Gen X and Boomers Like Convenience, Customization

These groups are interested in experimenting with shopping online, home delivery.

August 26, 2019

ALEXANDRIA, Va.—Recently, companies have focused efforts on catering to millennials and Gen Z but a new study by Blackhawk Network says there’s also plenty of opportunity to make an impact among other generations, particularly by using online appeal. Grocery Dive reports that the Gen X and baby boomer populations have serious purchasing power, and they’re looking for quality, customization and convenience.

According to Nielsen, baby boomers account for $230 billion in annual spending on consumer packaged goods. Convenience is key for this group–they like online grocery and home delivery services, despite costs being a barrier.

While they may be inclined to shop in physical stores, they’re not afraid to go online and try other platforms. In a survey of more than 10,000 U.S. adults, 46% of Gen Xers and 40% of baby boomers said they shop online at least once monthly. Among them, nearly one in three reported shopping online “all the time,” while 60% of both groups have ordered groceries online with at-home delivery. This is more than Gen Z and millennials.

While many Gen Xers and Baby Boomers care about the in-store environment and are influenced by store circulars, they also tend to be loyal to their favorite brands and stores—meaning once they’re in, they’re in. Relying often on word of mouth, overall experience, customer reviews and their own personal experiences with brands, 50% say they read about a product before purchasing.

As these generations age and shop more online, retailers likely will need to up their focus on brand reputation and ease of use of online retail stores.

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