Baby boomers feel that social media has had a positive effect on their lives, and—perhaps surprisingly—are influencing and gaming with a fervor approaching that of their younger counterparts; according to an April 2021 report from GWI, the number of baby boomer gamers has grown 32% since 2018. And they’re not stopping there. Tapping into younger spaces, boomers are swiping right, embracing love and sex in their later years and openly breaking through traditionally taboo territory.
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Boomers are online shopping more and more. Consumers over the age of 65 are the fastest growing group of online shoppers, the Washington Post reported in January 2021, citing data from the NPD Group that revealed that the demographic spent 49% more online in 2020 than they did in 2019.
A February 2021 study found that 52% of baby boomers actually prefer to shop online rather than in-store during busy holiday seasons. And necessities such as groceries and home goods are only a fraction of boomers’s popular product buys; while millennials are buying hot tubs and home office supplies, baby boomers are making more regular, personal, or day-to-day purchases. Statistics show that boomer spending makes up 37.7% of all pet-related purchases, and 47% rely on Cyber Monday purchases for their holiday shopping.
A few brands have already picked up on the upward buying trend and are adapting their services to fit baby boomers’s needs. According to the Washington Post, ecommerce consumers over 65 are growing faster than any other category, and chains are investing in 24-hour customer service, instructional videos and delivery services to accommodate them. Platforms like Instacart are streamlining online shopping to make their experiences more accessible. Other brands including Walmart, Target, L. L. Bean, Lowes, and Blick Art Materials are bulking up their deliveries as well.
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