Richard Galanti
Analyst · Piper Jaffrey
Yes, I can't tell you how, like the age-group called Millennials today and how they renew and spend versus 5 years ago - whatever they were called, or 10 years ago in Gen Y or Z whatever it was back then. We didn't look at that kind of data back then. We have for the last couple of years, so ask me in three years and I'll have good information for you on that. What we see though, in terms of that age-group now called Millennials, it's not that different relative to the other age-groups today than it was two or three, and four years ago, when they signed up. What we see is - we only have two good data points on the two Living Social things we did about two and a half years ago, and a little over a year ago. We compared them to everybody else that signed up that month by just walking in or going online to sign up. What we found is due to Living Social, and I could be off a few percentage points here, on Living Social, it was about in the mid 40% range of those that signed up on the Living Social promotional effort that were Millennials. And that compared to the walk-ins that was in the mid 30%, maybe 9 or 10 percentage points difference. What we saw in terms of how much they spend over the course of the year, the Living Social - or the Millennials spent a little less each time and actually shopped a little more frequently, which is counterintuitive to me. And in terms of renewal, they renewed about a percentage point or two higher than the walk-ins in that first year that they had to renew. Again, a little counterintuitive to me. Maybe it is not statistically meaningful because again, this is its first year, it's one or two percentage points. But at least it gave me comfort personally, that we're not losing them and they are coming in. What we've also seen, and what we believe, when I look at the curve of who spends the most at Costco, it's the - they start spending - the peak is, if I separate people from 25 to 80 years old in 11 age-groups, the peak is the fifth and sixth age-groups, which are 45-49 and 50-54, and a nice increase going from 35-39 up to 40 and 44 before that. Well, might be that makes sense. Maybe they are getting married, maybe having kids, maybe getting married later having one less kid, who knows. But once they do that, then they start making more money, they spend more. They have more mouths to feed and they are making more so it's again, this is looking at a chart, not doing a lot of statistically significant analysis.