The Great Cart Divide: What Your Age Says About Your Shopping Style

Many customers are expecting convenience across industries with self-service technology raising the bar for quicker purchases. Restaurants are rapidly integrating fast digital credit card readers and 47% of convenience store shoppers want self-serve checkout kiosks.[2] In the grocery space, more consumers are opting to search for deals digitally – through social media, search engines, or a rewards app – for more accessibility.[3]

Shoppers crave discovery. They want to explore new products and try fresh things—without hitting roadblocks. But when shelves are empty, so are their carts: 71% say frequent out-of-stocks kill their desire to buy.[4] Today’s consumers expect retailers to keep up with their evolving tastes and deliver exciting, ever-changing options that feel like it was made just for them.

With concerns about inflation or other economic pressures affecting purchasing habits, consumers are looking for ways to control their spending and get what they need at the best possible price. 57% of consumers are shopping where they can find the best deals. This means that retailers and brands need to capture consumer’s attention, display the products they’re looking for, and offer savings to encourage purchases.

Sure, generations may share some traits—but when it comes to winning hearts (and wallets), each age group plays by its own rules.

Shopping Through the Ages: What Drives Each Generation to Buy

By intentionally designing marketing strategies to resonate with trends across generations, retailers can appeal to each age group in their preferred shopping method.

• Boomers (1946-1964)
• Gen X (1965-1980)
• Millennials (1981-1996)
• Gen Z (1997-2012)
• Gen Alpha (2013 and later)

Boomers (1946-1964)

As the oldest living generation, Boomers’ shopping experiences were shaped by face-to-face interactions, catalogs, and tv commercials – not the internet. Now, their shopping patterns are defined by their relationships with other generations, and the need for convenience as they age.

Key Trends:

Family ties. Boomers still have significant sway over purchasing decisions through their families, which usually includes members of younger generations who are most likely going shopping for them.

Word-of-mouth. 66% of Boomers would be deterred from going to a restaurant that was given negative feedback from friends, and 68% wouldn’t stop for dinner at a place that had a recent health inspection warning.[6] When it comes to Boomers, reviews matter.

Foot traffic falls as boomers click to shop. Due to their age and activity levels, Boomers are more likely to utilize and prefer buy online and pick-up options as opposed to in-store browsing.

Products that resonate. Some brands have the advantage when promoting to Boomers because of the necessity of the products in their lifestyle habits. Health/medication brands, food/beverage, home improvement/décor, and pet supplies win big with the older generation – Boomers spent $428 billion on health and food brands in 2023.[7]

Generation X (1965-1980)

Gen X is sometimes referred to as the “forgotten generation,” since modern marketing tactics tend to focus more heavily on the other generational groups – but we know better. This group is a significant corner of the market; they care significantly about quality and are flexible with their preferred shopping method.

Key Trends:

Critical spenders. Gen X are a massive consumer base to win – their expenditures averaged at $95,000 per year according to the U.S. Bureau of Labor in 2023, outspending every other generation by at least $10,000.[8]

Product considerations. Quality and price are the most important factors that motivate Gen X to purchase something, from food to experiences. Gen X tends to value products that are built to last a long time and trust companies that they consider to be reputable as opposed to buying impulsively – 64% of Gen X say they’re more likely to purchase a product that they can use long-term.[9]

Adaptability for busy schedules. Like Boomers, Gen X is also inclined to utilize buy online and pick-up options, but for different reasons. They are likely to be busy parents or dealing with other hectic schedules and opt for quick shopping trips when they’re in a time crunch.

Flexible shoppers. Gen X doesn’t have a significant overall preference for in-store or online shopping, and they were almost just as likely to find a new product through online channels as they were in stores.[10] Gen X also often browse online before heading in-store to touch and test a product, blending the two shopping mediums. This means omnichannel retailers who balance in-store appeal with online offerings are most likely to succeed with this age group.

Millennials (1981-1996)

For Millennials, shopping isn’t just about buying, it’s about trust, personalization, and convenience. They enjoy the experience of in-store shopping but are more likely to shop online when it comes to certain items. They rely heavily on peer-to-peer recommendations and online reviews.

Key Trends:

Brand loyalty. 60% of Millennials say they are loyal to a brand if they are treated well through a customer-centric experience [12]– meaning perception of the brand is everything. This loyalty is often reflected from repeat purchases, strong customer relationships, and peer-to-peer feedback.

