When marketers or business analysts talk about generational values, they often focus on Gen Z or Gen Alpha. And rightfully so. There’s much to be learned about how the youngest cohorts view the world and how that translates to consumer behavior.
But there’s another generation retailers and brands should be paying attention to. Though often overlooked, Gen X now wields the most purchasing power of any generation.
Independent, Resilient and Strong
Growing up, Gen Xers were dubbed “latchkey kids” – thanks to being one of the first generations entrusted to let themselves in and take care of themselves after school.
These days, these adults roughly 46-60 years old, are known as the sandwich generation who is often simultaneously caring for both aging parents and their own children.
It’s no surprise then, that Gen X sees itself as “independent,” “resilient,” and “strong,” according to a recent Numerator survey.
Often Overlooked, But With Big Impact
According to Numerator, Gen X now commands 34.1% of spending across consumer packaged goods, general merchandise and quick service restaurants. Baby Boomers are close behind at 33.7%, but Boomers and older Americans have seen their spending power drop 10 points since 2020, while Gen X’s has remained steady.
Despite having the most purchasing power, many Gen Xers feel that brands focus too much on younger consumers, according to a new survey from Curion Insights. 93% of adults over 50 say brands miss the mark; only 7% of these consumers think brands market in a way that is authentic to them.
A study from the International Council of Shopping Centers (ICSC) had similar findings. “The message for retailers focusing their marketing on Gen Z, Millennials, and Baby Boomers is clear: Recognize the immense value of the generation in the middle,” said ICSC President and CEO Tom McGee. “The future of retail growth isn’t defined solely by the youngest or oldest shoppers — it hinges on recognizing and capitalizing on Gen X’s established and growing spending power.”
What It Means for Brands and Retailers
According to eMarketer, “While marketers see more upside in targeting younger consumers because they offer a longer runway for loyalty and cultural relevance, the reality is that Gen X shoppers’ relative financial security makes them more likely to be reliable spenders as economic pressures constrain Gen X budgets.”
To connect with Gen X, brands and retailers should get to know more about what makes this generation tick (generally speaking) and what will help move the needle:
- Gen X prioritizes value, but they are also the cohort with the lowest share of private label purchases. Source: GWI, Numerator
- Gen X uses both traditional and digital media to discover products, but 55% do their research before making a purchase – a much higher percentage than younger generations. Source: GWI
- Interestingly, older consumers are more trusting of AI for some traditional retail functions: 75% of Gen X and 66% of Boomers trust AI to compare prices, compared to just 51% of Gen Z. Source: YouGov
- When it comes to pop culture and relaxation time, live sporting events, digital detoxing and weekly TV episodes rank high for Gen X. In stark contrast to Gen Z, “romanticizing your life” content gets low marks from Gen Xers. Source: Morning Brew
- When it comes to home life, Gen Xers spend heavily on outdoor entertaining, major kitchen renovations, comfort and wellness. They like smart home items and anything that makes cleaning more convenient and easy, especially as their bodies age. Source: Tom Mirabile/The Inspired Home Show 2026 keynote
Access a recording of Mirabile’s keynote and other education sessions from The Inspired Home Show 2026 here.