Industries
Resources
Liquid Mix is so Powerful
It feels like having your own media analyst with up to a 45x return on investment... read more
Company
Solutions
Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
SOLUTIONS
Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
SOLUTIONS
Featured Insight:
U.S. Consumer Behavior and Shopping Trends by Generation
A profound shift in consumer influence is underway. Different generations, shaped by unique life stages and watershed moments, are redefining the retail landscape. Their shifting priorities, values, and purchasing behaviors continue to influence this evolution. Understanding these dynamics is no longer optional — it’s essential for growth...
U.S. Consumer Behavior and Shopping Trends by Generation
Just as each generation has its own catchphrases and styles, age groups can be defined by their buying behaviors. Longer life expectancies and quicker generational turnover have led to a broader spectrum of cohorts, from babies now considered Generation Beta to seniors in the Silent Generation. Today, a notable generational shift is underway, as these six generations redefine the retail landscape. Brands and retailers can create impactful go-to-market strategies and gain market share by not only identifying their target audiences but understanding them and tailoring products and services to their unique needs. Circana’s data and experts uncover the attitudes, preferences, and purchase habits of cohorts who are flexing their spending muscle and contributing to the growth of relevant products and channels.
Which Generations Have the Most Buying Power?
Generational Spending Power: Boomers Dominate Today, Millennials and Gen Z Drive Tomorrow
All generations have spending power to varying degrees. The youngest Gen Beta population were just born this year but their needs – similar to the Gen Alpha group born between 2010 and 2024 – influence their parents’ and caregivers’ purchases. The oldest cohort, the Silent Generation, continues to drive sales across many categories as they move into their 80s and 90s.
The age demographics with the largest share of spending include Gen Z, millennials, Gen X and boomers. Boomers currently dominant retail spending, because of the sheer size of the demographic, their needs at this life stage and their wealth.
Although boomers and Gen X now have a 65% combined market share, the next cohorts will drive future growth. According to Circana’s research, Gen Z and millennials will fuel 60% of retail sales growth by 2030. Millennials are poised to become the wealthiest generation in history, due to a sizable transfer of wealth from their boomer parents.
Attitudes and Habits That Drives Spending Across Age Groups
Each generation has unique priorities that affect what, when, where, and how they buy. Understanding the “why” behind those priorities enables brands and retailers to connect with each cohort in an authentic, relevant way.
The Boomer Boom
Circana’s data reveals that the biggest spenders – the boomers – seek simplicity, comfort and meaningful family moments. Their early years took place during postwar prosperity, and today, many are shifting wealth to their families as they are near or in retirement.
Gen X pragmatism
Behind boomers, Gen X consumers who are at the midlife stage seek functionality, efficiency, and value, according to Circana’s findings. They have dual caregiving roles for their kids and their parents and also face financial pressures as they plan for retirement.
Lifestyles shape millennials
Millennials between the ages of 29 and 44 are the largest age cohort in 2025. In their prime earning years, they are driven by lifestyle, convenience, and sustainability. This demographic has been influenced by their experiences that include the Great Recession and the dawn of social media.
Gen Z and the importance of identity
Gen Z consumers, with a leading edge born in 1997, are highly educated and known for aligning their values and buying habits. They look for products and services centered on identity, self-expression, and ethical consumption. Their values are shaped by their circumstances, as they have lived through the pandemic era and inflationary times.
How Balancing Multi-Generational Retail Strategies Unlocks Success
Targeting by Generation: Why Understanding Age Nuances Drives Retail Success
Retailers and brands need to understand both stark differences and nuances between age groups – especially the ones with the most spending power - to best engage their audiences in a rapidly-evolving retail landscape. Companies can use information including purchase-based targeting and audience segmentationto develop strategies geared to certain age groups. This way, they bring relevant products to market and share authentic messages.
In-store versus e-commerce purchases
Not surprisingly, generations shop differently in today’s omnichannel marketplace. Younger generations frequently buy online via e-commerce and social commerce channels and leverage technology to inform their decisions. Older generations like to visit physical stores but also appreciate loyalty programs with digital rewards.
Preferred shopping locations are rooted in generational trends. Circana’s data affirms that Gen Z shoppers seek value at dollar stores and formats with lower prices. Millennials, meanwhile, balance buying online and visiting traditional retail stores.
Tech adoption by cohort
Digital engagement varies across generations. Gen Z consumers, for example, are digital natives and Gen Alpha is the most digitally savvy generation ever.
That said, all generations, including boomers in their senior years, are present in the digital space. This means that seamless omnichannel experiences and strategies that include mobile devices are important for each cohort, just in different ways. It also underscores opportunities for brands and retailers to customize messages on digital platforms.
Solutions
Connect with Generations Using Circana Solutions
Target generations with the tailored strategies
Circana is a leading advisor on the complexity of consumer behavior. Our unmatched datasets, actionable insights across all generations, and predictive optimization and media activation allow you to connect with cohorts in the ways that resonate most with them and work best for your brand and operation. The powerful combination of audience segmentation data, market and category data, and purchase and sentiment data give you a full picture that identifies gaps and opportunities within each age group.
