Ypulse Research

‘Twas the season for holiday shopping and this year, to the relief of cautiously optimistic retailers across the country, teens and college students were back in the spirit to spend. And yet, much like the discount-driven patterns observed during Back to School season, this spending was strategic and motivated by value above all else. From the continued popularity of large discount retailers like Walmart and Target to an even stronger focus on sales and special offers than last year, including the notable rediscovery of Black Friday, young shoppers like good students have learned to maximize their retail experience by optimizing the potential to save. The lesson for retailers? To cater to these pragmatic needs in-store, online and across mobile platforms (take note of the rise in usage since BTS) without losing sight of eternal teen shopping truths. In this Ypulse Research Report we offer an in-depth analysis of the 2010 Holiday Shopping season, with an eye toward the attitudes, habits and purchases shaped by the recovering economy. Touching on emerging trends and core Millennial values (i.e., close inter-generational ties) Ypulse uses the seasonal stage to help brands, retailers and marketers better understand this well-connected, discerning generation in 2011 and beyond.
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In this report, we offer an in-depth look at dining habits and holiday shopping among teens and college students. This month we tap into the minds and stomachs of 1,000 college students and 500 high school students to find out where they eat when they dine out (hint: follow the golden arches), and how they grocery shop, cook (or “cook”) and snack when eating at home. Mom and Dad might be happy to note that both teens and collegians report eating a real breakfast (read: non-breakfast pastry) about four times a week, and most often are eating it at home. Meanwhile, in heartwarming holiday news for retailers, even with an eye out for bargains and tighter gift-giving circles, college students and teens both reported they were spending about the same amount this year as last, with college students planning to even increase spending. Interestingly, however, most expected to be getting the same amount or fewer gifts themselves.
Maybe all the recession rhetoric in the air?

Ypulse taps into the minds of 1,000 college students and 500 high school students to help marketers understand the the habits and preferences that shape this large and influential generation of consumers. (more…)