Boomers shift how they shop online

Data shows how the COVID-19 pandemic has changed boomers’ perspective on online shopping.

As COVID-19 related store closings, restaurant restrictions, and state-mandated shutdowns changed the way we move throughout the county, it’s also changed the way we shop. 

In the National Retail Federation (NRF) Consumer View Spring 2020 report, data shows some big moves in online shopping trends coming from the boomer generation. Here in Rochester, Austin, and Mason City, this generation makes up for 25% of the population (that’s about 75,000 people between the ages of 55 and 69).1

Across the country, nearly half (45%) of boomers say they are shopping online more as a result of the pandemic2. Categories benefiting the most from this shift are: books, music, movies, and video games; pet supplies; toys; clothing; personal care and beauty. 

Right here in our neighborhoods, if businesses are offering buy online, pick up in store, they will also be seeing it become a popular option. NRF reports that 67% of boomers have tried BOPIS; of those, 63% said it improved their overall shopping experience. 

Here’s what we know about the boomers in SE Minnesota and North Iowa3:

  • Over 95% have access to the internet
  • 31% are retired
  • 90% own their own home
  • 50% have spent over $250 online in the last year (2019)
  • And they’ve spent money online on a wide range of products and services

Best practices as you shift your brand online: 

  • It’s time to shift focus to think about ecommerce. Some ecommerce platforms offer free access to start. 
  • Offer curbside service, free shipping or special incentives to create urgency to buy now and keep consumers engaged.
  • Use special offers and messaging on how to buy. Let them know where to find you.
  • Spread the word that you are open and there for when customers need you!

If you are looking for more data like this to push your business forward, contact our Strategic Marketing Executive and find our more about Twelve36 Marketing.

SOURCES: 1 Scarborough Research 2020; 2 National Retail Federation (NRF) Consumer View Spring 2020 report, 3 Scarborough Research 2020

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