Baby Boomers were born between 1946 and 1964, making them a distinct generational demographic with notable purchasing power. This generation primarily comprises White individuals (79%), with 17% identifying as Black or Hispanic/Latino. They generally have smaller households—often two or fewer people—and most live in suburban or rural areas.

Shopping Behaviors

• In-Store Preference: Boomers frequently shop in physical stores and favor Walmart, which captures 21% of their consumer packaged goods (CPG) and general merchandise spending.
• Online Shopping: Despite a strong inclination toward in-store shopping, Boomers have significantly increased their online shopping activities, especially in grocery and apparel. They tend to use computers over mobile devices for these purchases.
• Brand Loyalty: Boomers show strong brand loyalty and often continue purchasing from brands they trust.

Income and Spending

• Disposable Income: Although Boomers control substantial wealth, only 20% have annual household incomes above $125,000, while half fall into the middle-income range ($40,000–$125,000).
• Annual Spending: Boomer households spend about $14,000 annually on CPG and general merchandise, making roughly 426 shopping trips per year and spending about $33 per trip.

Online Behaviors

• Social Media Usage: Boomers are active on platforms such as Facebook and YouTube, though these channels are not their primary method for product discovery.
• Product Discovery: They primarily learn about new products through television advertisements, followed by online searches.

Key Insights

• Health Focus: Many Boomers manage health conditions like high blood pressure and high cholesterol, dedicating significant spending to wellness products.
• Communication Preferences: They value direct communication and clear customer service, preferring to interact with companies via email or phone.