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What do millennials spend the most on?

Before digging into the little luxuries of it all, let's see what millennial spending habits look like in general! According to Investopedia, millennials are actually more "value-oriented" when they spend money — likely inspired by the 2008 financial crash and other unprecedented, major societal events. Since values are pretty subjective, that spending can translate in myriad of ways...including "doom spending" — or mindlessly shopping "to self-soothe because they feel pessimistic about the economy and their future" — according to CNBC.

The New York Times reported, "Millennials and Gen Z are more likely than older generations to make spending on a hobby or nonessential purchases a priority." This furthers the fact that instead of always spending towards a goal or an inherent need, millennials are looking for something more with their purchasing power. Opinions on these habits may vary, but one thing remains true: millennials want to use the money they do have to make their lives better.

1. Nonstop flights.

A few millennials agreed that spending the extra money for nonstop flights is very worth not having any kind of layover that could extend already-long travel days.

“Especially if traveling with children,” one person wrote. “Let The Journey end as quickly as possible.”

2. Higher-end appliances.

Higher-end appliances seem popular among this millennial crowd because they have a slimmer chance of going kaput after a few years.

“I don’t want fancy bells and whistles,” one Redditor said. “I want the item to do [its] job and not crap out after 5-6 years.”

“It's the "smart" appliances that crap out quickly,” another person weighed in. “The more unnecessary buttons, the more unnecessary electronics, the more likely there is to be an issue.”

Some responders really love their Bosch appliances, like dishwashers, ovens, and more: “Bosch appliances for life. No frills but will run forever.”

3. Professional movers.

This one is quite self-explanatory: “Just save yourself the time and pain.” Amen!

4. A really great mattress and pillows.

Several millennials noted that you’re likely to pay for back pain and other health issues down the line if you don’t invest in a good sleep set-up now. Many users responded that high-quality mattresses and pillows are their #1 ‘worth-it’ splurge.

“You spend 1/3rd of your life in that bed,” one person posted. “And if it's a shit one, it can and will slowly ruin your back and health.”

5. Skincare.

Many skincare-focused users said that investing in skincare products that have a positive track record on their skin is also well worth it. Several users’ responses kickstarted a conversation about the best skincare ingredients to look into, especially with aging on the brain: SPF, tretinoin, vitamin C, retinol, and even Botox were mentioned.

A few more products were suggested in the thread were:

• Summer Fridays Cloud Dew Gel Cream Moisturizer
• Clinique Moisture Surge Auto-Replenishing Hydrator Moisturizer
• Chemist Confessions The Specialist Blackhead Exfoliation AHA/BHA Treatment Scrub & Mask
• Murad Eczema Control Soothing Oat & Peptide Cleanser

6. Expensive (and sharp) kitchen knives.

A few Redditors said they’ve never once regretted their investment in luxe kitchen knives.

“I have a Victorinox chef’s knife that is my go-to and it was maybe $50 on Amazon. I’ve had it for years,” someone wrote. “Learning to sharpen knives properly is the key.”

“Also, [realizing] you don't need to buy a full knife block,” another person said. “Curating your knives based on the ones you actually [use] in your kitchen.”

7. High-end pots and pans.

Now this is some good advice!

“I find that more money spent on restaurant-quality cookware is worth it because I’m going on 25 years with the same sauce pans, stock pot, and skillets,” one user noted. “Non-stick sucks for everything but eggs and fish, but my cast iron works well enough for that as long as I can pay attention to what I’m doing. Don’t buy sets if you can afford good individual pieces.”

8. Vacations.

Not only is a vacation one of the most popular comfort purchases among this particular group of millennials, making a vacation last at least one day longer seems to be the move, as it allows ample time for rest and recovery. Sometimes you just really need that extra day to get your mindset straight.

“An extra day off after I get home from my vacation,” someone wrote. “For some reason I need to have a vacation from my vacation before I go back to work.”

