What Group is Spending More than Millennials? Find Out Here.

Household Enthusiasts, a multi-generational demographic that lives with at least one other person and controls the purchase of household items, spend more than 51 percent more than millennials, according to a RetailMeNot survey.
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June 7, 2018

What Group is Spending More than Millennials? Find Out Here.

According to the survey, this group also spends 18 percent more than the average savings-seekers over a six-month period, with 76 percent of participants reporting that an offer or a discount is the deciding factor in a product purchase. Fifty-eight  percent determined free shipping was deciding factor, while 35 percent pointed to positive online reviews and 33 percent referenced dire need.

Thirty-four percent spend their time shopping for family necessities such as groceries, while 20% were on the hunt for clothing, beauty, health and accessories.

The survey also found that Household Enthusiasts engage in multiple activities while shopping online with 89 percent actively comparing prices of a single product across brands; more than 80 percent multitasking when shopping online and 84 percent opting to shop on mobile devices, with 72 percent favoring the ability to shop any time.

Respondents said that they more inclined to be loyal to a brand or retailer if they have a personalized experience

with the company. Sixty-seven percent enjoy personalized email reminders and 56 percent want a special email on important occasions, including birthdays.  

“The Household Enthusiast represents a large and important consumer segment for retail and brand marketers,” says Marissa Tarleton, chief marketing officer, RetailMeNot. ”These savings-minded individuals span generations, and they wield the purchasing power for their households. In today’s competitive retail environment, it's more important than ever for retailers and brands to reach Household Enthusiasts with relevant, timely and personalized messages and offers."

Household Enthusiasts include members of the millennial and Generation X demographics and live in a multi-person household that often includes children or a spouse. This unique shopper earns 15 percent more than the average consumer and shops online at an average of 3.6 times per month and makes physical purchases at least five times a month.

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