5 Tips for Marketing and Selling to Baby Boomers - Vend Retail Blog (2022)

5 Tips for Marketing and Selling to Baby Boomers - Vend Retail Blog (1)

This is a post byAbby Heugel and Francesca Nicasio.

Shopping is something that everyone does in one form or another, but not everyone shops in the same way. While a lot of the attention goes towards Millennials — people born between 1981 and 1996 — retailers shouldn’t underestimate the buying power of Baby Boomers.

Who are the Baby Boomers?

Baby Boomers are now between the ages of 52 and 71, and there are an estimated 75.4 million of them in the U.S. alone. Boomers are healthier than ever, and thanks to medical advances, they aren’t slowing down any time soon. Spending by people 50 years and older is expected to increase by 58 percent to $4.74 trillion over the next 20 years, while spending by Americans aged 25-49 will grow by only 24 percent.

It’s safe to say they wield a lot of spending power, and they’re a shopping segment that retailers shouldn’t ignore. Yet less than five percent of advertising is geared towards them. That means retailers have the opportunity to cash in on the fact that those shoppers are out there — and they’re looking to spend. All it takes is focusing in on how to best reach this audience, and it’s easier than you might think.

Know how they spend their time

Baby Boomers are such a large demographic that they can actually be split up into two different groups — leading boomers (born between 1946 and 1955) and trailing boomers (born between 1956 and 1964).

The latter is often still in the workforce and might still have kids at home, which means they tend to spend their money on groceries, household furnishings, personal care, and limited entertainment. They could be pinching their pennies a little bit more than the former, which are retired and often have more expendable income. In fact, 70 percent of the disposable income in the U.S. is controlled by Baby Boomers, and they’re set to inherit $15 trillion in the next 20 years.

Marketing towards the leading Boomers should center on hobbies, lifetime-moment purchases such as artwork, special jewelry, and even 30th, 40th, and 50th anniversary gifts. They also spend a lot of time — and money — on their pets, so catering to their animal instinct can be a profitable niche.

Here’s a good example of brand effectively targeting leading Boomers. Toyota’s 2011 Venza “Keep on Rolling” commercial featured a Baby Boomer couple on a biking trip with their friends. Meanwhile, their adult daughter is back home worrying about how her parents are not being active enough on Facebook.

(Video) Marketing to Baby Boomers... Your Business Depends On It!


The AARP described the ad’s Boomer appeal perfectly. As they wrote on their blog:

The connotation of “keeping on rolling” through a new stage of life paired with the active lifestyle depicted in the commercial matches well with Boomer’s perspective that their age enables a more rich and full life. The commercial also lightly pokes fun at the Millennial generation’s more technology-enabled relationships by highlighting the liveliness of in-person relationships compared to their kid’s alone time in front of her laptop.

Focus on personal engagement

When Baby Boomers set out to make a purchase, around 84 percent of them report that they prefer to shop in-store, and 67 percent report that if an item they want is available online or in a nearby store, they prefer to purchase it at their local retailer rather than order online. This is directly tied to satisfactory customer service.

When LoyaltyOne asked survey respondents whether they were “very or somewhat unlikely”to shop at a current retailer again following specific circumstances, the results were very telling. If they felt the sales associates did not appreciate their business, 54 percent of Boomers were “very or somewhat unlikely” to return; only 33 percent of Millennials answered that way.

While the younger generation might be in a rush, Boomers are often retired and have more time to spend in the store. They’re comfortable interacting with people to get the information they need, so having a knowledgeable sales staff on the floor that can offer advice, guidance, and the time to make a personal connection is especially appealing to this generation.

It can be as simple as asking their name — or remembering their name the next time that they come in — that can guarantee you have a customer for life, and they won’t mind paying more if you meet or exceed their high expectations.

Baby Boomers like to get social

There are a lot of jokes out there about how senior citizens are clumsy with technology, and while they might not be posting selfies and pictures of their smoothie bowls, they’re smarter than people think.

T-Mobile recognizes this. Last year, the company’s CEO, John Legere ‏called out the condescending treatment that other carriers extend to Baby Boomers and beyond. “This generation deserves a little respect! I mean, they invented the whole damn wireless industry to begin with!”

