The Changing Landscape of Consumer Behavior: From Increased Transaction Costs to Millennial Spending Habits

Feranmi Olaseinde

Feranmi Olaseinde

Dec 08, 20233 min read


The Changing Landscape of Consumer Behavior: From Increased Transaction Costs to Millennial Spending Habits


In today's dynamic economic landscape, businesses and consumers face a myriad of challenges that shape their behaviors and decisions. Two significant factors contributing to this changing landscape are the increased PoS transaction costs in Lagos State and the spending habits of the millennial generation. While these may seem like unrelated topics, a closer examination reveals common points and insights that can help businesses thrive amidst these challenges.

The Impact of Increased PoS Transaction Costs:

Lagos, Nigeria's bustling economic hub, has recently witnessed a rise in PoS transaction costs. This development comes at a time when the country is grappling with high inflationary pressures and an economic downturn. Consequently, businesses and customers now face additional challenges in conducting transactions, both online and offline. The increased costs may deter some customers from making purchases or prompt businesses to rethink their pricing strategies.

Understanding Millennial Spending Habits:

One of the driving forces behind consumer behavior is the millennial generation. Successful millennials in the United States, in particular, exhibit distinctive spending habits. They prioritize three categories when it comes to spending: quality, beauty, and time-saving products or services. This mindset is attributed to a shift in values and the recognition of the importance of their time. As a result, millennials are more inclined to hire help for various tasks, as they perceive it to be more cost-effective and time-efficient.

The Convergence of Transaction Costs and Millennial Spending Habits:

Although seemingly unrelated, the increased PoS transaction costs and millennial spending habits converge on the concept of cost-effectiveness. Both businesses and consumers are increasingly seeking ways to optimize their resources and achieve the best value for their money. While the former is driven by external factors such as rising costs, the latter is motivated by a desire to make the most of limited time and financial resources.

Finding Opportunities Amidst Challenges:

Despite the challenges posed by increased transaction costs and evolving consumer behavior, businesses can find opportunities to thrive. By aligning their offerings with the preferences of millennials, companies can tap into this market segment's willingness to spend on quality, beauty, and time-saving products or services. Moreover, businesses can adapt their pricing strategies to accommodate the economic realities faced by customers, thereby minimizing the impact of increased transaction costs.

Actionable Advice:

  • 1. Embrace the "Do It For Me" Movement: Recognize the growing trend among millennials to seek assistance and outsource tasks. Consider how your business can provide services or products that address their desire for convenience and time-saving solutions.
  • 2. Focus on Value and Quality: In a competitive market, businesses must emphasize the value and quality of their offerings. By delivering products or services that meet customer expectations, companies can justify their pricing strategies and overcome the impact of increased transaction costs.
  • 3. Foster Strategic Partnerships: Collaboration with other businesses can yield mutually beneficial results. Seek partnerships that allow for cost-sharing or the development of innovative solutions that address the challenges faced by both businesses and consumers.


The intersection of increased PoS transaction costs and millennial spending habits presents businesses with unique challenges and opportunities. By understanding the underlying motivations behind these phenomena and implementing actionable strategies, companies can adapt to the changing landscape of consumer behavior. Embracing the "do it for me" movement, prioritizing value and quality, and fostering strategic partnerships are key steps towards thriving amidst these challenges. With the right approach, businesses can not only navigate increased transaction costs but also tap into the spending power of the millennial generation.

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