9. A "bougie" gym

Going to the gym is usually a trying experience — you're exerting yourself physically, so why exert yourself mentally too? Instead of opting for the cheaper gyms that don't have as much to offer, some commenters note that the frills make their workout experience all the more worth it. One commenter straight up answered, “Paying for the bougie gym that’s got a sauna, cold plunge, and a good yoga instructor.”

10. Toilet paper.

It may seem subtle, but paying for higher-quality toilet paper can be a good boost to your everyday routine, according to some Reddit users.

A few commenters also praised the magic of having a bidet: “Best $150 I have ever spent is to [buy a] bidet attachment for my toilet.”

11. Shoes with good support.

“Cheap out on shoes? Pay for foot problems and back problems,” one Redditor wrote. And they’re not wrong!

I grew up with parents that wouldn’t pay for cheap shoes in hopes the more expensive ones would last much longer, and I’m glad I did. It’s a mindset I’ve adopted as I grow further into adulthood, buying shoes that aren’t only made of durable materials, but provide ample support for my arches.

12. “Anything that makes my body hurt less.”

This is pretty self-explanatory, but let's be real: our bodies just hurt as we age. It's an annoying fact of life, but it doesn't have to be a permanent feeling. This commenter likes to buy whatever makes their "body hurt less," and I'd like to think that looks like a lot of things. It could be the comfy shoes we've mentioned, the high-end mattresses, and the likes of all that! It could be an epsom salt that just always relaxes their muscles. It could be really anything, really! But the priority is clear: comfort is seriously key, and spending money on that is certainly not a waste.

13. Sitting closer at concerts.

Standing for hours in the GA section is so exhausting, and I’m tired of pretending it’s not! A few users agreed splurging on the more-expensive sitting arrangements is way better than waking up with foot and back pain. Plus, the view can often be a lot more enjoyable!

“I'm always trying to get to the front for general admission shows, but when seating is involved, I'm committed to paying more to be closer,” one user posted.

14. Non-toxic cleaning products.

One user said non-toxic cleaning products are their go-to comfort purchase worth spending regularly on.

“The toxic overload we experience is causing all kinds of endocrine disorders and cancer,” they wrote. “I make a lot of my own, but if I buy:"

• Thieves Household Cleaner
• Dr. Bronner's Sal Suds Biodegradable Cleaner
• Dr. Bronner's Pure Castile Liquid Soap

15. Coffee, chocolate, and cheese.

Knowing what you like — and what's important to you — can really help when you're prioritizing what to spend on. This millennial commented, “I never cheap out on coffee, chocolate or cheese. I’m not buying luxury items, but I will get the highest grade I can get in my regular grocery stores. The cheapest stuff just isn’t worth it.” Amen!

When's the best time to do holiday shopping?

The best time to do holiday shopping really all depends on your personal shopping goals. Do you want to get a jump on items you know will sell out soon? Do you want to save the most money possible? Do you want to focus on handmade, personalized gifts? These factors will undoubtedly influence your holiday shopping schedule.

Shopping early can be advantageous for all of the aforementioned goals. A lot of retailers start promoting their holiday products early on, giving you ample time to snatch up that limited-time lip kit or fancy water bottle you’ve been eyeing way before the holidays.

Plus, some of the best deals for holiday shopping happen ahead of Black Friday and Cyber Monday – in 2023, Experian observed a surge in early spending in October, thanks to early discounts, a trend likely to continue in 2024.

Finally, shopping early can be especially helpful if your plan is to focus on handmade or personalized gifts, giving the artisan you buy from (or yourself, if you’re DIY-ing your gifts) plenty of time to craft the item with love and care.

Gallup reported in 2023 that one in four shoppers start shopping as early as September, a trend likely to continue in 2024 – so you might already be embarking on your shopping spree!