Purchasing habits: less about “stuff.” Millennials spend a smaller portion of their income on retail categories as opposed to Gen Z. [13] Most expenditures are on Food/Beverage and entertainment, as experiences are a huge turning point. 72% of consumers, particularly millennials, prefer to spend money on new experiences they can look back on as opposed to physical items.

Research before anything else. Millennials trust what individuals have to say and won’t shop a physical store without reviewing a product beforehand, so social standing is important to them. A reported 57% of Millennials say they have used social media to decide where to eat, and 50% of Millennial diners are more likely to visit a restaurant if it had a Michelin star. [15]

Generation Z (1997-2012)

Gen Z is currently considered a highly influential generation, with an impact on every other generational group – and they set the stage as trendsetters for the future. With a strong focus on sustainability, social media, and a revival of in-person retail experiences, they shake up the status quo and create new trends.

Key Trends:

Social media as a storefront. Gen Z places high value on content and reviews on social media, responding to quickly changing trends with their retail patterns. An estimated 55% of Gen Z made an online purchase while browsing social media,[16] and flexible in-store campaigns that respond quickly to viral trends resonate with this group.

In-store revival. Gen Z is highly interested in shopping in stores, as a direct result of being restricted in their options during the Covid-19 pandemic. Many believed retail malls to be a dying breed with the rise of the internet and online shopping, but visits have increased by 8.6% since 2023 – largely thanks to Gen Z.[17] For this generation, shopping in-store has become a highly immersive and exciting experience.

Demanding better shopping experiences. Studies show that Gen Z has high expectations when making purchases in-stores:

Retail apps and mobile payment offerings are critical to appealing to Gen Z. Emerging tech like AI is another new frontier for brands to explore: 14% of Gen Z planned to use Generative AI to look for gift ideas in 2024. [19]

Sustainability warriors. Gen Z are the primary force behind a large movement for more sustainable consumption, with the vast majority of Gen Z saying they would prefer to buy sustainable brands – and they’re even willing to spend 10% more on sustainable brands and products.[20] Alongside Millennials, Gen Z is the most likely generation to make purchases according to their personal, social, and environmental values and principles.

Setting generational trends. Gen Z’s presence in the market is already producing ripple effects for other generations – older generations often shop for Gen Z because of family ties, and Gen Alpha has begun to mimic consumer behaviors already present with Gen Z.

Generation Alpha (2013 and later)

Meet the new kids on the block. While they are the youngest generation, Gen Alpha shouldn’t be sidelined, and smart brands are already preparing to effectively market to this group as they grow up and take over a larger stake in the consumer market. In general, they follow Gen Z, use digital inspiration for in-store experiences, and value tactile retail space.

Key Trends:

Up-and-coming buyers. A reported 75% of Gen Alpha is now driving purchase decisions, especially with the generations most likely to be their parents: Gen X and Millennials.[21] Research also indicates 77% of Gen Alpha are already involved in grocery shopping experiences.[22]

Generational copycats. The distinct behaviors that are unique to Gen Alpha when it comes to consumer habits are still emerging, but one thing appears to be true – they follow the example set by their predecessors, Gen Z. This gives brands a path forward to break through with Gen Alpha, as they are likely to continue Gen Z’s affinity for in-store shopping and their tech-savvy behaviors.

Digital followers. Gen Alpha has never known a world without devices. Social media consumption is starting younger and younger, and this generation resonates big with online influencers. Brands that incorporate influencer input and stay with the pulse of changing trends will end up on top.

Taking up space. More and more retailers are making the conscious decision to carve out space for Gen Alpha, like Sephora’s tactile space to “play” with products or Foot Locker’s kids activity tables and growth-tracking technology.

Successful Marketing for All Generations

Regardless of generation, consumer preferences are always changing. For retailers, staying ahead and adapting to what's important to the consumer will give you a retail edge amongst your competitors.

Flexibility is the name of the game and retail needs to change quickly, which means you need to adapt too. So being able to create experiences that feel personalized to each generation is key. Afterall, each generation has a preferred way to shop and it’s up to you to meet them where they are so you can turn heads and open wallets.

Ready to dive right in? Talk to us today →

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