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Boomer Apparel Shopping Highlights

Boomers browse and buy clothing and footwear differently than any other generation. They still hold tremendous purchasing power, so brands and retailers must take note of their unique habits and preferences. 

Here’s an overview of how much Boomers are spending on apparel – and which factors have the biggest influence on their purchase behavior.

Boomer Apparel Budgets

We’re in the midst of economic uncertainty. Yet, many Boomers continue to spend on apparel. 

Total (Online + In-Store) Annual Apparel (Clothing + Footwear) Spending
$0
0%
$1-$100
9%
$101-$500
35%
$501-$1,000
30%
$1,001-$2,000
17%
$2,001+
9%

Most Impactful Marketing Channels Among Boomers

Apparel brands and retailers use a mix of marketing channels to attract and convert Boomer shoppers. However, customer ratings and reviews are most influential among this group of shoppers. 

Top Channels Boomers Consider When Deciding Whether to Buy an Apparel Product
Customer Ratings and Reviews
79%
Recommendations from friends/family
52%
Customer photos and videos
47%
Search results on retail sites (e.g. Amazon.com or Walmart.com)
29%
Results on Google and similar search engines
24%

The Importance of Ratings and Reviews for Boomer Apparel Shoppers

Boomers depend on ratings and reviews to make informed apparel purchase decisions. 

of Boomers read 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 Boomer Apparel Shoppers

Brand or retailer-provided imagery is still important. But a growing portion of Boomer apparel shoppers specifically seek out photos and videos taken by customers who have actually purchased the product in question. 

of Boomer 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 %

Boomers’ Reliance on Q&A

One of the benefits of shopping for apparel in-store is the ability to ask questions of a sales associate. This isn’t possible when shopping online. However, many Boomers bridge the gap by reading customer Q&A.

of Boomers read Q&A at least sometimes when shopping for clothing online.
0 %
read Q&A at least sometimes when shopping for footwear online.
0 %

Boomers’ Apparel Return Habits

Boomers are no strangers to returning apparel purchased online. Understanding the reasons behind returns is foundational to reducing them.

of Boomers who have made an apparel purchase online in the last 90 days have also made a merchandise return.
0 %
Key Reasons Boomers 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
27%
Item didn’t look like I thought it would
18%
Item didn’t match the description
8%
I bought different sizes of the same item and then returned those I didn’t like
6%
Item damaged or defective
4%

How Boomers’ Concern for the Environment Impacts Their Apparel Purchase Decisions

There’s growing concern for the environment among Boomer shoppers. This concern impacts apparel purchase decisions among this generation. 

of Boomers 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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