According to product discover platform Influenster, brands Nike (NYSE:NKE), Apple (NASDAQ:AAPL) and Victoria's Secret topped female millennial gift lists for 2015.
And when it comes to what products to choose, reviews and word-of-mouth matter the most to this demographic, influencing them 84 percent of the time, said Aydin Acar, co-founder and CEO of Influenster.
Other factors in buying decisions include social media, at 75 percent; brand websites, at 41 percent; magazines, at 39 percent; television, at 36 percent; catalogues, at 21 percent; news websites, at 16 percent; and newspapers, at 12 percent.
Acar also said this demographic is more open to gifts such as cash and gift cards. "That comes from millennials loving to personalize things. They have their own style and they know themselves better, so they'd rather go and buy for themselves," he told AdWeek.
Of those surveyed, 74 percent would like to receive a physical gift this holiday season, 55 percent want an experiential gift and 46 percent want a do-it-yourself gift.
At the top of the gift list, 84 percent of millennial women specifically would like a beauty product, followed by clothing and shoes at 82 percent, a gift card at 74 percent and money at 70 percent.
Thus far, millennials have been out shopping in full force this holiday seaon, with 60 percent of the demographic visiting stores on Thanksgiving Day.
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