Millennials—Not Gen Z—Present Biggest Ecommerce Opportunity for Holiday Season

How to make the most of lifecycle marketing

Illustration of mobile shopping during the holidays
Almost half of millennials (44%) say they plan to do more future online shopping, even after restrictions and health concerns are over. Kacy Burdette

The fourth quarter of 2020 will be different in many ways, yet it will still carry outsized importance for retailers. Shopping behavior has been heavily disrupted. Here’s what pandemic lessons you can apply this holiday season, and why you should focus on millennials over Gen Z.

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Myles Kleeger is president and chief customer officer at Braze.