The purpose of this paper was to investigate the perception of direct marketing tools with members of Generation Y (individuals born between 1980 and 1996) and Generation Z (individuals born between 1997 and 2010), to analyze their characteristics, interests and attitudes and identify similarities and differences. The paper first sets the theoretical framework for promotions and direct marketing as its instrument. Due to the observed great influence of the subculture on consumer behavior, the concept of subculture and the main subcultural categories were defined and clarified, with an emphasis on age groups, ie generations. In primary and secondary research the characteristics of members of the X and Y generation related to the perception of everyday direct marketing tools was analyzed. The primary research included a sample of 200 respondents (122 members of Generation Y and 78 members of Generation Z) whose opinion was examined by a Google forms questionnaire distributed online. The research determined the attitudes of the respondents about the use of direct marketing tools, their consumer habits and attitudes about the protection of personal data distributed online.