Love special deals, love online shopping...These are the consumer habits of Generation X in the United States!

According to DMS, Mark Dolliver recently wrote an article for eMarketer discussing the impact of the epidemic on the consumption habits of Generation X.

The spending power of Generation X cannot be ignored

Generation X consumers have higher incomes and larger families, making them an important consumer group for brands.

According to the Bureau of Labor Statistics , the average total spending for a Generation X-led household is $76,788, which is more than the national average of $63,036.

Gen X households are larger on average , at 3.1 people, compared to the overall U.S. average of 2.5 people , and Gen Xers spend above average on most major categories.

“Given their above-average incomes, larger-than-average family sizes and a life stage that demands heavy spending, Gen X is a group that marketers cannot ignore , ” Dolliver said .

Gen X consumers prefer special offers

The pandemic has impacted Gen X spending, with 51% cutting back on discretionary purchases .

According to eMarketer, 86% of Gen X users ( ages 40-54) say they would try a new brand if it offered a coupon or discount, and many Gen X shoppers are choosing items with coupons both online and offline to get the best deal .

For established CPG brands, cheap and convenient online ordering could be key to busy, bargain-hunting Gen X consumers .

Online shopping will continue to be popular

Over the past year, Gen X has prioritized online shopping , including online grocery purchases , a growing e-commerce vertical, and Gen X shoppers often rely on consumer reviews for reassurance when making purchases .

Generation X falls between baby boomers and millennials , and a multi-channel targeting strategy may be more effective for this group.

27% of Gen Xers say their shift to online shopping is likely to continue , so brands and retailers must incorporate digital strategies when targeting the Gen X audience. In addition, some consumers ( 50.1% of consumers aged 35 to 44 and 42.2% of consumers aged 45 to 54) choose to pay now, pay later.

Additionally, many Gen X shoppers are looking to make purchases for travel, cars, and household goods after the pandemic.

In summary, retailers /brands should create more sales opportunities based on the consumption needs of Generation X.

USA

Generation X

Consumption habits