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Say Bye-Bye to What You Thought You Knew About Baby Boomer’s Shopping Habits

Say Bye-Bye to What You Thought You Knew About Baby Boomer’s Shopping Habits

Right about now, Baby Boomers either are in or entering retirement. What does that mean to you as a business owner trying to attract their attention? Get ready to shed some common misconceptions about this powerful demographic group: it turns out that the Boomers can’t retire the way their parents did. Everything you thought you knew about marketing to seniors doesn’t fit anymore.

Factor #1: Economic Insecurity

While a Boomer may have seen their parents enjoy golden years funded by a private pension plan, the same is not true for them. All kinds of nefarious hijinks – the banking crisis, volatility in the stock market, employers chronically underfunding retirement accounts – have left Baby Boomers with retirement funds that aren’t necessarily where the Boomers in question would like them to be.

Couple this with the controversy surrounding the Affordable Care Act’s implementation and a rising awareness that people are living longer and requiring far more hands-on health care than previous generations, and you get a situation where Boomers, once notoriously free spenders, are now more cautious with their purchases. Boomers are buying, but they’re doing so only after they’re sure they’ve made a good decision.

Factor #2: Hello, Internet & Social Media

Baby Boomers use the internet to research purchases online. There’s an inverse relationship between familiarity with the item being considered and the amount of time spent researching; Prosper Insights tells us half of all Boomers research electronics purchases before making a decision. The number drops to 20% when it’s apparel and home appliances being purchased.

Social media, so influential among younger shoppers, has not proven to have as large an impact on the Baby Boomer buyer. But that dynamic is steadily changing, as the growth of tablet usage among seniors creeps steadily upward. The Pew Research Group currently puts the percentage of Boomers using social media at 27%.

What This Means for You

If Baby Boomers make up a significant portion of your customer base, this is good news for you. Your customers are hungry for information before making their purchases, and they’re very well acclimated to searching for this information online. Think about the questions your Boomer customers ask your team; use those questions as a framework for both website and social media copy.

Economic insecurity has made Boomers very aware of value. This doesn’t mean they’ll be seeking out the lowest prices; instead, the focus is on ensuring that money spent is money well-spent. Your messaging must speak to the value you offer, both in terms of unique benefits and in comparison with the rest of the marketplace.

The Boomers aren’t going anywhere just yet. This powerful demographic group will continue to shape the way we market our products and services for years to come. In fact, in some industries, including travel and restaurant fields, are heavily dependent on Boomer business. If you’re struggling to use your digital marketing tools in a way that resonates with this audience, give us a call. We’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office