Older shoppers match younger consumers on retail spending and habits

43% of 70-79 year olds shop in store every couple of days which is the same figure as those aged 18-29

Shoppercentric has released new research about a new generation of older shoppers which challenges our traditional perceptions

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43% of 70-79 year olds shop in store every couple of days which is the same figure as those aged 18-29

Shoppercentric, an independent agency specialising in shopper research, has launched new research entitled ‘Window on … The new generation of older shoppers’ which challenges the perception of what is considered an ‘old shopper’ and their shopping trends.

The research has shown that 43% of 70-79 year-olds shop in store at least every couple of days which is the same figure as those aged 18-29. While it has been found that older shoppers do not use forecourts and retail parks as much as younger shoppers, they use newsagents, supermarkets and independents regularly.

When it comes to internet and online shopping the new research finds one in three shoppers over 60 agree with the statement, "I can’t imagine my life without the internet". It also shows that 5% of online shoppers aged 60-69 and 51% of those aged 70-79 say they use the internet at least once a week for browsing.

It also shows older shoppers don’t just care about cheap prices; they take a long term view of their spending, often aiming at quality, not quantity. 68% of 60-69 year olds agree with the statement, "I buy the best I can afford, even if it’s not the cheapest price".

Danielle Pinnington, managing director at Shoppercentric, comments: "A significant proportion of over 60s are behaving and sounding very like much younger shoppers so with that in mind, it’s time to challenge the retail tradition of an age related cut off point. With older shoppers having more money and time available than ever before, and being as savvy and demanding as other shopper groups, it’s important that we change the way that we think of these shoppers and stop forcing them into out-of-date stereotypes."

She also adds: "Our research revealed that one in two older shoppers agree that retailers don’t think their age group is important, and only one in five agree that retailers value their age group because they have more time and money."

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