20-Somethings to Shop More in Store than Other Generations
During Holiday Season        

By Jack Grant

A new survey has flipped the conventional thinking that young people prefer to shop online during the holidays while older folks like to purchase products in the store.

In fact, the opposite is true. 20-somethings plan to shop in-store more than any other age group this holiday season while older generations plan to shop more online, says a survey from Coupons.com, Quotient Technology’s flagship consumer brand. At the same time, young folks in their 20s also believe they get the best deals on Black Friday or Cyber Monday, compared with older generations who tend to be more skeptical of the savings on those all-important retail days.

The survey findings have implications for coupon marketing.

“20-somethings are savvy, using technology to find the best deals, and knowing not every great deal is online,” said Jeanette Pavini, Coupons.com savings expert. “Understanding how consumers view key shopping seasons helps Coupons.com serve more relevant coupons at the right time.”

The survey, conducted in November 2017 with 1,052 participants across the United States, explored consumer habits and current holiday sentiment around what Americans enjoy most about Thanksgiving; favorite and least favorite holiday foods; perceptions about just how good deals are on Black Friday and Cyber Monday; where people will most likely shop – online or in-store; how much money they plan on spending on gifts; and ways they look to save money.

Here are the key findings from the survey:

  • Nice gifts cost, so save. Two of three Americans (65 percent) said they plan to use coupons when buying groceries for the holidays.
  • Who loves turkey? 45 percent of seniors (60+) ranked turkey as their favorite part of the meal, compared to 25 percent of 20-somethings.
  • Pass the comfort food. While only 23 percent of 20-somethings said mashed potatoes are a favorite, that was higher than every other group. Seven percent of seniors cited mashed potatoes as a favorite dish.
  • Let them eat pie. The course almost everyone will enjoy: Dessert, which less than 1 percent of those surveyed said they dislike.

Black Friday and Cyber Monday
  • Braving the crowds. 64 percent of 20-somethings believe they find the best deals on Black Friday or Cyber Monday, while all other age groups don’t believe those days offer the best deals. For instance, only 38 percent of the over 60 crowd believe those days are the smartest shopping days.
  • Are the best deals after the holidays? Sure, say anyone 30 and older (45 percent).

Holiday Shopping
  • Meet you at the mall. Slightly more than half of 20-somethings (55 percent) plan to shop in-store, higher than any other generation; almost half of 30-44-year-olds (47 percent) and about the same number of 45-59-year-olds (48 percent) are planning to shop in store. Seniors (60+) are the least likely to shop in store (42 percent).
  • Who is shopping online? 22 percent of 30-44-year-olds will shop from their phones vs. 18 percent of 20-somethings; 30 percent of 45-59-year-olds will shop via computer compared to 20 percent of 20-somethings.
  • What is the spend this holiday season? More than half of Americans (51 percent) plan to spend under $500 total on holiday gifts.

Quotient Technology, based in Mountain view, Calif., is a leading digital promotions, media and analytics company that connects brands, retailers and shoppers. It distributes digital offers and media through a variety of products, including digital paperless coupons, digital printable coupons, coupon codes and card-linked offers. For more information, visit www.quotient.com

                                               Mid-December 2017