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SymphonyIRI is out with its third-quarter MarketPulse report, suggesting that while generation X - the demographic group born after the Baby Boomers and before the Millennials - may be more hopeful about the economy than other demographic groups, it also tends to be more frugal than baby boomers and seniors.

Some excerpts:

• "Gen-Xers were graduating from college and entering the adult world after the 1987 stock market crash and the recession that followed, so many were left jobless and moved in with their parents. This somewhat "bleak inheritance" shaped their future financial attitudes and shopping behaviors much like The Great Recession has influenced millennials.

• "Even though Gen-Xers are more financially optimistic versus the average shopper--24 percent think their financial situation has improved during the last 12 months, and 37 percent feel their finances will improve during the coming year--this generation is very cost conscious and careful about their purchases."

According to MarketPulse survey results of Gen-Xers:

• 37 percent buy brands that are on sale rather than their preferred brands versus 45 percent of millennials, 27 percent of boomers and 22 percent of seniors.

• 32 percent select products to create more meals at the lowest cost possible versus 39 percent of millennials, 27 percent of boomers and 19 percent of seniors.

• 33 percent choose products based on loyalty card discounts versus 35 percent of millennials, 25 percent of boomers and 16 percent of seniors.

• 20 percent steer clear of certain aisles to avoid unplanned purchases versus 22 percent of millennials, 15 percent of boomers and 11 percent of seniors.

The study also suggests a high level of technological engagement by this generation, with 55 percent of Gen-Xers downloading recipes off websites and other online sources, 52 percent downloading coupons from manufacturer websites, 51 percent downloading coupons from retailer websites, 51 percent downloading coupons from couponing sites, such as SmartSource, and 38 percent researching products online.
KC's View:
This kind of information simply illustrates something that we talk about a lot here .. that the company with the most information will win.

This is all good information about Generation X and other generations, but only actionable if companies start to determine how their shopper demographics break down, and figure out unique ways to appeal to their various needs and concerns.