WHAT MILLENNIAL WOMEN ARE BUYING THIS FALL
American women looking to indulge in seasonal treats, home goods & entertainment
Many of your American millennial aged female consumers are excited about the new autumn season, and rightly so as even though we are in the middle of a pandemic, there is still plenty to look forward to and enjoy. This unique season brings with it beautiful weather, seasonal produce and ingredients, scents and tastes all uniquely owned by fall. In anticipation of winter being especially dreary, consumers tell us that they consider fall as their last bit of outdoor fun before we all tuck indoors for winter.
We asked Green Purse PR’s panel of Millennial women (including many mothers) what they’re looking forward to about fall, as well as what they have been buying, or plan to buy, in order to keep themselves and their families happy, healthy and properly entertained during their continued time at home, due to the pandemic. Listed below are some of what they shared with us.
Pumpkins spice lattes are always a big hit during fall.
How American millennial women plan to soak up the fall season
“We’re trying to be outside as much as we can. You could not pay me to do any indoor activities with my kids right now, so we’re into things like farm visits, pumpkin patches, nature trails. So far we’ve decorated our front door with mums and pumpkins, I’ve bought several art and decorating kits for the kids and I’ve gotten more seasonal decorations to try to make it more special for the kids.”
“My online shopping orders go something like this — chocolate, wine, yoga pants, sports bra, more chocolate and more wine.”
“I love doing bonfires, the smell of BBQ and roasting marshmallows. My husband ordered a new firepit. I’m in the process of researching and buying some stargazing equipment - binoculars and a telescope as fall is really good time to see things in the night sky.”
“I’m still loading up on beverages - everything from tea, coffee, wine and beer to kids’ juice boxes and sparkling waters.”
“You still cannot hardly find any cleaning products in stores, so I’m constantly on a hunt for those and like a squirrel, I’m starting to hunt and gather toiletries, freezer foods and other household supplies so we won’t have to run out to the store as much.”
“I’m pretty exhausted of constantly having to think of new and exciting things to do to school and entertain my children. I’ll probably look into buying some digital subscriptions soon as we’ll be in the house more - things like Disney+ and more online education supplements, like Scholastic.”
“Games and educational toys. I want to make a game area in my house and have them on a shelf so the children can get them easily. So far I’ve got some children’s matching & sorting games, Jenga and Lincoln Logs.
“We normally buy organic food at Whole Foods, but I’ve already stocked up on some junk food as special treats - graham crackers to make smores, candy (Halloween candy, of course) and mixes to make brownies and cupcakes. I love the smell of sweets baking in the oven; we’ll probably bake some treats once a week for the next few months.
“If it smells or tastes like pumpkin spice, I need it. I’ve gotten some pumpkin candles, pumpkin flavored yogurts, pumpkin beer. You name it, I’ve got it.”
“I’ll be loading up on bath supplies - wine, bath bombs, bath salts, and more wine. I plan to be in the tub most evenings.”
“I absolutely love fall! I need to invest in a huge pile of firewood soon because I’ll start making fireplaces every night. My cold weather routine is make a fire, put on a good movie or show and make some yummy food & drinks.”
“We are going to make our house so cozy that we’ll never want to leave. We just had our kitchen and living room completely gutted and renovated this summer. We now have plenty more space for our work and homeschool, and a brand new, bright and cheery place to cook and hang out. Currently, I’m decorating — getting things like art, new couch, cozy blankets, fireplace and mantle decorations.”
“Now that it’s getting cooler, I’m starting to do my at-home workouts indoors, instead of on my patio. I’ve carved out a little workout nook in my living room by a window for my yoga mat and weights.”
“We’ve just bought a new house, so I’ll be buying a bunch of new furniture, rugs and window treatments. I feel like we’re having to buy everything all over again and it’s fun as we’ll soon be in hibernation mode this winter.”
“Because it’s pretty miserable right now, I’m trying to keep myself happy by buying some little treats - rewarding myself with good food (steaks, wine, chocolate, desserts,) skincare (masks, lotions,) lots of books & ordering movies online. I’ve ordered some pretty things for the house (art, candles and I’m getting fresh flowers more often.)
“It’s been a real struggle to keep the house clean these past six months. I’m planning to order a small, cordless vacuum online soon as I’m tired of killing my back with the big vacuum on areas, like the stairs.”
“This is so not environmentally-friendly of me, but I’ve recently bought a bunch of paper plates and cups. I’m so so sick of doing dishes (like 2 or 3 loads per day.) I feel like raking the real dishes into the sink and breaking them all! On days when I just can’t deal with everything, I’m opting for paper plates that we can throw away so I don’t have to do more dishes.”
“Our house loves fall drinks - we are going to make a lot of pumpkin spice coffee drinks & alcohol drinks. The kids love hot chocolate. We’ve got to keep things fun and special to keep happy and motivated.”
“I did buy a bunch more vitamins and supplements a few months ago, but I’ll need to do that again before winter so keep keep the flu and coronavirus away. Lots of vitamin C and immunity boosting products.”
“I’m soaking up the sun as much as possible, while I can. I’ve been going out to restaurants (outside seating,) vineyards, farms - anywhere outside where I can sit and read a book and sip on something delicious. Speaking of books, I’ve definitely been going through some books lately. I follow goodreads.com and buy several each month, more than I’ve ever read in my life.”
“This fall is going to be all about cooking for me. During summer, I got a decent amount of takeout and made summer salads and the like that are light, quick and easy. Now for fall, I want to try doing more baking — making harder recipes that take time and more effort. I’m looking to buy a nice mixer, upgrade my coffee maker and buying some new, pretty dishes.”
“We’ve not had to buy as many clothes for the kids, but I have been buying more pajama sets for them recently. I’ve also bought some new workout clothes and some lingerie.”
How is your brand talking with consumers during the pandemic autumn days?
As we continue to navigate through the COVID-19 pandemic here in the USA, Green Purse PR is committed to helping our research clients stay informed by serving up the most valuable and current consumer insights.
We've got a constant pulse on the changing behaviors of American consumers, particularly, health-conscious women and mothers. We are currently conducting virtual shopper research to better understand how consumers are shopping in categories like: food & beverage, household goods (like cleaning products & personal care,) entertainment, online education and children’s toys.
Submit an information request for answers to your specific questions about your consumers and we can explore conducting custom research for your brand. Learn more and contact us here →→→ www.greenpursepr.com/virtual-shopper-research.
- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR