5 Types of Millennial Shoppers You Need To Market To
Updated: 1.11.18 Marketing

5 Types of Millennial Shoppers You Need To Market To

By: Lindsey Carman

According to Accenture.com, Millennials spend about $600 billion in the U.S. annually, making this generation born between the early 1980’s and late 1990’s a prime target for retail marketing. However, they are one of the most complex generations to pinpoint for marketing, as the group ranges from trend-setting high school kids to 30-something working moms.

Identifying spending habits within this diverse group is key to connecting to the Millennial audience. Meet the 5 types of shoppers that make up this generation of 75 million Americans.

1. Mavens: The Working Moms

Known as well-educated, female suburbanites, Mavens balance full-time jobs and taking care of their families. With the highest incomes among Millennials, these women are brand-conscious and purchase brands like Gerber, Disney, and Fisher-Price. However, they are open to trying new things based on recommendations from friends and family.

Mavens’ favorite retailers include Old Navy, Kohl’s and Victoria’s Secret, and 80% of them have made a purchase at Walmart within the last couple of months. In-store and online sales are also a driving factor for most purchases, so retailers will find Mavens running to the shelves to grab deeply discounted items when prices drop.

  • Age Range: 27-35 years old
  • Average Income: 43% of Mavens make over $70,000 a year
  • Defining Habits: Enjoy high-quality brands & all sales

2. Trendsetters: The Social Butterflies

Trendsetters are the epitome of the Millennial generation, ranging from high school kids to post grads. As the most outgoing type of Millennial, Trendsetters enjoy attending social gatherings, which include anything from grabbing drinks to attending sports games. They are also very connected to social media platforms and enjoy doing what’s cool at the moment.

71% of all Trendsetters have purchased an electronic device within the past few months, while the entire group is more likely than other Millennials to buy apparel. Comprised mostly of females, this group’s top retail brands include Cover Girl, Neutrogena, Forever 21 and Victoria’s Secret. Trendsetters also appreciate interactive customer service and in-store visuals and designs, making them an ideal in-store target.

  • Age Range: 18-25 years old
  • Average Income: Households usually make over $60,00 a year
  • Defining Habits: Have one of the highest purchase rates
As the most outgoing type of Millennial, Trendsetters enjoy attending social gatherings, which include anything from grabbing drinks to attending sports games.

As the most outgoing type of Millennial, Trendsetters enjoy attending social gatherings.

3. Up & Comers: The Go-Getters

As a melting pot of males (made up of African Americans, Asians, and Hispanics), Up & Comers grab life by the horns and are the go-getters of the Millennial generation. They are also well-educated; they compare prices and products to determine their value.

Up & Comers shop at retailers like Nike, adidas, and Apple, yet they have the lowest awareness of quality brands. This group tends to be swayed by ads on social media platforms and external marketing tactics, such as billboards and TV commercials.

  • Age Range: 18-25 years old
  • Average Income: Over $55,000 a year
  • Defining Habits: Biggest value seekers

4. Eclectics: The Creative Budgeters

Eclectics, as the name suggests, are the quirky, homebody group of the Millennial generation. Often creative types living on a budget, they will hunt down deals whenever possible. Mostly Caucasian females, Eclectics also tend to be more introverted and are the least likely to follow a new trend.

Store-wise, Amazon is their go-to shopping destination, preferred over brick-and-mortar stores, and they mainly buy apparel and beauty items. Eclectics usually aren’t loyal to a specific brand or product and enjoy reading reviews and recommendations to make financial decisions.

  • Age Range: 18-35 years old
  • Average Income: 44% of Eclectics are unemployed
  • Defining Habits: Least likely to follow a trend

5.  Skeptics: The Entertainment Seekers

With the lowest household income, Skeptics are hardcore video gamers who enjoy eating at fast food restaurants like McDonald’s. Some of their other favorite hobbies include staying up to date on the newest sci-fi movies and surfing the Internet. Living paycheck to paycheck, this group is pretty frugal with their money and doesn’t typically use top-brand banks to handle their money.

Skeptics shop the most for Coca-Cola and Frito-Lays products and also purchase Great Value-brand food. They are the hardest Millennial type to advertise to and don’t pay attention to figures and facts, even when clearly displayed.

  • Age Range: 18-35 years old
  • Average Income: Less than $35,000 a year
  • Defining Habits: Mostly committed to entertainment value

Appealing to Diverse Personality Types

With such diverse shopping habits among Millennials, it’s easy to see how complicated it can get to create marketing strategies for this generation.

If you appeal to a wide range of personality types by employing multiple marketing strategies, create an unforgettable experience and offer enticing prices, you’re likely to start hitting your Millennial targets. (Also be mindful to incorporate mobile-friendly practices, which serves as the basis for marketing to Millennials.)

A picture of colorful bags

Encompassing different Millennial personality types will help you market better to this audience.

Millennials comprise a large retail market—one that you’ll want to reach. Keeping personality types in mind is a key to successfully marketing to Millennials that will make you stand out from competitors.