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[email protected] Copyright 2016. BRANDS THAT ARE ATTRACTING MILLENNIALS FEWER SHOPPING TRIPS, MORE SPENDING ADVERTISER NEWS Millennials are definitely a prime target for marketers. This Week In Consumer Electronics reports Sears, After all, they account for 24% of the U.S. population (77 which once held about a 40 share of major appliances million people), which is now a larger percentage than sales, has now slipped to third place in majaps, trailing both the historically dominant Baby Boomer generation, and number one Lowe’s and number two Home Depot. Sears command significant long-term spending prowess. When dropped four more share points in just a year falling from looking at Millennial shopping habits, Nielsen says they 23.5 in 2014 to 19.5 last year, losing about a billion dollars are willing to spend on what matters to them, even though in white goods revenue, while sibling Kmart majap sales many are just beginning their professional careers. And their were down 16% despite introducing Kenmore appliances. annual spending adds up. According to the Intelligence As we reported recently, Sears will attempt to get back Group, this generation already spends some lost business with a test of appliance- about $200 billion each year in the U.S. only stores……A Wall Street automotive While they prioritize value like their analyst says the industry has plunged older counterparts, Nielsen tracking finds into a “sedan recession” with cars now that Millennials are more likely to buy representing just 41% of the market through natural and organic products (38% more May, down from 50% for all of 2015.