News
 What
You Need to Know About Gen X Before Mailing
Attention, retail direct marketers – it’s time to
get to know the Generation X demographic, really
well. Why? Because they’re the group who’s most
likely going to buy your products.
According to a recent study by research firm Unity
Marketing, GenXers are more likely to buy luxury
goods than other demographics including the affluent
Baby Boomers. The study reveals that the GenX group
spent 6.3 percent more buying luxuries that the Baby
Boomers. The biggest spending gap was in the home
luxury goods category, where GenXers spent 28
percent more than boomers on average.
The report states that the two generations are
affluent and represent the core target market for
luxury marketers. But given their different
lifestages – they both exhibit different luxury
shopping behavior. This is a key point in knowing
how to target your marketing endeavors to both
demographics more effectively. Some 55 percent of
the affluent consumer households are headed by Baby
Boomers, ages 42 to 60, who are approaching or are
already in their empty-nesting lifestage.
The report states that 25 percent of the affluent
market are GenXers, aged 30 to 41, who are in the
family formation and young children at home
lifestage.
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