It happens to everyone and the millennials are no exception – they are getting older.  But what’s more important to marketers, these older millennials have become a strong economic force with 95% employment and an average income of nearly $50,000.  They are the most up-to-date generation with the tech gadgets, but when buying cars, they choose used and practical over new and flashy.  They elect to buy a home rather than rent (over half of US home buyers are under the age of 40), and they are committed to practicality and convenience.

So, when purchasing or receiving promotional merchandise, this pragmatic generation is looking for more practical items that work well with their lifestyles.  The branded light-up bouncing balls and refrigerator magnet photo frames of yesteryear have been displaced by glassware, kitchen cutlery and CO2 alarms.  Flashlights have always been popular, but now they are part of a safety kit or given in tandem with a auxiliary light that comes on when the power fails.  Folding camp chairs that can double as sideline soccer game chairs are popular, as is anything that relates to the millennials’ passion for their pets.  Folding bowls that attach to water bottles for a portable hydration station and containers that include plastic bags for clean-up are practical gifts that will be used and appreciated.

Now that millennials outnumber baby boomers, it makes economic sense to track their distinctive likes and dislikes.  And when marketing to this demographic, if you remember to ditch the bobblehead for a more useful gift like a BBQ set or tech organizer case, you’ll make a brand impression that will translate to more loyal customers.