From Department Stores to Home Ownership: 18 Things Millennials Aren’t Spending Money On

It seems that barely a week goes by that there isn’t a new report detailing an industry that’s getting “killed” by millennials. Over the last few years, it’s become evident that millennial people just don’t buy the same things that our parents’ generation did. A lot of this has to do with finances: Many millennials have a lot of student loan debt, and many also entered the workforce during the recession. All of this adds up to a general desire to buy conscientiously and to save money.

But millennials do have a lot of spending power, which makes them a truly desirable segment of the market, according to Vice President of Marketing for Label Insight, Kira Karapetian. Karapetian tells Brit + Co that millennials spend an estimated $600 billion (!) each year.

Though there are plenty of products that are in decline in large part because millennials don’t like them, the generation has been unfairly scapegoated in the press a few notable times. Last year, Business Insiderran a headline claiming “Millennials aren’t eating cereal because it’s too much work,” and suggested that young shoppers were to blame for a dip in cereal sales. This turned out not to be totally accurate, but we’ll get to that later! The point is: It’s fair to be a little wary of headlines that claim millennials are “killing” a product or an industry. Sometimes, the truth is a bit more complicated.

But, indeed, there are a number of things that older generations enjoyed that millennials either aren’t interested in or just don’t feel they have the money to afford. Here’s a look at 18 things millennials aren’t buying very much of these days.

Designer handbags

According to a 2016 study from The NPD Group, a market research company, and Stylitics, a fashion and tech consumer insights company, while overall handbag sales went up between 2014 and 2016, growth lagged among one very important shopping contingent: millennials. The NPD Group and Stylitics report said that handbag sales were up five percent among baby boomers between 2014 and 2016, but only two percent among millennials in the same time period. Millennial handbag-buyers, it turns out, consider the purchase for a few months before actually buying and aren’t tied to brand loyalty.

The millennial handbag customer “starts with specific product attributes, not a brand, when looking for her next handbag, and invests more time and research in her purchase than brands and retailers realize,” Stylitics CEO and co-founder Rohan Deuskar stated in the 2016 report.

diamonds

CNBC reports that while millennials have not stopped buying diamonds altogether (in fact, millennials bought $26 billion worth of diamonds in 2015), they’re definitely not buying as many diamonds as the previous generation. The diamond industry largely relies on engagement rings for sales, and millennials aren’t getting married as soon or as frequently as baby boomers did. The Financial Times reports that marriage rates in the US are the lowest they’ve been in 100 years, and in general, millennials are waiting longer to get married.

Not only are fewer millennials getting married than baby boomers when they were in the same age range, but millennials who do get engaged often prefer to buy rings that don’t have diamonds, and would rather spend big chunks of money on experiences rather than things, according to CNBC.

anything from department stores, like macy’s

According to USA Today, millennials only like to go shopping in brick and mortar stores if they’re offered an experience that can’t be found online. Department stores like Macy’s and Sears haven’t been making the cut, and, as a result, have been closing in huge numbers. Meanwhile, discount stores like TJMaxx have actually been opening in more locations. NBC reports that discount stores are appealing to millennials who enjoy hunting for a good deal, and, of course, the lower prices are appealing among this group that doesn’t like to waste money. (Photo via Drew Angerer/Getty)

homes

Homeownership isn’t affordable for many millennials. According to a recent report from Bank of America Corp., cited by Investopedia, “The gap in affordability between the overall population and young adults has widened over the years.” As a result, only 38 percent of US millennials are homeowners, and the overall homeownership rate has dropped to below 65 percent — the lowest it’s been in over 50 years.

Overall, millennials are waiting longer to buy homes compared to older generations. Michelle Meyer, an economist at Bank of America Merrill Lynch, told Business Insider in June that, “The delay in homeownership is due to tighter credit standard and lifestyle changes, including delayed marriage and children.”

chain restaurants like applebee’s

Casual dining chain restaurants like Applebee’s and Buffalo Wild Wings are not exactly popular among young adults. In fact, millennials have been accused by Business Insider of “killing” this type of restaurant. This year, Applebee’s made a concerted effort to attract millennials, but it just didn’t pan out, and the company was forced to abandon appealing to this age group altogether, NPR reported in August.

