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96%

of millennial dads said they had done searches related to the items they were hunting for.

Related Data

millennial dads say they consolidate their holiday shopping around Black Friday-to-Cyber Monday weekend.

A little more than half of millennial dads said they visit multiple websites before settling on what to buy and who to buy from.

Millennial dads are nearly 3X more likely than average U.S. shoppers to think gift-wrapping options are very important.

Millennial dads more than 2X more likely to think it’s very important to be able to add a personal note to a gift.

74%

of millennial parents involve their children in household decisions, which is significantly higher than Gen X parents.

75%

of millennial parents say they have continued to pursue their personal passions since having children, which is significantly higher than Gen X parents.