This holiday shopping season is primed to be unlike any other before. With in-store restrictions and brick and mortar stores increasingly shifting online, ecommerce will have a record-breaking year. Already, big-box stores like Walmart and Target have announced that their physical stores will be closed on Thanksgiving Day. But what does that mean for your brand? For one, new generations of shoppers will be looking online for their holiday gifting and deals—and your marketing strategy needs to reflect that. Baby boomers, Gen X, Millennials, Gen Z—do you know what they want? Join us for a webinar examining each generation of shoppers, what their recent consumer behavior suggests, and how to gain their trust. You’ll learn marketing strategies you can use to successfully engage each age group during the holiday season and long after.

1. How to Market
to Different
Generations of
Holiday Shoppers

2. Hello! I’m
presenting
© 2020 Klaviyo
Joseph McCarthy
Klaviyo
Director of Performance
Marketing

3. © 2020 Klaviyo
What is Klaviyo?
500 Employees Globally / 50,000 Customers / 82 Countries
Email
SMS
Segmentation
Onsite forms
Analytics

4. © 2020 Klaviyo
What is Klaviyo?
Only marketing platform that helps ecommerce businesses
on day 1 and scales as they grow

5. © 2020 Klaviyo
Housekeeping
Webinar recording
available
Additional content
available at klaviyo.com
Email
webinar-questions@klaviyo.com

6. Agenda
© 2020 Klaviyo
1. 2020 BFCM landscape
2. Consumer survey overview
3. Understanding shopping preferences by generation
4. Q&A

7. © 2020 Klaviyo
1
2020 BFCM
landscape

8. © 2020 Klaviyo
2020 will be the biggest year ever for ecommerce sales

9. © 2020 Klaviyo
$1,100,000,000,000
A drastic difference from the
$691.4 billion pre-pandemic projection.
This year, ecommerce sales could hit:

10. © 2020 Klaviyo
$51,100,000,000
Historically, Cyber Weekend has accounted for 4.72% of
ecommerce sales according to Adobe. Cyber Weekend 2020
could be bigger than Cyber Weekend 2021.
This year, Cyber Weekend sales could hit:

11. © 2020 Klaviyo
Klaviyo research shows that 90% of consumers are now
shopping online, which is up from 70%
at the start of the pandemic.
More people are shopping online
90%

12. © 2020 Klaviyo
COVID19 has influenced each generation’s shopping habits

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Do you know who you’re marketing to?

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2
Consumer
Survey Overview

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993
Consumers responded to our survey across all age groups

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10
Digital ecommerce agencies shared expert insights

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3
Understanding
Shopping
Preferences by
Generation

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4 Generations of Shoppers
Gen-Z Millennials
Gen-X Baby Boomers

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Where they’ll shop:
Reluctantly online
What they’ll buy:
Apparel
Food & Beverages
Toys & Hobbies
When they’ll shop:
December
Holiday shopping plans
Baby Boomer
Born
19471965
Age Range
5573 years old

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Key takeaways
Baby Boomer
Born
19471965
Age Range
5573 years old
1. They would rather shop in store
2. Only 30% are working full time
3. Price is not the biggest factor in a purchase decision
4. Payment security
5. Trustworthy and credible brands only

21. © 2020 Klaviyo
Shopping preferences
Baby Boomer
Born
19471965
Age Range
5573 years old
9%
If COVID19 wasn’t a concern and things were back to normal,
only 9% of Baby Boomers would want to do the majority of their
shopping online.

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Discovery of new brands
Baby Boomer
Born
19471965
Age Range
5573 years old
Google Family and friends

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Finding deals
Baby Boomer
Born
19471965
Age Range
5573 years old
Google
Family and friends
Email

24. © 2020 Klaviyo
“Baby Boomers are more skeptical of advertising.
The concept of retargeting and ads "following
you around" is typically a bit unsettling. That
doesn't mean social advertising and other forms
of retargeting are not effective, but it will be more
common that a Baby Boomer is engaged with a
brand via email. Email is typically a very impactful
channel for Baby Boomers.”
Ben Zettler, Ben Zettler Digital Media

