Interested in targeting Millennials? You should be. This generation is currently making 60% of their purchases online and are driving the growth of online shopping. That number can only be expected to grow — it’s already up 47% from 2017, according to a survey conducted by CouponFollow. 

Let’s back up a minute though. Just who is a Millennial? According to the Pew Research Center, the Millennial generation was born between 1981 and 1996, making them 23-38 years old in 2019. Those under 22 years old fall into Generation Z.

Millennial Snapshot:

-Projected to number 73 million by 2019

-Better educated than prior generations

-More racially and ethnically diverse

-Delaying or foregoing marriage & families

-More likely to live at home with parents

-Second largest generation in the US electorate

-Median annual income: $56k in 2018 (for full-time work with bachelor’s degree)

—Pew Research Center

Now let’s take a look at that CouponFollow survey again to zoom in on their online shopping behaviors. 

60% of Millennials make their purchases online

36% of those purchases are from a mobile device

24% of purchases come from laptops and desktop computers

64% of surveyed Millennial shoppers make half or more of their purchases from Amazon.com

When CouponFollow asked survey participants why they chose Amazon, 43% said it was because of the online reviews. Price and price comparison followed closely behind. 

So with all that in mind, here are a few ideas for how to begin executing a Millennial-friendly sales strategy. 

PRICE IT RIGHT

There’s no doubt about it — this generation is price sensitive. They look for deals, discount codes and want to compare prices. Well over half will seek out coupon codes online prior to completing a purchase. But they are willing to pay extra for sustainable and socially responsible options. Make sure your product is priced right and is adequately conveying its value, particularly if there’s a social or environmental aspect to it. 

GET SOCIAL

Millennials are more likely to use online search, customer reviews and social media channels to gather info for shopping, according to a Nielsen BASES e-panel. Forbes reports that 62% of Millennials claim if a brand engages with them on social media, they’re likely to become a loyal customer. If you’re not creating content and engaging with your audience on social media, it’s time to ramp it up. Consider hiring a social media consultant or agency to help craft content if you feel out of your depth in this area. 

PLAY TO PASSIONS

This generation is looking to be defined by their passions and develop an identity around them. These passions can include things previous generations would’ve considered hobbies — music, art, athletics — but Millennials see them as integral to who they are. These passions can also be extended to causes, like the environment and social justice. Millennials often gauge their success by the achievements they make in these categories. Understanding that these passions are more than an ‘interest’ but vital to self image is a crucial lens to use when conveying product details to Millennial consumers. 

CATER TO BABY

As this generation enters into parenthood, spending is shifting to babycare and family planning categories and convenience foods. According to Nielsen, the top FMCG (fast moving consumer goods) categories purchased by Millennials online are diapers, vitamins/etc, toilet paper, chips and wipes. If you offer these items, be sure to price them competitively and play up the convenience factor (along with any environmental or wellness aspects) in the copy. 

ZOOM IN ON TOP SELLERS

According to Internet Retailer’s analysis of Hitwise data, the categories that garner the most share of Millennial shoppers are apparel/accessories (33.1%), toys/hobbies (33%) jewelry (32.6%) and health/beauty (32%). If you sell in any one of these categories, you likely already have a base of Millennial shoppers you can begin to cater to when it comes to sourcing products and conveying their benefits and value. 

DO HEALTHY

Millennials are health conscious. They tend to spend a significant amount more than other generations on health and wellness products that claim things like organic, natural and GMO free, says Nielsen. But the health-minded trend isn’t just relegated to food, it also crosses over to lifestyle and fitness — think yoga, meditation, essential oils and more. Offering these products but also being careful to highlight wellness aspects in product descriptions, names and photography will help win some Millennial shoppers.