Millennials Milestones Celebrations

Goals

To gather insights of people's attitudes to celebrations of non-major milestones.

Early Findings

How do millennials celebrate day-to-day activities /non-major milestones differently, what’s the changing perspective, what is their attitude?

Is celebrating more important, less important, are people looking for inspiration / opportunities to celebrate occasions and what? Would be good to see a data point like people today are __ more likely to celebrate ___ occasion, as opposed to ____ in the past’

  • Millennials now use milestones such as Valentine's Day and Halloween to buy their pets presents.
  • They are the generation with the highest rate of pet ownership, at around 33% of all Americans.
  • Valentine's Day is an opportunity for millennials to show their appreciation to their pets by buying them gifts.
  • In 2018, 25% of Americans under 35 planned to purchase a gift for their pet to commemorate Valentine's Day.
  • Overall, this generation spends more on Valentine's Day gifts that their older counterparts.

What are some examples of brands that have sought to mark less famous days with a product or experience? What are some examples of brands that will respond to user generated content in a celebratory tone? What kinds of content are they specifically responding to?

  • To capitalize on this trend, some pet stores like Petsmart have started dedicating a section of their website to Valentine's Day. These feature "I woof you" pillows and animal treats in the shape of hearts.
  • Amazon is another example of a company that is taking advantage of the new relationship between pets and the celebration of Valentine's Day, by featuring gift guides aimed at owners as well as pets.
  • As millennials and younger generations tend to value looks as well as taste, candy makers have adjusted by launching products that look good for sharing on social media. These include Skittle's "Love Mix" and Nestlé's pink Kit Kat.
  • Kryspy Kreme have also launched special hearth-shaped Valentine's Day donuts with pink and red sprinkles.

What is the psychology behind the act of celebration, especially for smaller occasions? Why do people do it and what expectations do they have about it?

  • Half of 18-24 year old that do not plan on celebrating Valentine's Day are still aiming to celebrate on their own, and treat themselves to a gift.
  • Some brands such as Lush Cosmetics and Birchbox have launched products that cater to this market, for people who want to treat themselves during this milestone.

Summary of Findings

During one hour of research, we have managed to gather some insights mainly on how attitudes towards the celebration of Valentine's Day have changed. We have also found some interesting information on the general attitude of millennials towards celebrating milestones. Given the wealth of information available publicly, we are confident that we can find more data with more time.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

You need to be the project owner to select a next step.
Following initial research, we propose to provide 4-6 insights on how millennials celebrate non-major milestones differently from other generations, their attitude, and their changing perspective. This would include whether celebrating is seen as more or less important and whether they are looking for opportunities to celebrate. We will attempt to provide data points if available. Non-major milestones would not include birthday and anniversaries.
We also propose to provide (1) 3 examples of brands that have launched services or products to commemorate non-major milestones, and (2) 3 examples of brands that have responded to user-generated content in a celebratory tone, and we will also provide the kind of content that they are specifically responding to.
Finally, we propose to provide 3-5 insights on the psychology behind the act of celebration with a focus on smaller events, including the reason to celebrate and the expectations behind it.