Should department stores talk less about Millennials and more about ‘heavy spenders’?

There’s more than one way to slice the demographics when it comes to identifying who is spending the most in department stores, according to a new study. Instead of focusing on Millennials as a sought-after demographic, the study by Viant, a subsidiary of Time, Inc., defines the most important department store shoppers as “heavy spenders” and explores the characteristics of this group.