In this five-part series, we will be looking at the shopping trends of the generations that have the highest buying power: Baby Boomers, Generation X, Millennials, and Generation Z. By understanding how they shop, you’ll be able to generate a marketing methodology that will set you above your competitors and bring in the big bucks.
Generation X is often referred to as “the latch-key kids.” They make up only 25% of the population but hold 31% of total income dollars, which means that their buying power has significant weight. Born between the years 1965-1980, these are the folks who are still raising children and helping them through college. Sadly, many marketers forget about this generation because they are smaller in number and it is assumed that they surf the web to find what they need. As a generation, though, they have their own unique characteristics.