October 2019 GENERATION NATION COMPANION REPORT Holiday Values ©Copyright 2019 Quester First, a little history … In 2019, Quester conducted a landmark project in conjunction with 747 Insights and Collaborata: GENERATION NATION 2019: Defining America’s Gen Z, Millennials, Generation X and Boomers This study provides a comparison of attitudes and behaviors across 4,012 respondents in these four cohorts, to expand upon current intelligence and cut to the core of what it means to be an American in 2019. Aided by technology, media, politics, and more, we can see Generational values shifting at a faster pace than We set out to not only collect information about each of we’ve ever seen before. these generations, but also to develop a deep The study is both insightful and actionable. Contact us to understanding about who they are, and their experiences. learn more about subscribing to Generation Nation. Today we are looking at attitudes and behaviors around the holidays to see what’s on people’s minds during this time leading up to and throughout the holiday season — we’re hauling out the holly. WHAT WE DID We set out to learn about people’s thoughts on the holidays and gift giving to uncover their true thoughts on the reason for the season. HOW WE DID IT We asked 416 people across four generations about the holidays, their general thoughts with a focus on the current holiday season that’s fast approaching. And when they shared their intimate feelings on things, we probed a little deeper using an AI-delivered conversation. WHAT WE ASKED We asked them to tell us about the upcoming holiday season … the ups, the downs … and about their plans … and about their gift-giving philosophy … and then we dove into brands and retailers to find out what people need from them to make the holidays (specifically the gift giving) better. We finally circled back by asking people about their own personal ideal gift in hopes to truly understand what’s important to them. Here’s what we found … The key thing we were after was to learn about how people spend both money and time over the holidays. And what do they value? But real quick: We thought we would find all the jolly holiday fun, but it turns out the holidays are kind of a double-edged sword. All the more reason to dig in. “Happy holidays” isn’t wrong … it’s just complicated and feels incomplete It’s an emotional time We spend time with loved ones and count our blessings But we don’t acknowledge that this can magnify the feels like (and we do appreciate and celebrate all those sadness and loneliness (blessings and loved ones aren’t blessings), and that triggers all the feels … always there). It’s a time to relax and enjoy yourself and your But somebody has to, you know, make the magic happen (sorry, it’s not loved ones really magic). And that can be a ton of stress and pressure … which is Of course! It’s the holidays! Time for the holiday not terribly relaxing. magic! It’s the most wonderful time of the year! But is it supposed to be this material and commercial? It’s still a favorite time for most — the food, the decorating, the gifts, the delight, the fruitcake! And just kidding on the fruitcake. No one mentioned it because it is the worst. And so weird. So how does this context impact what they value? And what they need? And how you can help them? Let’s break it down … TheWhat most are they enjoyable (all generations) aspects of theexcited holidays about? The things people look forward to aren’t surprising … Bonding (43%) And not surprisingly, across the There’s also all kinds of great squishy Food (38%) board, it’s the emotion (52%), like love and joy, people you’re with (81%) Traditions (30%) filling hearts across generations— particularly among females Gifts (28%) The appreciation for these Language Nerd Note: Another fun fact, emotion and food people only increases with age is pretty much also what we look forward to every day Some fun facts about variation: • Women are really focused on decorating. And gifts. And food. • Tradition is less of a focus for Gen Z It’s not all elves and • Millennials are much more likely to mention mistletoe though … TV and movies • Boomers are more likely to mention religious components of celebration What are people NOT looking forward to? Negative emotions, like stress, 34% are most often mentioned … and while it may not be surprising to learn that holiday stress is most often mentioned by females, it’s also more often mentioned among younger generations. Other Key Holiday Dislikes Mentions: — who you 30% Family “My family arguing when we are all in one room. see and who you They don't know how to control their alcohol.” don’t (especially among (Gen Z) younger generations) 18% “I can't buy the gifts I have in my heart to buy. Everyone Money always buys me something so nice and I like to And remember those people who enjoy reciprocate. Presents are not always cheap to buy.” (Millennial) gifts and gifting? That 28%? put GIFTS in the least enjoy bucket “I find least enjoyable the shopping part. I do not care for 27% 17% shopping plus I know that the people who don't have Shopping money to shop will be feeling bad. I don't like to think about children who get no gifts.” (Gen X) Interesting, right? Older generations feel the holidays have become “too commercialized" What are their plans? 53% 13% Plan to spend quality Pass the time with time with family various group activities 45% Eat like the apocalypse is coming while pleasantly Being with loved ones can be overwhelming so people get in smiling through the ugly sweater contest or some retail therapy, play games (naughty and nice) and do “just hanging out” outdoor activities 27% Exchange gifts 13% Decorate their homes — the tree gets “lit” 25% Have some type of gathering that gets everyone 5% Celebrate through their religious beliefs together Language Nerd Note: We don’t usually point out percentages of 5%, 13% Go on a holiday and get out of dodge but that’s kind of noteworthy (surprising?) to see religion mentioned so low for holiday plans. Right? It’s the holidays. The best laid plan are, well, plans. People head into the season with good intentions and strive to make positive lasting memories for all involved. How will they shop? 1 2 3 We start And we always Because the goal is Around Black Friday and Cyber Tell each other or make lists Not spending money on things Monday — you can’t beat (sometimes at Thanksgiving people don’t need or want the prices gatherings) Keeping it simple — often with At the last minute right before Focus on one big gift (or gift cards or cash (or at least a the holidays experience or money or gift gift receipt) … Something cards) instead of “lots of toys … practical! Start? We are always on the she’ll lose interest in quickly” look-out for gifts, grabbing Creating a memorable unique items and great deals Draw names for Secret Santa or experience all year! a gift exchange Showing how much I/we care Block off a day or chunk of time about the recipients through to do shopping (but “prefer to meaningful, “sentimental” gifts avoid all the madness”) Qualitative overview of various steps in the process It’s creating the magic by making a There’s no one way to shop, but connection with the recipient/s — there’s always strategy with one it’s saying “I see you. I know you. common goal … Your happiness is my magic.” What do they need when they’re shopping? Sales, deals and a general Even though we asked them to think beyond price, 33% still went there 33% outcry for lower prices, (affirming it’s always a thing!) Price as well as free shipping Speed and efficiency matter with gifting, and online is popular — you avoid so much hassle. And in stock matters because you don’t want to find the perfect gift and not be Make it easy … able to get it they have magic 23% Online to make! 18% A convenient experience 13% Items in stock People want help finding the right gift — they need They need to actually wake up But also — they want guidance from sales associates and retailers; want to and open more than two describe the recipient (age, gender, personality) and be you to supervise the registers. This is a huge steered in the right direction problem in almost any store. making of the magic. 11% Better customer service They will have thousands of people shopping and virtually Please. 11% Recommendations no staff to deal with the customers. (Millennial) So we know how they want to shop — but what do they want to give? The old adage “it’s the thought” still holds true … Highest goal for all generations is to give 28% something meaningful What does 23% Get them what they “really want” but also something they will meaningful mean? enjoy — this could be what they ask for, what the giver notices From the heart, unique to the they like, or something they consider their favorite individual, an inside joke. Shows you took initiative — an Boomers (16%) are a little less Gen X (45%) and Boomers (45%) are intimacy behind it. likely to care what you want, more likely to talk about family and compared to Gen Z (28%), children/grandchildren as being the focus Millennials (21%) and Gen X (27%) of their philosophy compared to Gen Z (28%) and Millennials (33%) It’s not about the presents.