But a lack of interest from millennials has been an issue for casual dining chains for years. In 2014, Red Lobster chains weren’t doing well in sales, forcing the company to sell. In a report about Red Lobster’s decline, USA Today noted that these chain restaurants just aren’t cool enough for millennials. And have we mentioned the prices? Despite being nothing fancy, casual dining restaurants aren’t cheap, and as we now know well: Millennials like to save money.

beer

When it comes to cracking open a cold one, millennials aren’t interested in mass-market American brands. According to a CNBC report, unlike the baby boomer generation, millennials prefer craft beers to big-name brands like Budweiser and Miller-Coors. Not only are millennials more inclined to reach for unique craft beers, but they’re not drinking as much beer as older generations in general. TheDenver Post reported in July that, overall, when millennials are looking to get boozy, they’re turning to hard liquor and wine. Oh, and also, weed: Millennials are smoking quite a bit of weed, as it turns out, which may also be cutting into beer sales.

cereal (for Breakfast)

When a study about breakfast habits came out in this spring, headlines cropped up claiming that millennials were “killing” the cereal industry and that millennials were “too lazy” to eat cereal. Rude!

GQ looked into these claims, and found that many of the millennial-bashing cereal headlines were (you guessed it!) not entirely accurate. Speaking with the company behind the study, Mintel, a market intelligence agency, GQ learned that millennials are still, in fact, buying cereal, just not for breakfast.

Cereal seems to have pivoted to more of a snack food for millennials. At breakfast-time, millennials are eating “convenient, portable food,” Mintel senior food analyst Amanda Topper told GQ.

yogurt

Yogurt sales, especially light yogurt, are in decline. Business Insider reported in 2016 that light yogurt sales dropped eight-and-a-half percent in the year leading up to the report, and millennials were apparently to blame. The reasoning here is that millennials are taking a different approach to “healthy eating” than older generations, opting for organic and high-protein foods, instead of just foods low in calories and fat, according to Business Insider.

life insurance

Millennials are picky about how they spend their money, and one item not making the cut for millennial spending is life insurance. According to a June survey conducted by Princeton and commissioned by insuranceQuotes, 71 percent of millennials say they’re healthy and don’t see the need to buy life insurance. But millennials aren’t the only ones not shelling out for life insurance: 37 percent of Americans overall don’t own a life insurance policy. For millennials, the feeling that they’re healthy and don’t need life insurance is a big factor, as is the fact that millennials would rather spend money on an experience like a vacation, or a new smartphone, according to BenefitsPro.

lottery tickets

Lottery ticket sales have been growing overall, according to Reuters, but millennials are barely buying into the lottery. Lottery ticket sales went up by nine percent in 2015, Reuters reports, but only one-third of millennials had purchased a lottery ticket in the last year. The reason, of course, is that the lottery is basically a huge waste of money, which is something millennials try to avoid.

anything from home improvement stores like home depot

Millennials aren’t buying homes at very high rates, which means they have little need for home improvement supplies. As renters, millennials aren’t in the market for new toilets, sod, and kitchen backsplash tiles, giving them no real reason to spend money at stores like Home Depot and Lowe’s. (Photo via Scott Olsen/Getty)

stocks

According to a July article from Bankrate, millennials are the least likely age demographic to buy stocks. In a survey conducted by Bankrate Money Pulse, only one-third of millennials said they invest in either stocks, mutual funds, or retirement accounts. When asked by Bankrate why they weren’t investing, millennials said they felt that they couldn’t afford to invest. (Photo via Spencer Platt/Getty)

fabric softener

Fabric softener sales are way down these days (26 percent between 2007 and 2015, according to Fox Business), and supposedly millennials are to blame. According to a statement made by Proctor & Gamble’s President of Global Fabric Care Shailesh Jejurikar in a 2016 investor meeting, millennials “don’t know what the product is for or think it is for a specific load,” Fox Business reported.

