These findings from NRF are interesting because millennials, in general, are very price-conscious. According to a RetailMeNot survey, millennials have better saving habits than baby boomers. Some 53% of US internet users ages 18 to 34 said they “always” look for sales or promos before buying online. By contrast, 40% of those ages 55 and older agreed.
And “The eMarketer Ecommerce Insights Report,” conducted by Bizrate Insights in March 2018, found 81.7% of US millennial internet users said coupons were important or very important to their digital purchase decisions, vs. 73.0% for total respondents.
But when it comes to millennial parents, seeking a discount may no longer be a top priority.
"Some of what looks like brand loyalty might be better understood as brand inertia, as parents with young kids are too worn out by parenting to have the time and energy to hunt around for different brands," said eMarketer analyst Mark Dolliver. "In the case of retailers, parents with young kids—which is the stage millennials are mostly at—don’t want the hassle of hauling their kids around to different stores and getting them in and out of car seats for the sake of finding bargains at stores they don’t usually patronize."