25. © 2020 Klaviyo
Top motivators and detractors
Baby Boomer
Born
19471965
Age Range
5573 years old
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Satisfactory shipping options
4. Clear returns and exchange policy
Top purchase detractors:
1. “Limited payment options”
2. “If I thought the payment wasn’t secure”
3. “Possible fraud”
4. “Data Hackers”

26. © 2020 Klaviyo
Recommendations
Baby Boomer
Born
19471965
Age Range
5573 years old
1. Gain trust by featuring customer reviews from recognizable,
independent platforms in your emails
2. Highlight payment security wherever you can—include logos
from verified partners on checkout page
3. Clearly communicate and reinforce your shipping & returns
policy on your website and across email
4. Try “refer a friend” incentives to grow your customer base

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“Brands need to consider long-form messaging
for the Baby Boomer audience. They appreciate
detailed information covering all aspects of their
purchase.”
Nadine Iacocca, Chief Strategy & Growth Officer

31. © 2020 Klaviyo
Where they’ll shop:
Online, Amazon
What they’ll buy:
Electronics
Apparel & Accessories
Toys & Hobbies
When they’ll shop:
Over Cyber Weekend
Holiday shopping plans
Gen-X
Born
19661981
Age Range
3954 years old

32. © 2020 Klaviyo
Key takeaways
1. Price is very important
2. Financial obligations and dependents
3. 63% in full-time employment
4. Looking for deals
5. Sensitive to shipping costs
Gen-X
Born
19661981
Age Range
3954 years old

33. © 2020 Klaviyo
Shopping preferences
59%
Percentage that did holiday shopping online last year
75%
Percentage that plan to do holiday shopping online this year
Gen-X
Born
19661981
Age Range
3954 years old

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Discovery of new brands
Gen-X
Born
19661981
Age Range
3954 years old
Google Amazon

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Finding deals
Gen-X
Born
19661981
Age Range
3954 years old
Google Social Advertising
Email

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Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Satisfactory shipping options
Top purchase detractors:
1. “If it was cheaper elsewhere”
2. “If it was cheaper on Amazon”
3. “If shipping was expensive”
Gen-X
Born
19661981
Age Range
3954 years old

37. © 2020 Klaviyo
Recommendations
1. Heavily promote discounts over email leading up to BFCM
2. Add a discount incentive to your email signup form
3. Offer different shipping options at different price
points—standard vs. express
4. If you’re on Amazon, limit number of products listed and offer
rest of items exclusively on your site
5. Validate your brand and products with customer reviews
Gen-X
Born
19661981
Age Range
3954 years old

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Reducing Amazon
dependency through
owned marketing
Watch the episode:
https://www.klaviyo.com/readysetgrow

41. © 2020 Klaviyo
Where they’ll shop:
Online
What they’ll buy:
Apparel & Accessories
Electronics
When they’ll shop:
Before Black Friday
Holiday shopping plans
Millennials
Born
19821999
Age Range
2138 years old

42. © 2020 Klaviyo
Key takeaways
1. Price is important but not the most important factor
2. Financially independent
3. 63% in full-time employment
4. Earning $5075K a year
5. Ethical standards and social responsibility are key
Millennials
Born
19821999
Age Range
2138 years old

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Shopping preferences
57%
Plan to have done all their holiday shopping before Black Friday
79%
Plan do there holiday shopping online this year
Millennials
Born
19821999
Age Range
2138 years old

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Discovery of new brands
Millennials
Born
19821999
Age Range
2138 years old
91%
Said they’re interested in discovering new brands this holiday
season
Google Social Advertising

45. © 2020 Klaviyo
Finding deals
Millennials
Born
19821999
Age Range
2138 years old
Google Social Advertising
Organic Social Media Email

46. © 2020 Klaviyo
Shopping preferences
73%
Said discounts were important
26%
Said ethical brand values or a brand's community contribution
influenced their decision to purchase from a brand
Millennials
Born
19821999
Age Range
2138 years old

47. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Clear returns and exchange policy
4. Satisfactory shipping options
5. Discount or free gift with purchase
Top purchase detractors:
1. “If they weren’t environmentally friendly”
2. “The brand’s social responsibility”
3. “Ethical values”
Millennials
Born
19821999
Age Range
2138 years old

48. © 2020 Klaviyo
“Though Millennials tend to be high spenders,
they love a good discount and perks. Make it
worth their while.”
Hannah Liszewski, Creative Brand Manager

49. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Clear returns and exchange policy
4. Satisfactory shipping options
5. Discount or free gift with purchase
Top purchase detractors:
1. “If they weren’t environmentally friendly”
2. “The brand’s social responsibility”
3. “Ethical values”
Millennials
Born
19821999
Age Range
2138 years old

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Where they’ll shop:
Online
What they’ll buy:
Apparel & Accessories
Electronics
Beauty & Cosmetics
When they’ll shop:
Black Friday
Holiday shopping plans
Gen-Z
Born
20002020
Age Range
020 years old

54. © 2020 Klaviyo
Key takeaways
1. Sensitive to Price
2. Income is on average less than $25K a year
3. 42% have part-time jobs or are students
4. Like to shop around
5. Social is a key channel
Gen-Z
Born
20002020
Age Range
020 years old

55. © 2020 Klaviyo
Shopping preferences
75%
Said they’ll do their holiday shopping online this year
23%
Plan to do their holiday shopping on Black Friday
39%
Plan to do their holiday shopping over Cyber Weekend
Gen-Z
Born
20002020
Age Range
020 years old

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Discovery of new brands
Gen-Z
Born
20002020
Age Range
020 years old
Google Social Advertising
89%
Said they’re interested in discovering new brands this holiday
season

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Finding deals
Gen-Z
Born
20002020
Age Range
020 years old
Google Social Advertising
Organic Social

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Results
97%
Said discounts were important
32%
Said discounts were “Extremely important”
Gen-Z
Born
20002020
Age Range
020 years old

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Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Discounts or free gift with purchase
4. Payment options
Top purchase detractors:
1. “If I could find it cheaper elsewhere”
2. “Not supporting current trends like BLM”
3. “Unethical practices”
Gen-Z
Born
20002020
Age Range
020 years old

60. © 2020 Klaviyo
“Highly produced content has become less
effective in garnering any real conversation or
value from Gen-Z. As digital natives, they are all
about natural and honest content that speaks to
their values. Traditional marketing avenues and
content are seen as ‘out-of-touch.’”
Robert Pearson, CMO

61. © 2020 Klaviyo
Recommendations
1. Optimize email automations for instant purchases, like
abandoned carts & browse abandonments.
2. Use your first-party data to advertise to engagers and
customer lookalikes on Facebook & Instagram.
3. Promote discounts on social ads and email—and do so in time
for Black Friday
4. Promote your brand values—feature in your social posts
5. Offer flexible payment options
Gen-Z
Born
20002020
Age Range
020 years old

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“The use of social, email, and SMS have been the
biggest drivers of brand awareness with the
Gen-Z demographic. One of our clients in the
wellness space has seen videos go viral on
TikTok, due to creative user generated content.”
John Surdakowski, Founder

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1. Capture age and preferences on your website signup forms—add
a birthday field
2. Segment using this data to create more generationally relevant
marketing experiences
3. Always be learning about your customers—surveys and quizzes
work great
4. Practice empathy—audit your email, mobile, and web experiences
from the customer’s perspective
5. This is not the end-all-be-all—use the trends that make sense for
your brand
Takeaways

67. © 2020 Klaviyo
“Remember that they are not a single box to be
ticked. Be as personalized as possible. People are
more complex than that. Core marketing
principles remain the same, despite new
technology and platforms.”
Louis Thompson, Marketing Director

68. © 2020 Klaviyo
Own your Growth
Own Your Growth

69. © 2020 Klaviyo
● Pre-built
integrations
● CRM
● Activity history
● Segmentation
● Content designer
● Workflows and
automations
● Deliverability
● Revenue attribution
● Predictive analytics
We built the first marketing platform with customer data baked in

70. © 2020 Klaviyo
Use API endpoints from all
customer touchpoints to
request data.
Use Klaviyo’s Event, Custom
Property, and Javascript API
to pass this information
to Klaviyo.
With Klaviyo, you can leverage data from all of your channels
to build relationships

71. Customers made $10.2 billion in revenue last year.
Join the movement at klaviyo.com

72. © 2020 Klaviyo
Questions?

73. Klaviyo.com / @klaviyo
© 2020 Klaviyo

74. Gen-Z results

75. © 2020 Klaviyo
Results
Gen-Z
Born
20002020
Age Range
020 years old