But Proctor & Gamble’s communication director, Damon Jones, made a broader statement: “While most households do laundry and use detergent for cleaning, only two-thirds use a fabric conditioner.” Sounds like a lot of people aren’t using fabric softener, not just millennials.

Consumerist further noted that some types of athletic clothing, which is a really popular clothing type right now, shouldn’t be washed with fabric softener, a factor which may contribute to its fall from use.

oil

When it comes to millennials and oil, it’s not a lack of consumption that’s the issue so much as a lacking desire to work in the industry. According to a 2016 report from McKinsey&Company, an oil and gas company, 14 percent of millennials surveyed said they would not want to work in the oil and gas industry. Not a terribly huge number, but the 14 percent of millennials who said the oil and gas industry wasn’t for them noted it was largely because oil and gas has a negative reputation. A 2015 Nielsen report found that sustainability is important to millennials, so it makes sense that some of them wouldn’t want to work in oil and gas.

bars of soap

Only 64 percent of Americans use bars of soap these days, according to a 2016 report from Mintel, but squares of soap have a particularly bad reputation among millennials. While 48 percent of Americans feel that bars of soap are unsanitary, the number is even higher for millennials: 60 percent, according to Mintel.

Golf

According to National Golf Association figures cited in the NY Post, there were 24.1 million golfers in the United States last year, a slight drop from 24.7 million golfers the previous two years. Gavin Newsham, an editor for Golf Punk magazine, opined in the Post that “it’s the millennials’ fault” that golf is in decline. Golf is an expensive sport mostly enjoyed by an older set of people, and money-conscious millennials just aren’t interested in picking it up.

CABLE

A lot of millennials have no interest in cable TV packages. According to data from GfK, a market research company, a total of 30 percent of millennials don’t have cable. Citing numbers from Magid Advisors, a business strategy company, USA Today reports that nine percent of millennials with a cable plan cancel their subscriptions. With so many options for streaming TV shows and movies, from Netflix to Amazon Prime, millennials don’t have a need for cable subscriptions to get their entertainment fix, USA Today reports.

motorcyles

It turns out that millennials aren’t as big of fans of motorcycles as their parents’ generation. When Harley Davidson was downgraded from “outperform” to “market performance” for sales expectations this year, millennials were listed as a big reason why. David Beckel, an analyst for AllianceBernstein, the investment company that downgraded Harley Davidson, stated that their data “suggests the younger Gen Y population is adopting motorcycling at a far lower rate than prior generations,” according to CNBC.

What do you think? Tell us on Twitter @BritandCo.

(Photos via Getty + Pixabay)

Everyone's favorite social satire series, The White Lotus, has returned for a new season on HBO. Set in Thailand, Season 3 is taking viewers on another dramatic (and sometimes uncomfortable) journey with a fresh group of affluent travelers.

Well, the cast does have two returning stars: Natasha Rothwell as Belinda Lindsey and Jon Gries as Greg. Then some of the newcomers include Leslie Bibb, Carrie Coon, Michelle Monaghan, Jason Isaacs, Parker Posey, Patrick Schwarzenegger, Sarah Catherine Hook, Sam Nivola, Walton Goggins, Lisa Manobal, and Charlotte Le Bon.

One more star, Aimee Lou Wood, has especially stood out to fans. She plays Chelsea and has delivered a captivating performance thus far as Rick's younger girlfriend. Aside from her intriguing portrayal, many viewers have also been fascinated by her unique look — more specifically, her teeth. Aimee, who is British, has confirmed that her teeth are real, and her unique smile is actually something that's affected her career in Hollywood.

Scroll to see what The White Lotus star, Aimee Lou Wood said about all THOSE teeth comments...

The actress, who's 30 years old, detailed how, when it came to theater auditions, she always felt confident. Yet, she'd be "shocked" to get a call back after auditioning for a TV role.

It wasn't until 2009, when Georgia May Jagger, who also has a distinct smile with a gap, became the face of Rimmel London, that Aimee felt more secure in her look.

"All of a sudden, it went from me being goofy to, 'Oh, you're a bit of a model, aren't you?' So I want to thank Georgia May Jagger for representing the buck teeth," she shared with Stylist back in 2020.

