Celebrating America's 250th Anniversary | Are Millennials Buying Americana?

Lately I've seen a lot of social media posts, in vendor groups, asking about Americana Sales. Those who cater to younger people have asked, "Do younger buyers not like Americana Home Decor?", whereas those who cater to a more mature crowd find sales are doing great. 

Selling Americana to Millennials

Understanding your buyer demographic is always important when deciding what to carry in your store or booth. Let's face it, not all buyers have the same interests. 

What do Millennial shop for, Americana-wise? 

Remember that Millennials are still setting up house. They are more interested in things that will last a long time, and can build their home staples. Instead of focusing on merchandise that has flags, stars, and 1776, look for red, white, and blue basics that coordinate. 

Consider that pretty daily white plates, with additions of vintage red or blue ironstone (or even something more modern) might be a foundational addition that millennials can splurge on. Red can be used for other big holidays, like Christmas too. 

Napkins from Anthropologie on Pinterest

Consider adding unique napkins that can be used for multiple occasions.  Flags are not necessary. Mix it up, have some fun. Consider what colors fit the theme, don't be so literal. 

How to Display Americana Home Decor Without Getting Too Literal

In the online conversations regarding selling red, white, and blue decor to younger buyers, it was also said that when millennials saw a big 4th of July display, they tended to walk right by the booth.  With that in mind, consider being a little more subtle. 

I absolutely love this simple booth display by Barb Jennings (Pinterest). You clearly understand the theme, but it's not in your face. It showcases vintage home decor, and clothing, while understanding these are staples, meant for the long haul. 

Image by Beau & Ro on Pinterest

This image, by Beau & Ro also caught my attention for its simplicity. Anyone who loves every day vintage could find something they love, regardless of age. At the same time, the booth is clearly selling merchandise that is appropriate for both Memorial Day and the 4th of July. Whether hunting for red, white, and blue holiday decor, or shopping for something pretty that can sit out all year long, this display has it. 

Are Millennials just not Patriotic? What's happened to this generation? 

This was a question I saw A LOT of comments on. To some extent, it infuriates me. It turned political within three comments. Home decor isn't about patriotism. Everyone has different likes and different budgets. Right now the economy is really tough on young families. The price of everything is high. Disposable income is down. 

Millennials, from my experience, and data to support my hypothesis, love getting together. They don't dine out. They have game nights at home, with their friends. They have become more social, not less social, despite, or perhaps because of the influence of social media. As a result, dinner parties are back. Dinner parties and other similar gatherings are what typically make decorating for seasons, or special events happen. 

With minimal disposable income, and heightened social activities, as sellers, it's important to consider that we need to focus on the needs of our consumers. Timeless, multi-occasion mix and match decor will help improve overall sales & profitability. This year, it's important to remember that budget is key. Stock up on things that will look good in your booth all year round. Make smaller seasonal color pops on inexpensive items (like napkins). Honestly, keeping that philosophy in mind will help you reduce your inventory needs as well, saving you from the death piles of years' past. 

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