While earlier generations prioritized brand loyalty or pure affordability, 2017 research highlighted that millennials were "thoughtful buyers".

Despite their massive influence, millennials in 2017 faced unique financial headwinds. High student loan debt and lower relative income levels meant many were conservative in their savings, with many holding less than $1,000 in savings accounts. This forced brands to compete on extreme value through digital coupons and loyalty programs to secure allegiance from a generation notorious for its lack of brand loyalty. Conclusion

: Retailers like Walmart and Target remained top destinations by successfully merging physical convenience with digital personalization. Experiences Over Materialism

Millennial Buying | Power 2017

While earlier generations prioritized brand loyalty or pure affordability, 2017 research highlighted that millennials were "thoughtful buyers".

Despite their massive influence, millennials in 2017 faced unique financial headwinds. High student loan debt and lower relative income levels meant many were conservative in their savings, with many holding less than $1,000 in savings accounts. This forced brands to compete on extreme value through digital coupons and loyalty programs to secure allegiance from a generation notorious for its lack of brand loyalty. Conclusion millennial buying power 2017

: Retailers like Walmart and Target remained top destinations by successfully merging physical convenience with digital personalization. Experiences Over Materialism While earlier generations prioritized brand loyalty or pure