The competitive consumer market began developing in the 21st century, when new technologies developed and were in the reach of people like for example television, advertisers began to use digital technology to promote their products. However, advertisements only tend to leave an impact if created wisely with skilled use of media and only if they’re based on public knowledge. That is the reason why the advertising agencies have research-based strategies targeting consumer behavior and demographic analysis of the target area. Well, these strategies greatly depend on advertising messages and proper scheduling and placement in the media, as they target social groups. Many popular brands have developed different ways to appeal to their customer’s needs. You wonder why? That is because different generations have shaped their own shopping trends. Here we will take a look at every generation’s shopping habits and how to cater to their needs.
Learn How Shopping Trends Change as Generation Changes
Gen Z
This generation seems to have 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 their products right away, rather than waiting for a few days when they prefer shopping 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.
Millennials
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 shopping for 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.
Gen X
This generation usually gets forgotten by marketers, but the way they spend shouldn’t be taken lightly. First of all, they tend to buy practical things and what’s interesting is that, they make trendy shopping decisions for their children and parents- the other two 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. They are also focused on value, product performance and target them with clear product and pricing information. Brands make an effort to reward them with promotions as they’re more loyal to brands than the other generations. They spend a lot of money on travel, food, and wine.
Baby boomers
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 baby boomers is the convenience of shopping trends, 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 sufficient research online, before buying the products. 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.
The Silents
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 newspapers. 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 lifestyle habits and shopping trends. More than their age, it will be smart to focus on their behavior, as they are all different despite belonging to the same generation. That’s the best way to reach them effectively!
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