MERCHANDISING
How to Reach Boomers
Understanding & selling to this influential market
By Linda Cahan
Baby boomers are not like your grandparents. They are unlike any other generation in our history.
What was considered old is changing, at least in the mind of the boomers. The average boomer thinks “old” is usually four years after most people have died.
I was inspired to write about boomers when I was talking to my visual merchandising students at the Art Institute of Portland about fashion in the late 1960s and early 1970s—and the lifestyle that went along with it, including partying and dancing—and one young woman said, “Oh, that’s so cute!”
Really? Since when did my life get reduced to “cute?”
One of the first things to understand when marketing and selling to boomers is that we seriously don’t think we’re old and, although we’re aware that our bodies are changing, we are the most active generation of older people. Many of us are still working, some by necessity and many by choice.
A Hard-to-Define Generation
Baby boomers were born right after World War II, from 1946 to 1964. When the soldiers came back from war, a lot of babies were born. In 2026, the U.S. population that’s 50 and up will reach almost 100 million. Boomers make up around 73 million of this group, but genuinely don’t think of themselves as the older people—those over 80 are considered “older.”
As these children grew up, their view of the world was shaped (for some of us) by the horrors of the war, plus the amazing growth and affluence of this country that followed.
Boomers are difficult to define. They span two generations. The older boomers were more involved in the hippie movement, either as true members of the counterculture or as those who jumped on the bandwagon. Many of us were actively involved with either fighting or protesting the war in Vietnam.
We were a little young to be involved in the civil rights movement, but we watched it on TV. The Black Power movement grew out of the efforts of the early 1960s and became very strong in the late 60s into the 70s.
We largely rejected rigid social rules and structures. This isn’t to say everyone smoked pot or protested or wore tie-dyed everything—there is no universal truth when it comes to this highly individualized group. But at heart, we were a very defiant generation, and still are. Boomers are also known as the “me” generation. We coined the phrase “do your own thing,” and we spend money on ourselves.
A Wealthy Generation
Why? Because we have money. Half the nation’s wealth is in the accounts of Boomers and they are willing to spend it for their health, convenience and enjoyment, and on experiences. Over the years, we’ve learned that “stuff” comes and goes, but experiences stay with us forever. There are many statistics about how much money the boomer generations have to spend; let’s just say this amount is significantly higher than any other generation. Boomers make up half of all consumer spending.
Boomers will talk with their friends and families about their trip to Costa Rica or Bora Bora. They will talk about the latest restaurant that offers dancing to jukebox oldies. They will talk about their work and their volunteer efforts. Most important to you, they will share their retail experiences. Word of mouth is your greatest advertisement for home medical equipment providers. It can work for you or against you.
Boomers are also starting to have major surgeries, especially hip and knee replacements. It’s estimated that there are approximately 760,000 hip replacements and 1.3 million knee replacements yearly in the United States. The people who need your products can be easily overwhelmed with information from a variety of sources. This is where your customer service, experience and knowledge set you apart from the internet.
Boomers care more about the presentation of the merchandise. They want to see products in person and in action. The more options they have, the better. It just doesn’t make good sense to buy or rent a reclining chair without trying it out first. They expect to have canes and walkers professionally adjusted to their height.
Some basics to consider when selling to boomers:
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"It’s estimated that there are approximately 760,000 hip replacements and 1.3 million knee replacements yearly in the United States. "
- They need significantly better lighting to see your merchandise and read your signage.
- Like an older car, boomer body parts are starting to wear out. They don’t stretch, bend or go up stairs like they used to but hate to admit it. Make shopping easy for them and bring the signage up to waist level. Try to avoid floor level changes.
- Make sure you have chairs with arms for you to sit and talk with them once they’ve surveyed the store. Make them comfortable. Offer coffee, tea, water, juice—whatever you have on hand.
- Have a clean, working bathroom. Make it handicapped accessible with handrails and higher toilets. Don’t make them have to leave out of necessity.
- Dust, sweep and vacuum frequently. Even if their vision isn’t what it used to be, their sense of touch is excellent. Dirt kills sales!
- Many of them have researched your products online and have finely tuned BS meters. Be clear and concise and don’t hold back. They are craving information that will help them make a decision.
- Have slightly wider aisles—at least 3’6”.
- When you talk to boomers, don’t mention their age unless they do first. Remember, they don’t want to be thought of as old. Respect their research and try not to tear out your hair when they ask 100 questions.
Remember that, while it’s almost impossible to have all the product models you’d like to show on the selling floor, the more you can offer, the better. “Touch, sit and try” sells much better than showing someone a photo in a catalog. Every age group wants to see their choice in person, but skeptical boomers are more insistent. They will look elsewhere if you can’t help them out.
Lastly, have patience and please—don’t condescend to someone by calling their lives and experiences “Cute!”
Linda Cahan is an internationally recognized expert in visual merchandising with over 35 years of marketplace experience. She helps stores look and feel better to sell more. Cahan's strengths include all aspects of visual merchandising, display and design as well as training staff in each discipline. She has worked with a vast array of merchandise categories and brings extensive experience, wisdom and creativity to help her clients succeed. Visit lindacahan.com.
photoopus - adobestock.com
