Gen X-Plus: Styling the Big Spenders
The over-50s account for an astonishing 71.6% of US wealth and Gen Xers spend more than any other age demographic, making on average over 480 shopping trips a year. We distil the data to show how these older, and still underserved, consumers present a potential goldmine for fashion and lifestyle brands – as well as unpack key style cues that drive their real-life purchases.
50-Plus: Spending, Behaviours & Opportunities
Party On: Perennially Young at Heart
Making a Statement: Attention-Grabbing Individualism
Neo-Traditional Tropes: Authenticity & Gender
Unwaveringly Pragmatic Dressing for Everyday
The over-50s have much more money than the younger generations and, surprisingly, they also spend more of it on fashion than them. We reveal the population-based and economic growth forecasts for this lucrative demographic, with context to support strategies to target older consumers. We also highlight how it’s personal style, rather than trends, that they care about.
The over-50s have much more money than the younger generations and, surprisingly, they also spend more of it on fashion than them. We reveal the population-based and economic growth forecasts for this lucrative demographic, with context to support strategies to target older consumers. We also highlight how it’s personal style, rather than trends, that they care about.
Summary
50-Plus: Spending, Behaviours & Opportunities | The over-50s have much more money than the younger generations and, surprisingly, they also spend more of it on fashion than them. We reveal the population-based and economic growth forecasts for this lucrative demographic, with context to support strategies to target older consumers. We also highlight how it’s personal style, rather than trends, that they care about. |
Party On: Perennially Young at Heart | Eight in 10 people say they feel mentally younger than their actual age (Legal & General, 2024). In addition, nostalgia has been proven to increase feelings of happiness. These facts are especially pertinent to over-50s who are forever young at heart and reference the halcyon days of their youth through their evolved personal style. |
Making a Statement: Attention-Grabbing Individualism | The evolved personal style that manifests in many 50-plus individuals is about making a statement and being seen, in attention grabbing colour, print and pattern and, often, interesting, handcrafted looks. It’s an approach that signals confidence but also brings joy to the wearer, with bold colour scientifically proven to boost the release of happy hormone dopamine. |
Neo-Traditional Tropes: Authenticity & Gender | A romantic and stylised throwback to retro aesthetics that evoke traditional gender roles and old-fashioned dress codes are huge for this demographic, offering both nostalgic glamour and sartorial novelty. Elsewhere, authentic vintage workwear styles build on craft and heritage narratives. |
Unwaveringly Pragmatic Dressing for Everyday | Many Gen Xers and above favour a back-to-basics approach to dressing that values quality and versatility. Practical everyday capsule wardrobes and stealth wealth-esque minimalism appeal for ease and simplicity. Plus the continued popularity of active pursuits and outdoor adventuring drives even more demand for pragmatic-first apparel and comfortable athleisure wear. |
Gen X-Plus: Styling the Big Spenders
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.
