The Changing Landscape of Millennial Spending Habits and the Impact on Businesses

Feranmi Olaseinde

Hatched by Feranmi Olaseinde

Dec 28, 2023

3 min read


The Changing Landscape of Millennial Spending Habits and the Impact on Businesses


Millennials, known for their unique preferences and behaviors, are currently experiencing a splurge era. Successful millennials in the US have shown a willingness to spend money on products and services that fall into three categories: quality, beauty, or time-saving. This shift in spending habits has significant implications for businesses trying to cater to this demographic. Additionally, the increased costs of point-of-sale transactions in Lagos State present challenges for businesses and customers alike. In this article, we will explore the common points between these two trends and their natural connection. Furthermore, we will provide actionable advice for businesses to navigate the changing landscape of millennial spending habits.

Millennials' Focus on Quality, Beauty, and Time:

According to David Steckel, Thumbtack's home expert, many millennials prioritize quality, beauty, and time-saving when making purchasing decisions. They are willing to spend money on products and services that align with these values. For instance, millennials are more likely to invest in high-quality clothing, skincare products, and experiences that enhance their well-being. This focus on quality and beauty can be attributed to their desire for authenticity and self-expression. Additionally, millennials value their time and are willing to pay for services that save them time and effort. This shift in mindset has led to the rise of the "do it for me" movement, where hiring help is seen as a cost-effective way to delegate tasks and maximize productivity.

The Impact on Businesses:

The changing spending habits of millennials have significant implications for businesses across various industries. Companies that can align their products and services with the values of quality, beauty, and time-saving are more likely to attract millennial consumers. For example, clothing brands that prioritize sustainable and ethically sourced materials are likely to resonate with this demographic. Similarly, beauty brands that offer clean and cruelty-free products are more likely to capture the attention of millennial consumers. Additionally, businesses that provide convenient and time-saving services, such as on-demand home services and meal delivery, have seen a surge in popularity among millennials.

Challenges in Lagos State:

While millennials in the US are embracing a splurge era, businesses and customers in Lagos State are facing challenges due to increased point-of-sale transaction costs. These challenges come at a time of high inflationary pressures and an economic downturn, making the impact of the revision more significant. The increased costs of transactions pose hurdles for businesses trying to maintain profitability and customers aiming to stretch their budgets. This situation requires businesses to find innovative ways to adapt and thrive despite the financial constraints.

Actionable Advice for Businesses:

  • 1. Understand and Cater to Millennial Values: To tap into the spending power of millennials, businesses need to understand their values and align their offerings accordingly. Conduct market research to gain insights into millennial preferences and invest in products and services that prioritize quality, beauty, and time-saving.
  • 2. Embrace Technology and Convenience: In an era where time-saving is paramount, businesses should embrace technology and convenience to cater to millennial needs. This can include offering online ordering, delivery services, or leveraging automation to streamline processes. By providing convenient solutions, businesses can attract and retain millennial customers.
  • 3. Adapt to Economic Challenges: Businesses in Lagos State, facing increased transaction costs, need to find creative ways to adapt to the economic challenges. This can include exploring alternative payment methods, negotiating with suppliers for better deals, or implementing cost-saving measures internally. By being proactive and adaptable, businesses can mitigate the impact of increased transaction costs.


The changing spending habits of millennials, characterized by their focus on quality, beauty, and time-saving, have reshaped the business landscape. Companies that can align their products and services with these values are more likely to succeed in attracting millennial consumers. However, businesses in Lagos State face additional challenges due to increased point-of-sale transaction costs. By understanding millennial values, embracing technology and convenience, and adapting to economic challenges, businesses can navigate the changing landscape and thrive in an era of millennial splurging.

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