The Once-Popular Purchasing Habits That Most Millennials Are Refusing To Buy Into
There’s no debate about it, times are changing. And with changing times comes changing demands for some of the products that used to be considered essential. For millennials, the age group born between 1981-1996, some of the products America used to not be able to live without are now being ditched all together. From household appliances to popular food products, read on to see some of the surprising effects of millennial buying habits.
1. Cars (and Gas)
Millennials are pumping the breaks on buying cars and, with that, purchasing gas. Many millennials are even deciding not to get their driver’s license all together. In fact, in the last eight years, the number of drivers age 18-25 was down nearly 25%. Now that is a reversal.
Market experts point to a ton of reasons for why millennials are deciding to leave the cars in the lot. In urban areas, young drivers would rather take public transportation than take the time to find parking, a sometimes painstaking task. Throughout the country, youngsters are also deciding to do use ride-sharing apps to get them from Point A to Point B. Either way, millennials are driving down automakers’ bottom lines.
2. Fabric Softener
What’s in a name? Well, if the name is “fabric softener,” the name is pretty much an explanation of what the product does. But don’t go asking millennials about it. A recent study said that millennials are not using fabric softener because they are not exactly sure what it really does.
Between 2007 and 2015, fabric softener sales dropped by 15 percent. With the technology in washing machines becoming more advanced, and more fashion brands deciding to focus on comfort, millennials just aren’t buying into the need of softened fabric. And when they are buried in student loans, this generation is cutting costs wherever they can.
3. Traditional Gyms
Millennials are tending to focus so much on healthy, organic options when it comes to food. Considering that, it seems surprising that the number of people going to traditional gyms is declining. But it is not that millennials are skipping the workouts altogether, they are just choosing to do so elsewhere.
Instead of the typically giant room filled with machines, this age group is choosing boutique gyms catered to certain types of workouts. Whether it means hitting a CrossFit gym, a Pilates studio, a kickboxing class or anything else, millennials are focusing on specific workouts that they enjoy. Apparently, when they are thinking about where to exercise, millennials are weighing all of their options.
Blame it on laziness or blame it on the overly packed schedules among young professionals, but there is a pretty shocking reason why this age group chooses not to eat cereal in the morning. According to the New York Times, 40 percent of millennials surveyed said they do not eat cereal because it was “inconvenient.” But why?
The Times reported that cereal “was an inconvenient breakfast choice because they had to clean up after eating it.” Yes, apparently washing a spoon and a bowl is simply too much to have to deal with. And don’t forget, there is also the pain of putting the box back in the pantry!
5. Business Suits
When it’s time to get ready for work, many millennials are deciding that business suits simply do not suit them. Whether the fashion choice does not fit their own personal style, or does not suit a more laid back office environment, young fashionistas are just not buying it.
While some more fashionable pant suits are definitely still in style, there has been a huge trend in workplace veering toward more casual business attire, and not just on Fridays. Denim in offices is becoming more and more of a common occurrence. Just ask Facebook CEO Mark Zuckerberg, it seems he has done just fine without suiting up every morning.
We’ve all seen the quintessential pictures of first time home buyers, clutching their shiny, new keys as they stand outside of their brand new house. But has anyone else noticed that there seem to be less and less of those happy homeowners? There are a few reasons for that.
As home prices are continuing to rise, many millennials are not able to afford buying their own homes. But beyond that, many worry that investing in real estate means putting down their anchors in a certain location. Instead, they would rather have the ease and ability to uproot and move if work or life calls for it. But this is not the only traditional life step that millennials are skipping.
7. Regular Milk
We are old enough to remember a time when there were seemingly just three types of milk: nonfat, whole, and two percent. Today, it seems like just about everything is producing milk. There’s almond milk, soy milk, coconut milk and oat milk just to name a few. And we could keep going.
So what is the problem with just regular old cow’s milk? One reason is that millennials are increasingly becoming vegan or choosing to go for a more environmentally friendly option. Others are choosing other milks as a healthier alternative. Milk sales have dropped 40% since 1970. And this is not the only childhood staple that millennials are ditching.
8. Weddings and Diamonds
First comes love, then comes marriage? Apparently not anymore. In the 1980s, two-thirds of people age 25-34 had married. Today, more than half of the people in that age group are single. Millennials are saying “I Don’t” to saying “I Do.”
