Catering to Older Consumers.

A nationwide survey by WSL Strategic Retail, New York, "How America Shops, 1998," compares the shopping behavior of people 55 to 70 with those under 55. The trends are clear and send a warning: If retailers ignore mature customers, they will go away. They may return for the basic necessities when there is a good sale, but they will not do the kind of shopping that leads to browsing and impulse purchases. They will not come looking for what is new, drive seasonal sales, or help build profitability.

For several years, retailers have been struggling to increase sales and profits by attracting loyal customers. In their zeal to bring in preteens, teenagers, and the young adult market, most ignore mature individuals who as a group represent 33% of the country's adult population and have the discretionary money to spend. The result is not surprising--mature buyers are going away.

Certain retail outlets are definite losers among people 55 to 70. Department stores, malls, home improvement centers, and specialty and discount clothing stores are showing the greatest net declines in attracting older shoppers. Management of these retail outlets needs to consider seriously how they can survive in a new millennium with such a large percent of the population decreasing the amount of shopping they do in these stores.

The winners are...