Aimee has maintained her British accent on The White Lotus, which makes sense, given the show's premise is about entitled world travelers who encounter dark circumstances or fates. Interestingly, though, she recently discussed her belief that she wouldn't be able to convincingly portray an American character due to her teeth.

"It's the teeth. Like, no Americans have my teeth. They just don't. I'd have to get veneers. Because... I think that genuinely is like one of the things," she revealed to On Demand Entertainment.

But while many celebs have already gone the veneer route, Aimee is proud that she hasn't. It makes her feel "a bit rebellious." Plus, ever since landing her latest role on the show, she's reportedly received "hundreds of messages" from fans who've appreciated seeing unique smiles like theirs on-screen.

"People going, 'Oh my god, you've got teeth like mine. Now I go to school, and people think I'm cool because I look like Aimee.' Instead of it being 'Bugs Bunny' or whatever," Aimee explained.

So, while she battled insecurities about her teeth during childhood, she's definitely become a representation icon for girls and women everywhere.

To see what happens to Aimee's character next, as well as the rest of the cast, you can catch new episodes of The White Lotus on Sundays at 9:00 p.m. ET/PT on HBO and stream on Max.

Looking for more celebrity & entertainment news? Follow us on Facebook for more!

Every year on March 17, people around the globe celebrate St. Patrick's Day with festive parades, lively music, and, obviously, plenty of green. But beyond the usual partying, this holiday is also steeped in traditions that are believed to bring good fortune.

Whether you want to attract prosperity, ward off bad energy, or simply embrace the spirit of the holiday, here are some St. Patrick's Day traditions that might just bring a little extra luck your way.

Scroll to see the all the lucky St. Patrick's Day traditions that manifest a little extra fortune!

1. Wearing Green (And Pinching Those Who Aren't)

RDNE Stock project

One of the easiest ways to cash in on the luck of St. Patrick's Day is by wearing green. This hue has deep ties to Ireland, which is often called the "Emerald Isle" due to its lush, rolling landscapes. Beyond its natural beauty, green also carries historical significance and symbolizes Irish nationalism and cultural pride.

The best part? There's a mischievous side to this fun and festive tradition. More specifically, those who forget to wear the color might find themselves on the receiving end of a pinch.

This playful custom is more common in the U.S. than in Ireland and stems from the idea that wearing green makes you invisible to leprechauns, who are known for their trickster ways. So, to avoid being "spotted" (or pinched), make sure you add a splash of green to your outfit.

2. Drowning A Shamrock In Whiskey

Jill Wellington

In Ireland, a well-known tradition is "drowning the shamrock," and it's believed to bring good luck. The shamrock has long been linked with Irish heritage and fortune. It's said to have been used by St. Patrick to explain the concept of the Holy Trinity.

So, on March 17, many celebrate by dropping a fresh shamrock into a glass of whiskey, drinking the beverage, and then tossing the shamrock over their left shoulder for good luck.

3. Doing An Irish Jig

Darlene Alderson

Get into the spirit of the holiday by learning an Irish jig! This energetic dance is a staple of Irish celebrations and is often performed in parades or festivals. It features quick footwork, pointed toes, and rhythmic hopping.

The Irish jig has deep roots in Celtic culture, possibly evolving from ancient clan marching tunes or early Celtic circle dances. Traditionally, Celts danced clockwise for joyous occasions and counterclockwise for mourning.

You can take a dance class, join in at a local event, or just work on some jig steps at home!

4. Searching For Four-Leaf Clovers

MH Shan

Hunting for a four-leaf clover is a classic St. Patty's Day pastime, and if you manage to find one, you should consider yourself super lucky.

While shamrocks typically have three leaves, the rare four-leaf clover is actually a genetic mutation, making it a real symbol of good fortune. In fact, experts estimate that only one in every 10,000 clovers has four leaves!

Test your luck this holiday by scanning a patch of clover quickly. Our brains are surprisingly good at spotting irregular patterns.

