Gen X Drives 31% Of Retail Spending While Many Brands Ignore Them

"Gen X represents just 19% of the U.S. population but accounts for 31% of all retail spending, yet retailers seem to forget the significance of this generation. The powerhouse demographic of 45- to 60-year-olds is approaching peak earning years with $42 trillion in current household wealth and an estimated $1.4 trillion a year in inherited assets projected over the next decade."

"While brands chase Millennial mindshare and court Gen Z through TikTok campaigns, Gen X quietly drives the highest revenue per shopper of any generational cohort. Retailer oversight is striking as 92% of Gen Xers use social media daily, and they comprise 28% of TikTok's user base, yet only 5% of brand influencer spending targets them, according to new research from. Gen X has never really been studied to the same degree as Boomers, Millennials, and Gen Z."

Gen X represents 19% of the U.S. population but produces 31% of retail spending. The 45- to 60-year-olds approach peak earning years with $42 trillion in household wealth and an estimated $1.4 trillion per year in inherited assets over the next decade. Gen X leads in spending per transaction across apparel, home furnishing, fitness centers, and restaurants. Gen X expects efficient, trustworthy, premium retail experiences that are low-friction and intuitive, with 68% using mobile apps for shopping. Gen X uses social media daily (92%) and comprises 28% of TikTok users, yet influencer spending rarely targets them. Generation size has contributed to marketing oversight.

Read at Forbes