And along with a decline in marriage rates, there has been in a decline in diamond sales, even among those who are deciding to tie the knot. Instead, millennials are going for less expensive and more unique options for their engagement rings. We are going to miss all-night dancing at weddings, but not as much as we are going to miss some of the other things on this list.
9. Movie Theaters
People used to make a night out of heading to the theater, grabbing a gigantic tub of refillable popcorn, and watching a movie. Nowadays, even the draws of reclining chairs, bar service and surround sound are not enough to fill up a movie theater.
But who would want to get themselves all the way to the movie theater and spend money on a ticket when they could, instead, stay in their pajamas, turn the lights off and stream films from the comfort of their own couch? Millennials just do not want to move to go to the movies anymore. But there is no doubt that nothing can compare to movie theater popcorn.
10. Bulk Groceries
We personally could make an entire day out of looking around Costco, staring at the gigantic products, and trying all of the free samples. We mean, who doesn’t want a 300-pack of toilet paper rolls? Well, according to market experts, millennials don’t.
And the reasoning behind the decline of bulk grocery shopping among millennials makes a lot of sense. The age group is cooking less, so they have no need to spend money on groceries that will probably only go bad anyway. For any of their bulk purchasing, millennials would rather purchase products online and have them come right to their doorstep rather than going to a store.
11. Domestic Brand Beers
Domestic beers like Budweiser, Coors and and Miller brands used to be a staple of any barbecue. But for anyone who has been to a millennial’s housewarming or back yard party, they might be hard pressed to find a Bud Light in the fridge.
Millennials are increasingly deciding to purchase flavored beverages such as hard lemonade, iced tea and seltzer. Some others are going for the more unique craft beer options. And some are swearing off beer entirely and going for healthier options. Seems like the beer belly is going out of style. That is at least one thing we will not miss.
A good cruise can be a boatload of fun. Cruises are all about appreciating the journey as these giant ships take travelers from one destination to another, letting them off for short excursions along the way. And with cruise ships getting even bigger and more extravagant, many would think that people would be lining up to board them.
But it seems that even the water slides, golf courses, extravagant buffets, and nightly entertainment is not enough to bring millennials on board. Market experts say that millennials are looking for more authentic travel experiences, and that does not include traveling on a giant yacht. What, normal people don’t just live on giant floating mansions at sea?
Apparently millennials have a major beef with beef. In a new environmentally conscious world, red meat just is not making the cut for young foodies. While many are deciding to skip the red meat for a more green diet, others are reportedly also against it for moral reasons.
Beyond that, millennials just flat out do not have much money left for groceries after paying rent, student loans and all of their other expenses. So purchasing beef is seen as a huge luxury that can easily be taken out of the budget. Hey, anything to make ends “meat” – ahem – meet.
When is the last time anyone ate at a millennial’s home and there were napkins, let alone a dining room table? Napkins are going out of style in younger households. According to consumer studies, 15 years ago, six out of 10 households bought napkins. Today, only four in 10 households have napkins on hand.
That is because millennials are much more prone to rip their guests off a piece of paper towel rather than have dedicated napkins. It’s just one less thing to buy when the budget is already tight. In fact, napkins are not the the only household item that is quickly disappearing. Read on for more of the things millennials are choosing to live without.
Remember when mayonnaise used to be totally cool? Okay, neither do we, but bear with us. Somewhere along the line in condiment history, someone decided that mayonnaise was out of style, and the millennials have definitely taken note. Because of this, mayo sales have been dropping for the last few years.
Part of all the anti-mayo hate out there has to do with its health benefits – or the lack thereof. The mixture of egg yolks, oil, lemon juice, and vinegar does not exactly lend itself to a healthy diet. Instead, millennials are replacing the condiment with more organic alternatives like avocados.
There was once a time when leaving home without a crisp, ironed shirt on was a huge deal breaker. Those days are long gone, as more and more millennials are choosing not to keep an iron around in their homes. So let’s iron out the details.
It is becoming increasingly popular for brands to advertise their no-iron materials, promising that the clothing will remain wrinkle-free without the hassle of ironing. Meanwhile, fabrics that usually require ironing are on the outs. And besides, there is no wrinkle that simply putting an item of clothing in the dryer for a second won’t fix!
17. Land Lines
We don’t have a home phone number, but here are some other numbers that might be of interest. A survey says that 66 percent of millennials live in a totally wireless home. Forty-one percent have no landline phone (that number would be higher, but many Internet and cable companies provide a landline for free), and 83 percent of millennials sleep next to their cellphones.
