--- title: Shifting Trends in Millennial Holiday Shopping description: Shifts in shopping have been occurring among millennials. Consumers are more knowledgeable about how to find sales and discounts. image: https://info.mssmedia.com/hubfs/millennial-shoppers-mall.jpg --- [![MSSmedia](https://info.mssmedia.com/hubfs/MSSmedia_February2020/Images/ico_logo.svg "MSSmedia")](https://mssmedia.com) - [Expertise](https://mssmedia.com/our-expertise/) - [Media + Advertising](https://mssmedia.com/our-expertise/mediaadvertising/) - [Digital Media](https://mssmedia.com/our-expertise/digital-advertising-management/) - [Public Relations](https://mssmedia.com/our-expertise/public-relations/) - [Campus Marketing](https://info.mssmedia.com/campus-marketing) - [Higher Ed Marketing](https://info.mssmedia.com/higher-ed-pillar-content) - [Property Marketing](https://info.mssmedia.com/property-marketing) - [Government](https://mssmedia.com/government) - [Work](https://mssmedia.com/our-work/) - [About](https://mssmedia.com/about/) - [Blog](https://info.mssmedia.com/blog) - [Let's Collaborate](https://mssmedia.com/lets-collaborate/) # Shifting Trends in Millennial Holiday Shopping Topics: [Millennials + Gen Z](https://info.mssmedia.com/blog/topic/millennials-gen-z) Posted by: [Barbara Gretsch, CEO](https://info.mssmedia.com/blog/author/barbara) Shifts in shopping have been occurring among Millennials. Black Friday and Cyber Monday have great deals and are entertaining, but these days don't have the effect they used to. Consumers are more knowledgeable about how to find sales and discounts. They don't need these significant shopping holidays to see what they want for less, because they are budget-friendly year-round. ![millennial-shoppers-mall](https://info.mssmedia.com/hs-fs/hubfs/millennial-shoppers-mall.jpg?width=600&name=millennial-shoppers-mall.jpg) Shoppers have changed their expectations of what they expect from retailers. This past Black Friday saw more online sales than in store for the first time. So if people happened to shop on these days, it was mostly online. To try and track which brands were doing well among this generation, Teen Vogue and Goldman Sachs [conducted a survey](https://www.businessinsider.com/goldman-and-vogue-brands-for-millennials-2014-2014-10#and-now-take-a-look-at-some-less-successful-companies-51) of Millennial shoppers across the nation. Most of the retail brands were budget-friendly. Below is a list of the top 20 among young women. 1. Forever 21 2. Victoria's Secret Pink 3. Victoria's Secret 4. Nike 5. Sephora 6. MAC 7. H&M 8. Converse 9. Urban Outfitters 10. Target 11. EOS 12. Bath and Body Works 13. Sephora Collection 14. Urban Decay 15. Vans 16. Maybelline 17. Louis Vuitton 18. Steve Madden 19. Marc Jacobs 20. Free People   *Here at [MSSmedia](https://info.mssmedia.com/collaborate-connect), we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSSmedia a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. 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