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Gen X Apparel Shopping Highlights

Gen X navigates the apparel purchase journey in ways that are different from any other generation. Apparel brands and retailers must take note. 

Here’s a look at how much Gen X’ers are spending on apparel – and which factors are influencing their purchase behavior the most. 

Gen X Apparel Budgets

Today’s economic environment is uncertain. Yet, Gen X’ers continue to spend on apparel.

Total (Online + In-Store) Annual Apparel (Clothing + Footwear) Spending
$0
0%
$1-$100
4%
$101-$500
22%
$501-$1,000
28%
$1,001-$2,000
22%
$2,001+
24%

Most Impactful Marketing Channels Among Gen X

Apparel brands and retailers use any number of marketing channels to reach Gen X shoppers. However, user-generated content is what’s most impactful for these shoppers. 

Top Channels Gen X’ers Consider When Deciding Whether to Buy an Apparel Product
Customer Ratings and Reviews
87%
Customer photos and videos
72%
Recommendations from friends/family
56%
Results on Google and similar search engines
28%
Search results on retail sites (e.g. Amazon.com or Walmart.com)
28%

The Importance of Ratings and Reviews for Gen X Apparel Shoppers

Apparel shoppers of all ages depend on ratings and reviews. Gen X’ers are no exception. 

of Gen X’ers consult ratings and reviews at least sometimes when shopping for clothing online.
0 %
read this content at least sometimes when shopping for footwear online.
0 %

The Value of User-Generated Visual Content Among Gen X Apparel Shoppers

Brand or retailer-provided photos and videos are important. But increasingly, Gen X apparel shoppers want to see photos and videos taken by real customers in real life. 

of Gen X shoppers seek out user-generated photos and videos at least sometimes when shopping for clothing online.
0 %
seek out user-generated imagery at least sometimes when shopping for footwear online.
0 %

Gen X’s Reliance on Q&A

When shopping for apparel in-store, Gen X’ers can flag down a sales associate to ask questions. When shopping online, many Gen X’ers get their answers by reading customer Q&A.

of Gen X’ers read Q&A at least sometimes when shopping for clothing online.
0 %
read Q&A at least sometimes when shopping for footwear online.
0 %

Gen X’s Apparel Return Habits

Apparel returns are all too common among Gen X shoppers. It’s impossible to completely eliminate returns. However, understanding the reasons behind returns is key to reducing them. 

Of Gen X’ers who have made an apparel purchase online in the last 90 days have also made a merchandise return.
0 %
Key Reasons Gen X’ers Return Apparel Purchased Online
If you have made a return in the last 90 days, what were the reasons?
I didn’t like the sizing
36%
Item didn’t look like I thought it would
25%
Item didn’t match the description
12%
I bought different sizes of the same item and then returned those I didn’t like
11%
Item damaged or defective
8%

How Gen X’s Concern for the Environment Impacts Their Apparel Purchase Decisions

Increasingly, Gen X’ers pay attention to the environmental impact of their actions. This includes their apparel purchase decisions. 

of Gen X say it’s at least somewhat important to them that an apparel product is sustainably made with natural ingredients.
0 %
feel it’s at least somewhat important that a clothing or footwear product is vegan.
0 %
This research is taken from Apparel Shopping Trends in 2023, a survey of 25,452 US consumers fielded in June 2023.

Check out the survey hub for further insights.
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