style and they know themselves better, so they'd rather go and buy for themselves." 

Here's a look at how they'll give and receive gifts this year.



@KristinaMonllos Kristina Monllos is a senior editor for Adweek.