Marketing to Baby Boomers, What do Baby Boomers Spend the Most Money On, and How to get Them to Reach for their Wallets

As one of the largest groups of consumers ever, this generation is as diverse as it is large. Because the Baby Boomer generation is such a big group of people, it can be difficult to create ads that effectively market to the Baby Boomers.

 

However, despite the difficulty, Baby Boomers command a huge amount of wealth, so effective advertising for them is hugely important for businesses in today’s economy. They do however, present a unique challenge in that they also do not like to be “categorized” as any one thing. This makes marketing to baby boomers more challenging than almost any other generation.

 

 It can also mean that many products one might not traditionally categorize as “boomers” products sell very well with them!

 

 

Individuals born between 1946 and 1963 make up the Baby Boomer generation. They spend more than any other consumer group in categories like food, furnishings, entertainment, and travel.

 

Each year, Boomers spend $157 billion on trips and vacations alone. Ads targeting Baby Boomers should highlight their wide range of interests and connect with their values. Moreover, these campaigns must reflect the diversity that defines this group.

 

Baby Boomers earn about $2.4 trillion every year. Yet, only 10% of advertising targets this group (AARP). Boomers are key buyers for travel, adventure vacations, fine dining, second homes, and recreational vehicles. They also spend on personal chefs, trainers, motorcycles, and financial advice.

 

Retro marketing, music tourism, and products connected to musicians’ hometowns appeal to Boomers. Clearly, businesses should pay attention to their preferences.

Competition and Creativity Drive Baby Boomers

Growing up in a large generation, Boomers became highly competitive. Sales tactics that use limited-time offers or fear of missing out work well with them.

 

Baby Boomers prefer unique products and resist being grouped together. Reinvention matters to them. For this reason, marketers should use inspiring phrases like “Imagine if,” “Create,” or “Believe.” These encourage Boomers to see new possibilities and achievements.

 

Research shows Baby Boomers trust traditional ads more than digital ones. They respond best to print, radio, and TV. Cluttered ads with wild fonts or flashy graphics distract them.

 

In fact, too much clutter causes Boomers to ignore up to half of an ad. Therefore, clear and simple designs work best.

 

 

Advertisers get the best results with newspapers and magazines for Baby Boomers. These channels let brands focus on clear messaging and a strong call to action. Clean, uncluttered ad designs with easy-to-read fonts help Boomers remember and revisit brands. Consistency across all brand materials increases trust and encourages buying. Simple layouts also make it easier for Boomers to act.

 

Baby Boomers want to feel unique and valued. Marketers should highlight their importance using phrases like “You’re important to our success” and “We need you.” Because their interests vary, it’s tough to target all Boomers with one ad. Instead, niche publications help brands reach Boomers with specialized interests. As a result, ads feel more personal and effective.

 

 

Baby Boomers expect high-quality customer service. They appreciate in-person interactions with knowledgeable salespeople. Providing options and choices tailored to their needs makes life easier for them.

 

Meeting these expectations leads to loyal Boomer customers. Additionally, Boomers value companies that go the extra mile.

 

Present features and benefits to them in a way that allows them to understand how something will make their life easier and save them time anticipate that they will want this process to be easy as unlike younger generations, they most likely will not want to take the time configuring their choices or set up and will want it done for them.

 

This is especially true of technology, where they may resist any learning curve and prefer something much more “intuitive.”

While it would be easy to say baby boomers spend money in every category and leave it at that, here are a few categories that typically have the highest priority, along with ways companies can increase their boomer marketing efforts and get more engagement from ads targeting individuals 50+.

Adults over 50 control about 70% of all disposable income in the United States and that number will continue to grow as they inherit more from their parents. Planning Vacations and Travel are high on the priority list of the baby boomer generation.  

 

AARP reports that 99% of baby boomers surveyed said they had or were planning to take vacations in 2015 and 2016. These plans don’t seem likely to change in the near future. Even with the rise in cost in airline travel, Boomers did not seem to have much concern about budgeting for their vacations. Popular Boomer destinations are both domestic and international.

 

When surveyed, 67% of Boomers plan to spend more time on their hobbies and interests. Their primary interests continue to be activities like shopping, traveling, entertaining, and socializing. ” Baby Boomers also have more time and money to spend on Leisure activities and hobbies. Often, the activities and pastimes that appealed to them when they were younger still appeal to them now.

 

Targeting Niche markets who are interested in Travel and even seemingly obscure hobbies is easy with specialty magazines that appeal to this demographic. Readers of publications like American History have shown to be active travelers that are twice as likely as the general population to travel for special events, and more than eight times as likely to visit national parks.

 

This group also has a median income of  $101,973 and is avid readers, reading 5 or more books every 3 months.

Baby Boomers defy the idea that they must age. They pride themselves on being forever young. Baby Boomers love new, exciting things. This “active and healthy” generation wants to be adventurous and spends their time with family, having fun, and experiencing new things. Marketing to this generation should reflect these values and their zest for life.

Many Boomers are investing their time and money into their health and well-being just as much if not more so than they did in their younger years.

 

Beauty products like skincare and services like personal training are especially popular among this generation so that they can continue to live their best life as their best self.

Connecting to their family is Big for baby boomers.  This is because they actively spend but also, in some cases, have their extended family living with them.  Baby Boomers also play active roles as grandparents and caregivers for their aging parents.  Because they care for so many family members, they often shop for a broad range of life events.  Anything from gifts for new babies to weddings and senior care is an appealing item for important people in their lives.

For Boomers with an “empty nest,” a four-legged child often fills that space, and they treat them like another family member with needs.  Baby Boomers currently account for 45% of all pet spending, which goes to pet foods, bedding and supplies, and veterinary care services.

Studies show that Baby Boomers spend more on home improvements and repairs annually compared to any other age group. Common home renovations among boomers  vary  anywhere from bathrooms and walk-in closets to more high-end additions like wine cellars  and high-end chefs kitchens

Because Baby Boomers are such big consumers, it makes sense that they would also big consumers of media also. Effective advertising for Baby Boomers includes all types of media but mainly those that are considered more traditional and trustworthy.  A Gallup survey found 40 percent of Boomers said they were spending more on cable and satellite television than in previous years but had no intention of cutting off their cable.

 

Boomers are also loyal readers and subscribers to their favorite publications reading more magazines and newspapers per month than any other generation.  This creates a huge incentive for advertisers to want to be effective at marketing to Baby Boomers.

 

For more information on creating ads targeting Baby Boomers and Marketing to Baby Boomers by including print advertising and ads targeting Baby Boomers, check out this additional post or contact us !