People are complex beings. One moment they’re willing to splurge, the next they’re tightening their purses. That’s why it’s important to be flexible and, of course, know who your target market is.
Today, we’ll talk about a consumer market we don’t talk about much: the Gen X. Specifically, why you should tap into their spending power for a stronger, future-proof ecommerce business.
- Gen Xers’ profile and shopping habits 🪪
- Your path to ecommerce success 🛣️
- Strategies to win over the Gen X market 💰
BIG IDEA
We don’t know if you notice, but brands have been laser-focused on targeting boomers, millennials, and Gen Zs. But what about the one middle generation that’s often overlooked—Generation X?
Unfortunately, the ecommerce industry doesn’t devote much marketing effort to Gen Xers even though 90% of them use social media to shop. Digital Media Solutions took a closer look and shared what makes Gen X tick and why they could (should) be your next big target audience.
👤 Who are the Gen Xers?
People in this generation were born between 1965 and 1980 (ages 35–54), sandwiched between boomers and millennials. As for their key shopping habits, here are some stuff to take note of:
- Gen Xers prefer finding new products through a mix of search, social media, and old-fashioned retail stores.
- 19% have snagged a product through an in-app shop in the past 3 months. The same percentage has been swayed by recommendations from influencers.
- About 40% think companies should take a stand on issues like climate change and racial justice, while another 40% aren't on board with that idea.
🏷️ Code name: Bargain hunters
The pandemic has shaken things up for Gen X. While they used to be loyal to brands regardless of cost, they've become much more mindful of their spending now.
- 86% said they'd be willing to try a new brand if offered a coupon or discount.
- They blend the best of both worlds by using digital and traditional methods to hunt for deals.
- They have increasingly prioritized digital shopping, especially for groceries.
- They rely heavily on customer reviews to make purchasing decisions over marketing gimmicks.
And FYI, Buy Now, Pay Later (BNPL) options have become a popular choice for this generation to manage their spending.
So, should you target them?
Definitely!
Brands that engage with Gen Xers will be in a strong position as their spending confidence rebounds. And those that successfully blend digital and traditional approaches will find a receptive audience in this generation.
The key is to stay in tune with their shopping habits. This way, you can effectively connect with Gen Xers and meet their changing needs. 🤝
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BITES OF THE WEEK
- Shopping Seoul: DYK South Korean Gen Xers make up more than 50% of online shoppers?
- The X Factor: Discover who Gen X consumers are and why and what they buy.
- Digital Utilitarian: The Gen Xers’ approach to digital is more practical compared with other generations.
ACTIONABLE ADVICE
5 ways to win over Gen Xers’ hearts (and wallets)
Now that you’re reminded of Gen X’s existence (and why you should turn your eyes on them), you’ll need the perfect strategy to capture their attention. Fortunately, The Pull Agency has outlined some great ways to connect with them:
- Embrace video content. Gen X loves this type of content. Just make sure your videos are authentic and reflect real-life experiences. Skip the overly idealized portrayals—keep it real and relatable.
- Keep the messaging positive. For example, if you'll address real-life challenges like aging, tackle it in a supportive and positive approach. ➕
- Be straightforward. Provide clear, direct-to-the-point information about your products. Showcase real data and explain how your products work in simple terms.
- Leverage influencers and UGC. While Gen X is cautious about influencers, they do value recommendations from those they trust. Choose influencers who are relatable and of a similar age, and then add UGC and reviews to enhance trustworthiness. 🌟
- Build trust through transparency. For Gen X, trust is crucial, and new brands need to work harder to earn it. Beyond UGC and reviews, being clear about your store policies can help establish credibility.
💱 Trust is the highest currency
To win the Gen X market over, you should be transparent, genuine, and consistent. This generation values honesty and straightforwardness, so avoid any gimmicks or exaggerated claims.
By building a solid foundation of trust, you can turn Gen X into loyal customers who appreciate and support your brand for a long time.