5. Release The "Devil" From Your Irish Soda Bread

Bijoux and Bits

Did you know that cutting a cross on top of Irish soda bread isn't just for aesthetics? According to Irish folklore, scoring a cross into the dough "lets the devil out" and ensures good luck and protection for your household.

This superstition, rooted in both Christian and pagan beliefs, was thought to ward off evil spirits. It also serves a practical purpose by allowing steam to escape, thus helping the bread bake evenly.

6. Run In A St. Patrick's Day Dash

Brett Sayles

Running a race might not be the first thing that comes to mind for March 17, but it's become a really fun tradition. St. Patrick's Day dashes can range from quick 5Ks to half marathons, with plenty of family-friendly walks for those who prefer a more leisurely pace.

Participants dress up in green, wear shamrocks, and sometimes even race while sporting leprechaun hats! It's a great way to stay active and possibly run your way into some good luck.

7. Chow Down On Corned Beef And Cabbage

Brit + Co

It's just not St. Patrick's Day without a plate of corned beef and cabbage. Even though many associated this dish with Ireland, it actually has Irish-American roots.

When Irish immigrants arrived in the U.S., they found corned beef to be a more affordable alternative to traditional bacon. Paired with cabbage, potatoes, and carrots, it became a comforting and flavorful meal that stuck as a holiday staple.

8. Kiss Someone Who Is Irish

RDNE Stock project

Finally, you've definitely seen the phrase "Kiss me, I'm Irish" on T-shirts before. This fun saying is tied to the tradition of kissing the Blarney Stone in Ireland, an act that's said to bring good luck.

However, not all of us have the ability to visit the Blarney Stone. So, kissing an Irish person is another way to honor the custom in the spirit of good fortune.

Looking for more fun lifestyle tips? Be sure to sign up for our newsletter!

I already knew Freakier Friday would be even crazier than the first movie (because the only thing that would make me panic more than switching bodies with my mom is having it happen twice), but Anna (Lindsay Lohan) and Tess (Jamie Lee Curtis) are in for one wild ride in Freaky Friday 2. Because not only are they experiencing a switch, but Anna's daughter and soon-to-be daughter are caught up in it too. Freaky, indeed.

Here's the hilarious Freakier Friday trailer, starring Lindsay Lohan and Jamie Lee Curtis — and featuring Chappell Roan's "HOTTOGO"!

The 'Freakier Friday' trailer is seeing double.

In the Freakier Friday trailer, we see Anna and Tess get their palms read — and when the palm reader sees their life lines have intersected before, and starts teasing they could be in for another adventure, this mother-daughter duo IMMEDIATELY leaves...and then wakes up the next morning in other bodies.

But while the first Freaky Friday saw Anna and Tess switch bodies with one another, this time Anna finds herself trapped in her own daughter's (Julia Butters) body, while Tess and Anna's soon-to-be stepdaughter (Sophia Hammons) swap as well. Talk about complicated!

I was almost more excited to hear Chappell Roan's "HOTTOGO" than I was about anything else. A perfect song choice if you ask me!

And 'Freakier Friday' sees a lot of familiar faces return.

We also get to see Pink Slip reunite in the Freakier Friday trailer! Screenwriter Jordan Weiss teased the band's reunion in our interview for the 2024 rom-com Sweethearts, telling Brit + Co that "I may or may not have gotten to go to set and been around some pink slip energy."

"It may or may not have excited my inner child beyond belief because I was a super fan. I was 10 years old when the first movie came out," she continued. "So 20 years later to get to work on the sequel as part of that team was a dream and, you know, don't meet your heroes unless your heroes are Lindsay Lohan and Jamie Lee Curtis, In which case they're amazing. Meet your heroes."

We also see a glimpse of Manny Jancinto and Chad Michael Murray's Jake pull up for a "sexy grand entrance" on his motorcycle. We'll have to watch Freakier Friday when it hits theaters on August 8, 2025 to see how these ladies will work it out!

Are you excited for Freakier Friday? Let us know what you're most excited to see in the sequel on TikTok! And read up on how Chad Michael Murray's Freaky Friday Role Almost Went To Jared Padalecki.