If right now is just still too darn early for you to start holiday shopping, Black Friday and Cyber Monday are some of the best times to shop since so many retailers offer their largest discounts of the entire year. Plus, the late November-early December timeline can feel a bit more appropriate for the gifting season opposed to late October-early November, when everyone’s still recovering from Halloween.

The only thing to consider during this time is the shipping timelines for the items you purchase – but most retailers will typically advise their specific shipping schedules, so you don’t risk your goodies arriving late.

Where should I shop for gifts?

You have three main options when it comes to where to shop for holiday gifts: online, in-store, and via our amazing gift guides. Of course, each method has its advantages and disadvantages.

Shopping in-store offers a tangible experience: the opportunity to hold specific items in your hands and gauge exactly what they’ll be like when you give them as a gift. The pitfall with shopping in-person is that it typically requires a commute and journeys through potentially very busy malls and shopping strips, which can add to the already-stressful holiday experience.

In-store shopping can be more physically exhausting, but it’s all about preference! Sometimes strolling through the stores that get all dolled up for Christmas is the best part of the season.

Per Google, 65% of those planning to shop for the holidays say they will shop online more. Shopping for gifts online can be super helpful since you can centralize your findings in your browser’s bookmark tab or via virtual cart(s). Plus, shopping online can pose more opportunities for saving some money: lots of retailers typically offer discount codes for online users, especially if you sign up for their digital marketing channels (like email and text) and make a purchase.

Shopping online isn’t just shopping, either. The internet can be a stellar research tool to help you vet whether certain products are worth it, where they can be bought, and when they’ll be available. In fact, Google reported that more than half of U.S. holiday shoppers who went into a store last year say they looked up product reviews online and/or located an item in-store by checking it online.

Last but not least, scrolling gift guides has to be our favorite place to shop for gifts – and not just because we write and publish them.

At their very core, gift guides help streamline the holiday shopping process, alleviating the stress that bubbles up when you’re wondering what the heck to shop for in the first place. Our gift guides are backed by real people, real experiences, and real opinions from our editorial team. We only promote products that we really love and believe in, oftentimes ones we’ve tested and reviewed ourselves.

We have gift guides for just about everyone on your list, with more on the way! Check ‘em out:

• Gifts for Him
• Gifts for Her
• Gifts for Foodies
• DIY + Handmade Gifts
• White Elephant Gifts
• Gift Sets

What are the best kinds of gifts to give?

The best kinds of gifts to give are thoughtful gifts that consider the giftee’s interests, wants, and needs. These gifts can be sentimental, practical, or both simultaneously. What matters most in a gift is that it’ll be meaningful to them past just the holiday season, whether it’s helping them get through daily tasks, reminding them of a memorable trip or event, or giving them small doses of joy.

“Shoppers are increasingly looking for personalized and unique gifts that reflect the recipient's personality and interests,” says Mia Anderson, Owner of ChicSew. “With the rise of online shopping, many consumers are opting for curated gift boxes or experiences that add a special touch.”

Gift boxes, personalized items, books of interest, self-care goodies, and even gift cards can all be thoughtful gifts depending on the recipient. If you have no clue what your giftee is into, it’s not a bad idea to ask them what they want the most!

“My idea of a great gift is something that is in tandem with the recipient's interest and offers something new to the person, be it learning a new skill, enjoying a calming activity, or simply spending quality time with the family,” says Alfred Christ, Sales Manager & Marketer at Robotime. “This season, we encourage shoppers to shift their focus on quality and the memories their gifts will create and not just merely material aspects.”

When is Black Friday?

Black Friday is always the Friday after Thanksgiving. This year, Black Friday lands on November 29.

When is Cyber Monday?

Cyber Monday is typcally the Monday after Thanksgiving. This year, Cyber Monday will land on December 2. Oftentimes, retailers and brands extend their online offers through the week (coined Cyber Week) after the event. Salesforce reported that 67% of shoppers in 2024 plan on shopping during Cyber Week!