Resilient Millennials: Despite Fears over Ebola, Millennials Plan to Hit the Shopping Malls this Holiday Season

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A recent study by behavioral research firm, Tandem, has found that the fear of Ebola will significantly affect shopping behaviors this Black Friday for the general population. However, Millennials were found to be much more resilient and less reactive than other groups, despite being more afraid of Ebola than other groups.

Millennials’ optimistic nature is highlighted by their resilience to negative issues in the news. Overall, they report feeling less anxiety and fear from negative news compared to their GenX and Baby Boomer counterparts.

However, when it comes to Ebola, things are a bit different. The infectious disease seems to have struck a special cord with this group. More than half (53%) reporting that Ebola is on top of their list of concerns – the highest of any other group.

While their fear of Ebola is prompting them to make changes in their everyday behavior, like dining out, washing their hands, and taking public transportation, it seems Millennials have no intention of reducing their Black Friday and Cyber Monday shopping. This attitude is even more pronounced when comparing their shopping plans online vs brick-and-mortar. Forty-three per cent of Millennials expect to spend more in brick-and-mortar retailers this year when compared to last year – 15% higher than the average American. As the largest consumer cohort in the US making up nearly 25% of the US population, this increase is expected to net traditional offline retailers more than an estimated $12.4 billion during the holiday shopping period says Tandem CEO Isaac Moredock.

The report, 'The Economic of Fear' will be released later this month. The be the first to receive it, sign-up to our newsletter here:

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Scott Miller
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