ABSTRACT
When twenty-somethings get married they undergo an enormous upheaval in their style of buying. There is nothing else quite like it in the evolution of shopping. In particular, the young married demographic undergoes a shift in how they shop and why they shop. For demographic targeters there is a fundamental shift required in the perception of this group. Like other shoppers, the young married demographic is concerned with more than just acquiring goods and services when they shop. They are also concerned with fulfilling emotional and psychological needs when they buy things. The married twenty-somethings represent one of the most important demographic groups. They represent a source of demand for products that is unprecedented. Unlike their young, single counterparts, the young married start to get interested in what are usually seen to be mundane or everyday products. One thing the young married are willing to put up with is a little inconvenience in order to save money.
