By Patricia A. Patton
Each year the holiday season seems to begin earlier and earlier. The mature shopper, especially the mature female shopper, may in fact be among the earliest holiday shoppers. But only the smart marketer will be able to get these dollars. As lifestyle leaders who have changed the advertising world with their sheer numbers alone over the past 30 years, mature shoppers understand when we are being marketed to in a way that appeals to us. And with a basic understanding of who we are, it is possible to entice mature shoppers during the holidays to buy your products.
According to AARP, key characteristics of the 50+ market are as follows:
Now if you target Beyonce or Taylor Swift, don’t expect me to tag along even though I am a big fan of both. Conversely, targeting “boomers” broadly will most likely not reach me either. Because, in general, no one marketing message is optimized for the entire 50+ group. A marketer who takes the time to understand this knows this is critical to persuading me to buy their products.
To make my point, think of the Toyota Venza or Harley Davidson ads versus the Cialis’ ads. In the former case, the advertisers have appealed to the values and interests of the demographic rather than appealing to a diminishing need, as in the latter example. In addition, the average 65 years old today will likely live to 80 years old; and according to some research, control 60 % of the nation’s income by 2015.
To entice the mature shoppers during the holidays, here are 5 things to remember:
These five simple considerations can make a big difference to a smart marketer’s bottom line.
About the Author: Patricia A. Patton is the Publisher of BoomerWizdom, a blog focusing on health, travel, and technology. On the website PatriciaAPatton.com, she coaches individuals and conducts group classes for older adults who are reimagining their lives in meaningful and entrepreneurial ways.