Young Professionals Move over, Gap. Millennials are having babies and probably shopping here. (Juice File Photo)

Move over, Gap. Millennials are having babies and probably shopping here. (Juice File Photo)

Parenthood means less Sephora, more Walmart for millennials

Published on October 16th, 2013 | by Josh Hafner

A new study finds millennials shifting their shopping patterns toward less-than-trendy brands like Wal-Mart or Lowe’s as more and more in the generation become parents, the Kansas City Star reports.

Barklety, a Kansas City-based marketing and ad agency, published “Marketing to Millennials” to help companies in reaching a generation often perceived as brand-focused, trend-driven consumers.

Roughly 40 percent of the United States’ 78 million millennials are already parents, the article states. With 9,000 millennial women giving birth daily, Barkley estimates that 80 percent of millennials will be parents within the next decade.

What’s that mean for companies? The agency polled 1,000 millennial parents and found only about 7 percent valued trendy brands and technology enough to fall in an “image first” category.

The research metadata showed that Wal-Mart is the practical, go-to shopping choice for millennial parents. It also showed that parenthood changes many brand preferences. Nike remains the top favorite brand, pre- and post-parenthood, but other prekid favorites — such as Sony, Gap, Apple and Levi’s — sink in preference in favor of Target, Old Navy and, logically, Carter’s.

Are you a millennial parent in the Des Moines area? Do you spend your money differently than your non-parenting peers? Tell me your thoughts below or at

Read more about Barkley’s research on millennials and marketing.

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About the Author

covers young professionals for The Des Moines Register. Josh can be reached at or on Twitter via @joshhafner.

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