Teen Vogue Unveils Research Identifying How Millennials Shop During the Holiday Season

Dec 11, 2014, 15:00 ET from Teen Vogue


NEW YORK, Dec. 11, 2014 /PRNewswire/ -- In order to understand the way young consumers shop during the holidays, Teen Vogue—the leading monitor of millennial fashion and beauty enthusiasts in America—has identified the role that malls and the web factor into their retail experience, how much they plan to spend, and who they're buying for.  

"The big headline over Black Friday weekend was about record e-commerce sales," says Teen Vogue Vice President and Publisher Jason Wagenheim. "But for the millennial shopper—especially the 16- to 26-year-old segment—the mall remains the most important part of the overall omnichannel shopping story.  While she's definitely shopping more online and through mobile than in years prior, the brick-and-mortar experience still greatly matters."

According to the survey:

Holiday shopping is a ritual young women cherish. While the millennial girl still leverages the efficiency of the web for research and price-shopping, during the holidays this consumer gravitates to the mall first to research and shop. She cites the unique experiences malls offer—decorations, music, and the chance to bond with friends and family as key reasons.

In-Store Still Scores
65% of respondents have done/will do the majority of their holiday shopping in store vs. online (35%).

Overall, 78% of respondents shopped during the extended weekend after Thanksgiving, primarily to take advantage of deals (82%). The majority of those shoppers went in-store on Black Friday.

Shopped In-Store

 Black Friday              


 Saturday and Sunday following Thanksgiving       



Shopped Online

 Black Friday                                         


 Saturday and Sunday following Thanksgiving        


 Cyber Monday                                         


The Mall Experience Matters
The #1 "process" girls take for holiday shopping is to map out stores they want to visit, then stop in other stores spontaneously, vs. 19% who say they research items online, then visit the stores to buy.

Respondents say they'd rather go to a mall than online to shop during the holiday season because…

Top 3 Reasons

 I like to see the products I'm thinking about buying in person  


 I like to hang out with my friends                                 


 It's a great place for me to bond with my mom              


They look forward to spending time at the mall during the holidays because of…

Top 3 Reasons

 Store decorations and window displays                        


 The music                               


 Collecting festive shopping bags                 


One for Her, One for Me…
Results show that bringing consumers in-store for giving generates additional self-purchases. Virtually every respondent (98%) says she will buy gifts for others—and 77% say that they sometimes or always "go shopping to buy someone else a gift and end up buying something for myself."

 Top reasons for making an unexpected purchase during holiday shopping:

 Like the gift you're giving so much you buy it for yourself                 


 Free shipping, a buy-one-get-one or other deal                               


 Special gift-packaging on a favorite brand                                


Respondents plan to spend an average of $287 during the holiday season on the five friends and family they'll buy for, and on themselves.

She's Making Her List
Through browsing online (87%), reading magazines (65%), and walking through the mall (61%), respondents have created their own holiday wish lists:











About Teen Vogue
Teen Vogue, a Conde Nast brand, is the leading source of fashion and beauty news for style-conscious teens and twentysomethings everywhere. It brings the sophistication and authority of Vogue to a new generation of savvy young women who desire to be on the cutting edge of fashion, beauty, and culture. Teen Vogue, launched in February 2003, publishes 10 issues a year, has a circulation of more than 1 million, and reaches an audience of 12 million more through a combination of teenvogue.com, 11 social media platforms, a robust video channel, and hundreds of retail shopping events annually. Conde Nast is a global media company producing the highest-quality magazines, websites, and digital content. The company's portfolio reaches more than 263 million consumers in 30 markets and includes many of the world's most respected and influential media properties.

To request an interview or for more information, please contact Erin Kaplan (erin_kaplan@condenast.com), 212.286.2479.

Press Contact:
Erin Kaplan
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SOURCE Teen Vogue