The first baby boomers will turn 80 in 2026, and this population who put its unique stamp on lifestyles and cultures from its beginning isn’t shrinking in influence. Circana’s latest research confirms that while millennials and Gen Z may be garnering a lot of attention, boomers are still, well, booming.

In some ways, these consumers are still in their expansion era. Thanks in part to continual increases in life expectancy, adults 65 and over will be the fastest-growing age group over the next decade, Circana’s data indicates.

That cohort includes members of the Gen X demographic who are right behind boomers. Together, boomers born between 1946 and 1964 and Gen Xers born between 1965 and 1989 have the largest share of spend, with a combined 66% of the U.S. market.

Here are some other silver tsunami highlights from Circana:

Share of spend isn’t the only boomer superpower

This age group is ensuring that its influence that began in the wake of World War II will continue for decades to come via the transfer of wealth. Circana’s data shows that nearly $124 trillion will be passed down to boomers’ heirs by 2048. This wealth transfer is poised to make the millennial generation the wealthiest population in history.

Boomers are redefining retirement as they are reeling in the years

More than one-half (56%) of boomers reported that they expect to work past the age of 70, or not retire at all. It’s not merely economic necessity that is spurring this notable change in the work-life timeline. When asked why they are working past the traditional retirement age of 65r, 78% said they want to stay employed in some way for “healthy aging.”

Yes, they’re tech-savvy

Younger generations may be digital natives, but this mature age cohort is engaged in technology. Circana found that boomers own more smart TVs and other tech than younger counterparts, and, in a key finding for brands, an overwhelming 94% report that they use Google for brand-name searches.

Self-care and longevity are synonymous for many boomers

Of course, members of every generation want to extend their life span and optimize their quality of life as they reach their senior years. Here, too, boomers known for going their own way are taking a different approach to longevity and well-being. Circana’s insights show that that boomers are improving physical health and preventing illness or disease by focusing on how they practice self-care. Among other categories, they are investing in protein-rich foods, weight control and nutritional supplements, mineral supplements, dry eye relief, hearing aids, and topical pain relief to support their health and wellness goals. 

They’re creatures of comfort as they age

Consumers over the age of 55 are driving major growth in the home industry. Circana found that boomers are seeking out home decor items, home textiles, home improvement products, and small appliances.

Mind the Generation Gap

To get additional insights on this perennial-influential cohort — including their shopping channel preferences and attitudes about inflation and discretionary spending, download our latest report, The Aging Arc: Insights into U.S. Generational Shifts.