7-Eleven Targets Millennials With Gifts

The retailer wants to capture Generation Y gift-givers with pop culture, gadgets, games and gift cards.

December 20, 2013

DALLAS – To appeal to Generation Y, or Millennial shoppers (those born between 1980 and 2000), 7-Eleven has stocked gifts heavy on pop culture, pro sports, tech and toys, gadget-y stocking stuffers, video games, DVDs and gift cards.

7-Eleven offers competitive pricing on many of its hottest gift items. Millennials value convenience more than their Baby Boomer parents, according to “Trouble in Aisle 5,” a study of grocery shopping patterns by Jefferies investment bank and AlixPartners business advisory firm. This age group is more willing to shop a variety of retail outlets rather than relying on the traditional supermarkets. That includes convenience stores where a higher number of Gen Y shoppers purchase everyday essentials and fresh foods than boomers.

“Millennials are all about creating their own personal brand by what they buy, wear and collect,” said Nick Triantafellou, 7-Eleven non-foods merchandiser and a part of the Millennial generation himself, in a press release. “We know this age group already shops our stores and is more likely to treat themselves with an impulse buy. They won’t just buy to be buying though. They are looking for something different, something that speaks to them personally and also is high quality.”

Gift cards are still the number one seller at 7-Eleven, with shoppers expected to spend 4% more on gift cards purchased at the chain this year over 2012. 7-Eleven also has last-minute shoppers — and gifts — covered with its pre-wrapped stocking-stuffer gifts. The chain has remote-control toys, too, plus cozy animal hats and prepaid phones.

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