Kramodlog
Naked and living in a barrel
The more they are the same. Big revelation. Turns out kids today aren't different from kids back in the day. Not only that, brace yourself, kids grow up and become people who say "get off my lawn" too.
But like generations before them, millennial parents tend to be more traditional and shop more frugally than their non-parent counterparts. According to the study, before millennials have children they over-index on brands like Abercrombie, H&M, Apple, Macy's and Sephora. After they become parents, those brands not only drop, some of them disappear from their consideration set. Instead, millennials shift to over-indexing against the entire U.S. population on brands like Dollar General,Kohl's, Lowe's, Wal-Mart and Value City. About 44% of millennial parents are "very financially stressed."