Shifting Trends in Millennial Holiday Shopping

Topics: Millennials + Gen Z

Posted by: Barbara Gretsch, CEO

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.


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 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


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