JOURNAL ARTICLE

Meet the 2025 holiday white whale: the millennial dad spending $500+ per kid.

  • Published In: Fortune.com, 2025. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Goericke, Phillip 3 of 3

Abstract

The article focuses on the evolving role of millennial fathers in holiday shopping, highlighting their significant spending habits and preferences compared to previous generations. A study by NMI reveals that millennial dads are enthusiastic about in-store shopping, often spending over $500 per child, and they value convenience, with 82% willing to pay extra for it. Despite facing challenges during the shopping season, such as stress in finding the right gifts, they show a strong preference for modern retail technologies like contactless payments and AI-driven recommendations. Retailers are encouraged to adapt to these preferences to capture the loyalty of this high-spending demographic. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2025/12, pN.PAG
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2025
  • Accession Number:190225324
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