Check out his rant below:

So starting Aug. 9 anyone 55+ can grab 2 #TMobileONE lines for only $60. #Unlimited55 pic.twitter.com/B5w01tuAhg

(Video) 10 Steps To Hire Better Salespeople

— John Legere (@JohnLegere) August 7, 2017

Legere’s rant on Twitter may be part of a marketing campaign, but that doesn’t make what he said less true. About 82 percent of Boomers belong to at least one social media site, with Facebook being their most popular site of choice — and where you should focus your marketing efforts when trying to reach this group. Unlike the younger generation that favors Instagram and Twitter, those continuous streams of information are less popular with Boomer shoppers.

But they do spend 27 hours per week online, and on average, people ages 50 and older spend $7 billion per year online. More than half of Boomers who use social networking sites visit a company website or continue their research on a search engine as a result of seeing something on social media. This means having a strong online presence is necessary to encourage their in-store shopping.

Tha AARP, a brand that obviously understands Boomers well, posts on Facebook several times a day, and highlights issues that their cares about.

5 Tips for Marketing and Selling to Baby Boomers - Vend Retail Blog (2)

Keep it simple, but memorable

Baby Boomers have been around the block a few times, and setting an immersive experience, and environment are all very important to them. If the store was too messy or disorganized, 50 percent of Boomers said they were unlikely to shop there again, and if making a return was too much hassle, 54 percent said would be unlikely to return.

While they’re healthier and more active than generations before them, their eyesight is often not what it used to be. As a retailer, stay mindful of the size and color of fonts used in marketing. They also like things simple, so using trendy acronyms like “24/7” or “YOLO” will most likely be lost on them.

When it comes to your online presence, make sure your website is neat and uncluttered with high-quality content that will keep them coming back for more. If you’re an e-commerce site, make sure you clearly state your return policy and offer a one-page checkout, as too many steps could potentially annoy and turn off your older customers.

Boomers like to be rewarded

While younger generations might shop as a hobby, only 27 percent of Baby Boomers agreed with the statement: “I think shopping is a great way to relax.” This means retailers should reward them for their efforts and show that you appreciate them, and an easy-to-understand loyalty program — both online and in-store — is one way to win their business.

When it comes to Boomers, around 26 percent are active in all of the programs in which they are members, as opposed to only 19 percent of Millennials. They also place a high value on program simplicity, with 78 percent saying they will continue to participate in a program because it’s easy to understand.

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Here’s a tip: if your business is primarily targeting Boomers, opt for a straightforward loyalty program that doesn’t involve tiers or various hoops to jump through.

Christmas Elves, a retailer that sells holiday-themed merchandise, for example, runs a loyalty program that lets customers earn dollars for their purchases.

“You just get loyalty dollars for the purchases you make. I don’t want to give you points, I don’t want to confuse you,” shares Jason McIntyre, owner of Christmas Elves.According to him, their customers (which aren’t mainly Boomers) love the simplicity of the program.

5 Tips for Marketing and Selling to Baby Boomers - Vend Retail Blog (3)

“When we ring up a sale and the customer is in our system, we say ‘Oh okay, you have $23 in loyalty. Do you want to use it now or later?’ That information obviously makes our customers feel good. Most of them of them use it straightaway, while some like to collect loyalty for bigger purchases. But the fact that it’s so easy with Vend is such a blessing.”

Another thing that Boomers understand is email, with 96 percent of the Boomer population using email regularly, and 92 percent known to click-through and explore the products being advertised. This makes it a great way to leverage your brand and push your loyalty program; just be sure to have a clear message and call to action.

More than any other generation, Baby Boomers like to feel exclusive and show off what they’ve earned. By giving so them an opportunity to earn your loyalty points, you — in turn — earn their loyal and repeat business.

So while it’s important to address the full spectrum of customer needs no matter which generation they come from, make sure you remember the Boomers — and make sure they remember you.

And while all these tips are geared towards an aging generation, not enough can be said about providing exceptional customer service to all your guests — no matter what age they may be.

Further Reading


If you enjoyed this post, be sure to check out Vend’s guide to increasing sales. This handy resource offers 10 proven tactics for boosting retail sales and improving your bottom line.

