Different Generations = Different Shopping Habits

 

Members within a generation tend to dress alike, think alike, maybe even vote alike. So it’s no surprise that people within a generation have similar shopping habits, habits that make each generation different from the others. Nielsen recently released a rundown of these differences.

First of all, the generations:

• Greatest Generation – 64+ in 2009
• Boomers – 45 to 63
• Gen X – 33 to 44
• Millennials – 15 to 32

The Greatest Generation and Boomers are the most frequent shoppers and more inclined to look for a deal, while Gen X and Millennials have fewer trips, but spend more per trip. Millennials and Gen Xers prefer mass supercenters and mass merchandisers over grocery stores and drug stores. The older generations spend more on pet food, vitamins and wine, while the younger spend more on baby food, carbonated beverages and cereal.

Nielsen says consumers are trying to be more rational now, with more than half relying on a shopping list and comparing prices, more relying on circulars and more redeeming coupons.

But overall, how do you reach each group?

• Those in the Greatest Generation are seeking value such as freebies and senior discounts, smaller packaging for their smaller households, and products that address aging issues. Time online is spent using e-mail and message boards. This group is less likely to enjoy shopping, but more likely to walk up and down each aisle, making in-store merchandising effective.
• Boomers are buying prescription medications, insurance, and gifts for the kids and grand kids, travel, entertainment and wine. They make up more than one third of the Internet population and are big online shoppers.
• Gen Xers are busy, so offer meal planning, child care activity centers, in-store cooking or craft classes. More than 80% of this group are on social networks.
• Millennials are impressed by coffee stations and in-store WiFi. Drive impulse buys with end cap displays, and reach them with mobile coupons and shopping lists. They make the fewest trips, but they generally like to shop and in-store entertainment can help extend their time in stores.

Read more about these key generational differences here.