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Here Come The Millennials, Shoppers Who 'Get It Done'

  • Brandweek, Friday, November 13, 2009 10:42 AM
Women born between 1979 and 1989 tend to shop less, buy more during each trip, and to frequent supercenters and Walmarts more than those born in the preceding generation, according to a new Information Resources study, "Winning With Millennial Women Shoppers."

Although they are just now buying homes, thinking about marriage, parenthood and career development, Millennials represent a $54 billion marketing opportunity for packaged goods companies and are expected to surpass baby boomers in spending in the next few years, Elaine Wong points out.

"They may be time- and money-compressed, but they live in this 24-hour 'on' lifestyle, and so, for most Millennials, it's more about getting it done rather than getting the best deal," says Sean Seitzinger, IRI's svp of thought leadership. "They're asking, 'Hey, do I have enough to [get] what I need to [get] right now, and if so, I'm just going to do it.'"

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