Millennials have gone from being the group everyone's trying to figure out and accommodate to, to the group that's actively living and setting trends (or lifestyles) they themselves have built. Now that most Millennials are not only business people but family people as well, they've found a way to continue living their digital obsessions, raise families, stay on trend and save money in the process.
Observed from the Baby Boomer and Generation X's perspective, Millennials have managed to achieve what they didn't - have successful careers, stay up to date, earn money, raise children in a healthy way and still look absolutely stunning doing it. However, as displayed through a multitude of social networks, Millennial families more resemble live-in commercials than actual life; if it's not exaggerated and too expensive baby showers and baby birthdays then it's dolled up kids, monthly baby anniversaries and matching mommy-daughter outfits snapped, filtered and religiously published on social media.
Every stage of a child's upbringing is being documented and romanticized to a point of almost looking fake. These new parenting dynamics turn out to be one of the top frustrations for low-key parents who aren't too keen on publicly displaying their parenting systems. Nevertheless, staged or real, Millennial households make for the largest group of buyers, with a massive amount of purchasing power. Research shows that women (i.e. Millennial moms) are the primary decision-makers of Millennial families which puts them in charge of the family budget and ways to manipulate it.
Millennial moms and shopping
Not all is as bad as it may seem. Although there may be some frustration attached to the new-age parenting methods and the fact that Millennial moms seem to be spending all of their time online, there actually are a few smart, calculated and budget-effective tricks Millennial moms are implementing in their daily shopping dynamics you may want to check out.
It is no secret that Millennial parents are all about the digital, but the way they use it may just be a lesson to all of us. According to the latest research, 90% of Millennial moms own a smartphone and spend about 8.3 hours per day online; further, they are estimated to be more likely to post on social media, and "like or recommend" products. What does this mean? They're highly engaged with end products instead of just scrolling through the web content. In addition to shopping online, Millennial moms use their social interactions to not only connected to the outside world, but get actively engaged in parenting communities as well.
Millennial moms shop online
It appears that not all of their time spent on social networks is for nothing; several studies show that Millennial moms buy online to:
a) Save time going shopping and spend more time with their children b) Browse through websites like swap.com for discounts, second-hand pieces, and cheap(er) items to encourage eco-friendly buying and save money c) Find baby products (diapers, toys, clothes, etc.) easier by following relevant online ads
d) Make use of the wide selection of products available
Millennial moms pretty much cracked the code: shopping online is the new shopping altogether as it's cost-effective, time-efficient, eco-friendly, cheaper and very convenient.
Millennial moms appreciate expert advice
When in doubt, young Millennial moms seek out help online whether it's asking for professional advice from experts or just exchanging experiences with other Millennial moms who were in the same situation. Millennial moms seem to be a very tight community, and they trust each other when it comes to parenting advice. Also, there are plenty of online parenting forums and blogs these days and Millennial moms know where to look.
Moms aren't what they used to be; their needs have changed, their parenting dynamics shifted and unless they can find their desired products online – it's pretty much like those same products are non-existent altogether. That being said, Millennial moms want transparent, authentic and high-quality content that relates to their needs. Give young moms ads relevant to their children's life-stages or their own, and 62% of them will embrace your product.