Infographic: How Brands Can Target Millennial Women During the Holidays

From friends and family to online shopping

70 percent of millennial women plan to spend the same or more on gifts as they did in 2017. iStock Photo
Headshot of Sammy Nickalls

Brands that want to capitalize on millennial holiday shopping need to focus on becoming a hot topic of conversation. According to new research from PopSugar Insights, 40 percent of millennial women cite talking with friends and family as a top influence when it comes to shopping for the holidays, compared with less than 10 percent who say the same of social media and in-store shopping.

“For millennials, last-minute shopping is a thing of the past,” said Rob McLoughlin, vp, PopSugar Insights. “This generation of energized holiday shoppers relies on conversation with friends and family as well as digital content for inspiration and turns to online retailers, led by Amazon, to purchase.”


This story first appeared in the October 22, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.