Les Baby boomers et leurs habitudes de consommation

Boomers Take Their Shopping Habits with ThemThe traditional view that older people significantly reduce shopping has been challenged by new research in the latest « How America Shops 2004 » study of consumer habits. The percentage of older shoppers, ages 55 to 70, who are « heavy shoppers, » (making four or more shopping trips weekly) increased significantly from 2002 to 2004, moving up from 22 percent to 35 percent, according to the ninth bi-annual How America Shops® study conducted by consulting firm WSL Strategic Retail. « This increased shopping behavior likely reflects the mindset of a new generation of older shoppers, the baby boomers, who are taking their middle-aged spending habits with them, » said Candace Corlett, director of the 50+ Marketing Directions practice at WSL Strategic Retail. I want what I want, where I want it, and at low prices Older boomers have honed their shopping expertise and are now among the most demanding consumers. When asked why they shop particular retail outlets, the three top reasons were, « always in stock, have what I want » (47 percent); « convenient location » (32 percent); and « lower prices » (32 percent). Demographic distinctions that once typified specific shopping outlets continue to blur as all races, income levels and ages