A new survey reveals just how much marketers need to take generational differences into account to make the most of the holiday shopping season. According to insights from the 2019 Holiday Purchase Intentions Survey from The NPD Group, each generation’s holiday shopping plans looks very different. 

So, how do the generations break down?

Gen Z

About one-third will start shopping on Black Friday and plan to buy clothing, accessories and electronics. They are less likely to shop online than Millennials or Gen X. 


Millennials spend less than their older counterparts, but one-third plan to spend more than in 2018. Over 20 percent of Millennials will start shopping on Black Friday, second only to Gen Z. Most of their shopping will be done online and are more likely than all other generations to buy electronics (46 percent) and shop Dollar Stores (19 percent).

Gen X Gen X shoppers plan to spend more than all other generations. They are the most likely generation to buy clothing/accessories (68 percent) and entertainment items (44 percent), and most likely to shop mass merchants (51 percent) and online pure-plays (77 percent). About one-fifth will start shopping on Black Friday.

Read more on the generational shopping breakdown on the IDEX website  HERE

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