With all that phone time, it is no wonder why many millennials have decided to ditch their land lines. And since many millennials are renting homes, going through the steps to set up a landline seems like a bad call.
18. Lottery Tickets
Millennials are a generation that is facing major debt, rising housing prices and plateauing salaries. But for anyone who thinks that these financial realities would make playing the lottery more enticing, think again. This generation is not willing to bet their money on the lottery.
A Gallup survey found that while 61 percent of people ages 50 to 64 played the lottery, only about a third of people between the ages of 18 to 29 are doing the same. The generation has simply scratched lottery cards off their list of must-dos. And that is not the only surprising money decision they are making. There’s more to come!
The decline in postcard sales is not the most startling item on this list. Once upon a time, 20 million postcards were sold every year. Today, there are only about 5 million sold. But the reason why everyone is less likely to receive postcards might come as a surprise.
Postcards were already on their way out with the creation of email. Later, with the introduction of things like Facebook and Instagram, the Internet had basically become a widely circulated postcard. Why take the time and money to send a physical letter when you can just post a virtual message? Now, postcards are used more for decoration than for correspondence.
For anyone who wants to understand millennials, just try walking a mile in their shoes. And for anyone planning on doing so, just make sure not to slip on some high heeled stilettos. Millennials are no longer head over heels for the high heel.
Instead of spending the night teetering in some pretty uncomfortable and dangerous high heels, millennials would rather go for something more comfortable. For this reason, sneaker sales are booming across the country, and more and more celebrities are starting to advertise sneakers. Brands that have usually focused on heels are now starting to offer some more comfortable alternatives.
21. Life Insurance and Stocks
When it comes to making money moves, millennials are less likely to invest their hard earned cash in two things: Life insurance and the stock market. So let’s go through it. Seventy-five percent of millennials do not have life insurance simply because they cannot afford it. And when they are struggling to make rent in the present, they don’t necessarily want to think about investing in the future.
As far as stocks go, only 13 percent of millennials told Barron’s that they would invest in the stock market. Market experts think that this mainly has to do with witnessing a stock market crash at a young age. After seeing the effects first hand, they took stock of the situation and decided against making the investment.
Remember doorbells? Does the name ring a bell? For millennials, the idea of a doorbell is a thing of the past. The age group really just does not have doorbells anymore. And there are a few reasons for the doorbell’s silent downfall.
First of all, many millennials are living in apartment buildings rather than standalone homes, where doorbells just are not a fixture. But even if there was a doorbell option, millennials probably would not use it. They are more likely to send their friends or family members a text saying they have arrived at their home rather than ringing the bell.
23. Cable Subscriptions
It is no secret that cable subscriptions are on the outs, and that millennials are playing a huge role in their downfall. Instead of buying expensive cable packages, the age group is, instead, relying on streaming services like Netflix, Amazon and Hulu. Even YouTube is now offering a cable alternative to its users for a lower price than cable.
Millennials are leading pretty busy lives and are typically tapped into the 24/7 stream of digital information, and so the idea of buying an expensive cable package in order to be able to watch shows live does not have the same appeal as it used to. Instead, with other services, they can watch their favorite shows anytime, on their own schedule.
The Golden Arches are apparently losing their shine in the eyes of millennial customers. The McDonald’s drive-thru used to drive a supersize amount of people to the fast food restaurant, but younger customers just are not Lovin’ It anymore. And it seems not even Ronald McDonald can bring them back.
Instead of flocking to the fast food chain, millennials as a whole are choosing healthier, fresher options. And with the rise of places like Chipotle, younger customers would rather customize their meals than pick from a list of limited menu options. McDonald’s has released a vegetarian burger in attempts to draw in the millennial crowd, but so far they have not seen the desired result. We’ll take this bad news with a side of fries.
For some, the idea of ordering room service, having a maid come clean, and curling up in a lush hotel robe is part of the entire vacation package. For millennials, though, the ideal vacation checklist no longer includes hotels as an absolute must.
Instead, young travelers are choosing to go for more “authentic” experiences. Sometimes the idea of living like a local means subletting an apartment or renting an AirBNB. The more frugal travelers are ditching luxury and headed straight to a hostel or even a farmstay. Regardless, millennials are in large checking out of hotels and typically picking the less expensive, more immersive options.
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