Specifically, you will:

  • Discover how to turn savvy shoppers into loyal customers
  • Learn how to add real and perceived value to each sale
  • Discover the most effective ways to set yourself apart from your competitors
    Learn More
(Video) How To Finish A Retail Sale

Your turn

How do you engage Baby Boomers in your store? Let us know by tweeting at us or drop us a line on Facebook!

5 Tips for Marketing and Selling to Baby Boomers - Vend Retail Blog (5)

About Francesca Nicasio

Francesca Nicasio is Vend's Retail Expert and Content Strategist. She writes about trends, tips, and other cool things that enable retailers to increase sales, serve customers better, and be more awesome overall. She's also the author of Retail Survival of the Fittest, a free eBook to help retailers future-proof their stores. Connect with her on LinkedIn, Twitter, or Google+.

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FAQs

Why are baby boomers such an important market segment for retailers? ›

Baby Boomers hold significant buying power, a large share of the population, and spending habits that are increasingly online. Their willingness to spend and stay loyal to proven brands make them a great target market for businesses.

Why are baby boomers attractive to marketers? ›

Baby Boomers have the most disposable income.

Possessing more than half of all U.S. household wealth, Baby Boomers have a lot of disposable income. They are also spending more than other generations. Marketers are taking notice, with digital ad spend targeted at Boomers increasing 25% year over year.

What is the meaning of baby boomers in marketing? ›

Marketers will usually be looking to reach one of the following generations to promote their product or service: Baby boomers – born between 1946-1964. Generation X – born between 1965-1980. Millennials – born between 1981-2000.

What products do boomers want? ›

Here are a few reasons why these seven categories are most popular among baby boomers:
  • Wine. Baby boomers are very social and often consume wine in social gatherings or small events. ...
  • Books. ...
  • Healthcare products. ...
  • Skincare. ...
  • Household goods. ...
  • Appliances. ...
  • Cosmetics.
28 Dec 2020

What do baby boomers want? ›

Baby boomers want health and longevity, but they also want to have the dollars to support themselves. They wonder if their lifespan will match their health span, and their wealth span.

Where do baby boomers shop the most? ›

The study finds the baby boomer demographic is far more likely to shop at popular brand stores like True Value Hardware and CVS. Furthermore, in retail clothing, boomers are significantly more likely to shop at Talbots, Lands' End, and J.

What are characteristics of baby boomers? ›

Baby Boomer Characteristics
  • Baby boomers value relationships. As they grew up, there was a growing belief in the value of spending time with family and friends. ...
  • Baby boomers are goal centric. ...
  • Baby boomers are self-assured. ...
  • Baby boomers are resourceful.
25 Nov 2020

Who are baby boomers and why are they important? ›

"Baby boomer" refers to a member of the demographically large generation born between the end of WWII and the mid-1960s. Because of their high numbers and the relative prosperity of the U.S. economy during their careers, the baby boomers are an economically influential generation.

What social media do baby boomers use? ›

This statistic presents a ranking of the most popular social networks of Baby Boomer and Senior internet users as of the third quarter of 2020.
...
Characteristic56+ yearsTotal online users (15+)
YouTube67%72%
Facebook78%71%
Instagram32%51%
Twitter26%40%
7 more rows
4 Apr 2022

How do baby boomers communicate? ›

(1) Face to Face.
  1. Look us in the eye and maintain eye contact. ...
  2. Learn to shake hands like an adult. ...
  3. Employ honorifics (“Chief,” “Colonel,” “Ma'am”) upon first meeting. ...
  4. Initially, address a Boomer in a business setting by her first name at your own risk. ...
  5. Learn to speak up. ...
  6. Banish verbal irritants from your vocabulary:
9 May 2018

What do baby boomers do online? ›

Baby Boomers are mainly using the internet for two things: spending time socialising with family and friends and spending time researching and purchasing products.

What is the impact of the baby boomer generation today? ›

As they moved from infancy into adulthood, Boomers in sequence strained the capacity of public education, postsecondary education, the labor market, and the housing market. Today, they are the largest cohort in the labor force. As Boomers exit the workforce, they will strain the Social Security system.

What did baby boomers contribute to society? ›

The sheer size of the baby-boom generation (some 75 million) magnified its impact on society: the growth of families led to a migration from cities to suburbs in the postwar years, prompting a building boom in housing, schools, and shopping malls.

