How Baby Boomers Shop

baby boomer old person shopping

It wasn’t always about the millennials. In fact, not so long ago, in a galaxy not so far away, baby boomers were the demographic du jour. Millions of dollars were spent marketing to them, and now these 50-and-up folks have the millions—trillions, actually—to spend in your store. Don’t concentrate all your efforts on winning over millennials at the expense of the 80 million or so U.S. boomers who spend $3.2 trillion annually.

E&J Gallo Wine portfolio

E&J Gallo Wine portfolio

E&J Gallo Winery

Established in 1933, E&J Gallo owns and operates 15 wineries throughout California and Washington, including Dark Horse. According to Gallo data, baby boomers are 50% more likely to drink wine during a family meal and often look at region of origin and product details when choosing what to drink.

www.gallo.com

Goetze Cow Tales

Cow Tale

Goetze’s Candy Co. Inc.

Do not underestimate the power of nostalgia, especially among baby boomers. Forbes called their brand loyalty “tenacious.” Goetze’s Cow Tales haven’t changed much since boomers’ parents were buying them as penny candy at the store back when they were kids. And for boomers watching what they eat, these treats are naturally low in fat and sodium and are cholesterol-free.

www.goetzecandy.com

Sheba Perfect Portions entrées

Sheba Perfect Portions entrées

Sheba Brand

Now that the kids are out of the house, the furrier versions are top dog, sometimes literally. These treasured members of boomer households eat, sleep and breathe with their owners—and they’re a multimillion-dollar industry. In addition to on-site pet washes at c-stores, a shelf devoted to these beloved animals wouldn’t be a bad idea, either. Boomers are likely to pick up a treat for their pets when they’re picking up a treat for themselves.

www.sheba.com

Special edition Music Legends Series lighters

Special edition Music Legends Series lighters

BIC USA Inc.

Baby-boomer music lovers can pay homage to some of rock ’n’ roll’s most influential artists from their youth with the designs in BIC’s new Special Edition Music Legends Series lighters. The lighters in this series feature images and logos honoring Janis Joplin, Kurt Cobain, Jim Morrison of The Doors, Grateful Dead and the Allman Brothers Band.

www.bicworld.com