The competitive consumer market began developing in the 21st century, when advertisers began to use digital technology to promote their products. However, advertisements are effective only through the skilled use of media and if they’re based on public knowledge. That’s why there are advertising agencies that base their strategies on research into consumer behavior and demographic analysis of the target area. Those strategies depend on advertising messages and proper schedule and placement in the media, as they’re targeting certain social groups. Different generations have shaped their own shopping trends, so popular brands have developed different means to appeal to them. Here we will take a look at every generation’s shopping habits and how to cater to their needs.
The youngest generation among these five has never experienced a world without the Internet. That’s why their lives are woven around the online world and events. Even though they spend a lot of time on their phones, they still prefer visiting physical stores, as they see it as a form of social activity. They also like getting their products right away, rather than waiting for a few days when they order online. They mostly spend their money on food, fashion, beauty, and video games (basically anything that has to do with tech). You may not be aware of it, but a lot of them are into Juuling. They love the fact that they can taste a variety of e-juice flavors! Their peers and social media influencers are the only sources they trust when it comes to advertising, and they want to form interactivity with a brand, as they need their voices to be heard.
Younger Millennials are similar to Gen Z in some aspects, but older Millennials have their own modus operandi. They love interacting with brands on social platforms and a lot of them purchase new products directly on Facebook. Compared to Gen Z, Millennials love Facebook, Instagram, and Pinterest and find them the most trustworthy. Discovering new brands on their phones is just one of the options, as they prefer visiting physical retails. They just crave for customer service and are drawn to experiences rather than tangible objects. Buying from brands that support a certain social or economic cause is another one of their satisfactions. They spend a lot of their money on restaurants, clothes, hobbies, and transport.
This generation usually gets forgotten by marketers, but their spending shouldn’t be taken lightly. First of all, they tend to buy practical things and what’s interesting is that they make shopping decisions for their children and parents, two other generations. They love Facebook and engaging posts/entertaining content, so they make a lot of purchases online. Busy with their careers and families, they find email marketing to be the most useful. Being that they’re focused on value and product performance, target them with clear product and pricing information. Reward them with promotions as they’re more loyal to brands than other generations. They spend a lot of money on travel, food, and wine.
Among all the groups, baby boomers have the highest preference to shop in-store, as they have high expectations of customer service. They just love the personal engagement of traditional stores. The most important thing for them is the convenience of shopping, so they don’t see it as a special way to relax or enjoy it as a social activity. They are extremely price-conscious and will buy what they originally intended to. That’s why they don’t like browsing, but they do research products online. They use social media like Facebook to search for new things, but they’re not influenced by them, nor by their friends and families. Compared to other generations, most of their money is spent on groceries, and they’re loyal to their grocery stores.
This is the generation of traditionalists and is described as hard-working, as their lives were impacted by the Great Depression and the World Wars. They are among the wealthiest, but they still pay attention to how and where they spend their money. Even though they use social networks, mostly Facebook, they still actually read newspaper. That’s why the best way to target them is through direct mail, newsletters, postcards, and flyers. Appeal to them through images of family and community, as those are the things they value. They spend a lot of money on groceries and their hobbies.
Every generation has its own lifestyles and shopping habits. More than their age, you should focus on their behavior, as they are all different despite belonging to the same generation. That’s the best way if you want to reach them effectively.