What do you think are the important contributions of the baby boomers that led to the technology we are currently using today? ›

The expansion of radio, television, mobile phones, personal computers, and the Internet all have been pioneered by Boomers; however, the relationship between technology and Boomers is vastly different in comparison to other generations (Keenan, 2009).

What do baby boomers value in the workplace? ›

Baby boomers

Born after World War II, through 1964, baby boomers have long been known for their strong work ethic and goal-centric tendencies. They tend to be hardworking and value face-to-face interaction. They didn't grow up using computers, although they will use technology for job-related functions.

How much money do baby boomers spend? ›

Not only are Baby Boomers the wealthiest generation, holding 70% of the disposable income in the U.S. and spending over $548 billion a year, but they also they spend more than any other generation, across all categories.

What do baby boomers like to eat? ›

Boomer Favorite Foods
  • Seafood/Fish - 63%
  • Chinese - 60%
  • Sandwiches (other than burgers) - 60%
  • Mexican - 58%
  • Barbecue - 57%
  • Salads - 56%
  • Beef dishes - 55%
  • Breakfast foods - 55%

What are late baby boomers called? ›

The other half of the generation, usually called "Generation Jones", but sometimes also called names like the "late boomers" or "trailing-edge baby boomers", was born between 1956 and 1964, and came of age after Vietnam and the Watergate scandal. This second cohort includes about 37,818,000 people.

Why are baby boomers called baby boomers? ›

What Is the Definition of Baby Boomers? Baby boomers are the generational cohort born after World War II. Also known simply as “boomers,” they are named after the unprecedented post-war spike in birth rates, referred to as the baby boom.

How old are baby boomers now? ›

As of July 1, 2019 (the latest date for which population estimates are available), Millennials, whom we define as ages 23 to 38 in 2019, numbered 72.1 million, and Boomers (ages 55 to 73) numbered 71.6 million.

Where do baby boomers buy clothes? ›

After mass merchants, Boomers are likely to buy most clothes at chain stores (23 percent), department stores (13 percent), and online (12 percent).

What generation buys the most online? ›

Generation X (people born between 1966-1981) makes more online purchases than any other age group, averaging nearly 19 transactions per year.

How much money do baby boomers have in the stock market? ›

Boomers saw a substantial boost from early 2020, when that wealth pile was sitting at $56.72 trillion. The types of stocks being bought also offered clues, they said. “Their behavior is also a lot more conservative than younger investors'.

What do baby boomers value most? ›

Baby Boomers were born between 1943 and 1964. The overall characteristic of Baby Boomers leads to the conclusion that their core values are optimism, team orientation, personal gratification, health and wellness, personal growth, youth, work, and involvement.

What makes baby boomers more productive and satisfied on the job? ›

Work-Centric: Baby Boomers are extremely hardworking and motivated by position, perks, and prestige. Baby Boomers relish long work weeks and define themselves by their professional accomplishments.

What are baby boomers most concerned about? ›

As baby boomers age, they must deal with the challenges of aging. That is why healthy living and regular check-ups with your doctor are more important as time goes by. Age is a risk factor for several chronic conditions, including diabetes, cancer, heart disease and Alzheimer's disease.

What challenges do baby boomers face? ›

Baby boomers were born in the prosperous years following World War II. As they age, they are now facing financial, health, and economic challenges. Some of their most pressing problems are saving enough for retirement and caring for elderly parents.

What influenced baby boomers? ›

The baby-boom generation was the product of the sudden increase in U.S. births occurring between 1946 and 1964. The increase was largely the result of the renewed confidence and security that followed the economic hardships and uncertainties of the Great Depression and World War II.

What are the four ways boomers and aging will transform each other? ›

Here are four ways these boomers are changing the face of senior living.
  • An Increase in Life Plan / Continuum of Care Communities. ...
  • Options, Options, Options. ...
  • A Focus on Technology. ...
  • A Priority on Convenience and City Living.
11 Jan 2022

What social media do boomers use the most? ›

However, according to data from Statista from last year, YouTube was the most popular social media platform, with 70% of boomers saying they regularly used it, compared to 68% with the social network. This was followed by Pinterest at 27%, LinkedIn at 24% and Instagram at 23%.

