Boomers are Buyers – Digital and Traditional
“OK, Boomer…” “Hey, Boomer…” “Sure, Boomer…” “Boomers are buyers…”
Wait, what was that last one? While the first three phrases are generally considered put-downs from Gen Z and Millennial types toward the older generation, they are generally meaningless. Regardless of when you were born, having a bias against other age groups – whether they seem to be acceptable or not these days – makes no sense.
Generational biases stem largely from ignorance; whether older toward younger or younger toward older.
Having said that, rather than age alone, such biases likely stem from a shifting perception of values and generationally perceived personality traits. The arrogance and lack of respect such phrases display toward the Boomer work ethic and competitive spirit make a mockery of their parent’s and grandparent’s generation(s).
Ah, kids these days. They have no idea what it was like for us “old folks”.
OK, tirade over.
Boomers Are NOT Intimidated by Technology
The point is this: Whichever currently identified generation you belong to; you cannot afford to ignore Boomers when marketing your interior design services or luxury furnishings – directly or online.
“Baby Boomers currently represent 20% of the US population, account for $78 trillion of the total U.S. $156 trillion [in] assets, and have an average net worth of $1.7 million. In 2022, they accounted for just under a quarter of US spending. Yet, they are the least-mentioned segment across the marketing landscape, and [fully half of them do not] feel represented in advertising.” (Razorfish.com) (emphasis added)
Further, “[50% of] boomers describe themselves as digital natives, 1 in 2 say they have an active interest in new technology, [and] 9 out of 10 disagree with the notion that technology overwhelms them.”
So, while many believe the opposite to be true, “Boomers are not only confident about tech but use it for new product discovery and purchase.” (FurnitureToday.com)
In fact (and as we were delighted to discover), “More Boomers than Gen Z or Millennials said they visit a retailer’s website or apps weekly: 44% of Boomers vs. 39% of Millennials and just 27% of Gen Z.”
Just the Facts, Ma’am. Just the facts…
Let’s take a quick look at the breakdown of the percentages of Baby Boomers versus Gen Z and Millennials who use technology for shopping:
“More than half (56%) [of boomers] read reviews on consumer review website[s].”
“Just under 40%, “have watched video reviews of products and services.”
“[A mere] 14% acknowledged needing help from their children or grandkids.”
Some “57% said … technology is important in their lives … [and] it aids in shopping for products.”
The online goliath “Amazon … is among the Top 10 favorite brands for 73% of those polled.”
More than 40% “of Baby Boomers visit e-commerce sites weekly [vs.] Millennials (39%) and Gen Z (30%).”
“New product discovery through retailers’ or brands’ websites was achieved by more Baby Boomers than the other two age groups.”
With these percentages in mind, we believe designers and furnishing dealers must take a fresh look at their markets and marketing practices regarding Boomers. Check your premises; reexamine your assumptions, eliminate any age-based biases, and retarget your local population because, sure as the sun will rise tomorrow, Boomers are Buyers!
Ted remains available for design business coaching and furnishing dealer consulting. With more than 25 years of experience, from the East Coast to the Rocky Mountain Region, Ted offers invaluable consulting services to the trade. Simply… Contact TD Fall today.