How much time do baby boomers spend online? ›

Baby Boomers

49% spend at least 11 hours a week online. 84% prefer to shop in-store. 82% use social media.

How many hours do baby boomers spend on social media? ›

On average, baby boomers spend 13 hours on social media per week. 84% of baby boomers say that social media is likely to improve their lives. Baby boomers spend around 1 hour and 48 minutes on Facebook and Instagram every day. The average baby boomer spends 27 hours per week online.

How do you communicate with younger generations? ›

Here are four ways to communicate better with young people.
  1. Understand language differences. The language that the younger generation uses is not meant to be disrespectful or unprofessional. ...
  2. Don't be afraid of texting/email. ...
  3. Provide frequent feedback. ...
  4. Know your audience.
21 Mar 2021

How do we communicate with each generation? ›

The following five strategies should help.
  1. Gain generational awareness. A general awareness of how each generation approaches communication is key to closing the communication gap. ...
  2. Defer to the person you're communicating with. ...
  3. Mirror the communication. ...
  4. Set communication expectations. ...
  5. Create a team communication agreement.
6 Jul 2020

What techniques can an individual use to communicate more effectively? ›

There are specific things to do that can improve your communication skills:
  • Listen, listen, and listen. ...
  • Who you are talking to matters. ...
  • Body language matters. ...
  • Check your message before you hit send. ...
  • Be brief, yet specific. ...
  • Write things down. ...
  • Sometimes it's better to pick up the phone. ...
  • Think before you speak.

Do older people shop online? ›

Like many of us, much of seniors' time spent online is dedicated to Google, YouTube, and other video hosting sites, and social media. But seniors do report spending about 57% of their time online shopping, with 45% of their time looking for deals and discounts.

When did online shopping become big? ›

Online marketplaces have been on the rise since the mid-1990s with the launch of giants we know today, such as Amazon, Alibaba and others. Amazon in particular is known for its unique growth strategy that has helped them achieve mass-adoption and record-breaking sales.

Do boomers know technology? ›

The past year has seen boomers rely on tech more than they have in the past, and it's given them a confidence boost in the process. As of Q1 2021, our GWI USA dataset shows that 36% of baby boomers say they feel confident in using new technology – a 10% increase on Q2 last year.

What are some negative consequences of the baby boom? ›

Negative impact on employment

These effects cause a decline in young males' income relative to workers in their prime, a higher unemployment rate, a lower labor force participation rate and a lower college wage premium among these younger workers.

What factors of the aging baby boom generation are most important for the future development of the US healthcare system? ›

Regardless of their longer life expectancy, baby boomers were more likely to have higher rates of hypertension, higher cholesterol, obesity and diabetes. These results indicate that seniors will push the cost of health care higher and increase the need for health care professionals as the boomers age.

What impact will the baby boom generation have on the cost of long term care services over the next decade and beyond? ›

By 2020, retiring baby boomers are expected to more than double Medicare and Medicaid costs. As a result, some pundits anticipate that the Trust Fund will be bankrupt by 2033. Meanwhile, taxes will cover only 48 percent of the associated health care costs.

What are baby boomers characteristics? ›

Baby Boomers are confident, independent, and self-reliant. This generation grew up in an era of reform and believe they can change the world. They questioned established authority systems and challenged the status quo.

Who was the most famous boomer? ›

The 5 Most Influential Baby Boomers
  • Carl June. June is a pioneer in the immunotherapy field who made a name for himself after successfully developing T-cell therapies for cancer patients. ...
  • Peggy Whitson. ...
  • Bill Gates. ...
  • Oprah Winfrey. ...
  • Steve Wozniak.
29 Apr 2019

Did the baby boom help the economy? ›

Baby boomers hold a large amount of the wealth in the U.S., making them a prime market segment. Baby boomers are gradually retiring, boosting demand for—and investment opportunities in—healthcare, elder care, medical devices, and related industries that cater to that demographic.

What happened during the baby boomer generation? ›

Baby Boomers (also known as Boomers) were born around 1943 through 1960. They are a post-war generation who came into being during a period of economic and population growth, advances in medicine, and industrial expansion beyond agriculture.

How technology affects the younger generation? ›

Answer: Technology has enabled our young generation to pursue their goals and opened up the paths of success for them. For them, technology is a source of information, entertainment, and distraction all at the same time, and each has a direct effect on our youth development.

How do baby boomers learn? ›

Baby Boomers — Born between 1946 and 1964, baby boomers expect a more personally-focused learning structure. The classroom continues to be an effective setting, although members of this generation tend to favor in-class participation, reflection, and feedback to bring them more directly into the process.

What social media do baby boomers use? ›

This statistic presents a ranking of the most popular social networks of Baby Boomer and Senior internet users as of the third quarter of 2020.
...
Characteristic56+ yearsTotal online users (15+)
YouTube67%72%
Facebook78%71%
Instagram32%51%
Twitter26%40%
7 more rows
4 Apr 2022

Where do baby boomers shop the most? ›

The study finds the baby boomer demographic is far more likely to shop at popular brand stores like True Value Hardware and CVS. Furthermore, in retail clothing, boomers are significantly more likely to shop at Talbots, Lands' End, and J.

What are some characteristics of boomers as consumers that companies should pay attention to? ›

It's prudent to pay attention to these baby boomers' characteristics in marketing. They're looking for senior care that is reliable, trustworthy and offers a reasonable cost. Baby boomers have been more health-conscious than their own parents. Medical technology makes it possible for them to live healthier and longer.

What are characteristics of baby boomers? ›

Baby Boomer Characteristics
  • Baby boomers value relationships. As they grew up, there was a growing belief in the value of spending time with family and friends. ...
  • Baby boomers are goal centric. ...
  • Baby boomers are self-assured. ...
  • Baby boomers are resourceful.
25 Nov 2020

How do baby boomers communicate? ›

Baby Boomers communicate mostly using face-to-face communication, telephone conversations and e-mail. They will seldom use blogs, wikis, social networking sites and texting or instant messaging in more formal situations, such as in the work context (Heng & Yazdanifard, 2013.

What social media do boomers use the most? ›

However, according to data from Statista from last year, YouTube was the most popular social media platform, with 70% of boomers saying they regularly used it, compared to 68% with the social network. This was followed by Pinterest at 27%, LinkedIn at 24% and Instagram at 23%.

How much time do baby boomers spend online? ›

Baby Boomers

49% spend at least 11 hours a week online. 84% prefer to shop in-store. 82% use social media.

How do baby boomers have so much money? ›

Boomers benefited from the post-World War II economy, it stated, which saw declining tax rates on high-income households and a strong stock market. They held onto these savings in the face of low interest rates and a declining pension system.

Where do baby boomers buy clothes? ›

After mass merchants, Boomers are likely to buy most clothes at chain stores (23 percent), department stores (13 percent), and online (12 percent).

What do baby boomers do online? ›

Baby Boomers are mainly using the internet for two things: spending time socialising with family and friends and spending time researching and purchasing products.

What do baby boomers value most? ›

Baby Boomers were born between 1943 and 1964. The overall characteristic of Baby Boomers leads to the conclusion that their core values are optimism, team orientation, personal gratification, health and wellness, personal growth, youth, work, and involvement.

What makes baby boomers more productive and satisfied on the job? ›

Work-Centric: Baby Boomers are extremely hardworking and motivated by position, perks, and prestige. Baby Boomers relish long work weeks and define themselves by their professional accomplishments.

What are boomers interested in? ›

Popular hobbies and activities with the 50+ crowd range from the clichéd (golf, fishing and gardening) to the surprising (brewing, day trading and political activism). And the marketing strategies to reach them in these pursuits are numerous.

What are baby boomers most concerned about? ›

As baby boomers age, they must deal with the challenges of aging. That is why healthy living and regular check-ups with your doctor are more important as time goes by. Age is a risk factor for several chronic conditions, including diabetes, cancer, heart disease and Alzheimer's disease.

Why are baby boomers called baby boomers? ›

What Is the Definition of Baby Boomers? Baby boomers are the generational cohort born after World War II. Also known simply as “boomers,” they are named after the unprecedented post-war spike in birth rates, referred to as the baby boom.

What influenced the baby boomer generation? ›

The baby-boom generation was the product of the sudden increase in U.S. births occurring between 1946 and 1964. The increase was largely the result of the renewed confidence and security that followed the economic hardships and uncertainties of the Great Depression and World War II.

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