That’s the take of a survey by VibrantNation.com, which found that, when it comes to clothes, Baby Boomer women spend a lot not only on themselves, but on others as well.
“If she likes shopping in your store, she’s more likely to buy clothes for others there, too. If she doesn’t like shopping in your store, it’s going to take a lot for her to give you her business, even if she’s buying clothes for others,” said VibrantNation.com founder Stephen Reily in a post about his survey.
He polled the women on his site, described as “what vibrant women know”, and found that 43 percent of respondents regularly buy clothes for their spouse or partner. Almost a third buy clothes for their adult children, while 22 percent buy clothes for grandchildren, and 6 percent say they buy clothes for their parents. Others report buying clothes for daughters-in-law, siblings, and friends, too.
“And their shopping for others is not limited to holiday or birthday purchases, as it likely was for their mothers. They are buying clothes for others almost as often as they are doing it for themselves. 65 percent of them buy clothes for others either once a month or once a quarter,” said Reily.
Reily reminds retailers that when a Boomer women is in their shop, they’re shopping for up to four generations.
“These new survey results make an even stronger case why fashion brands and retailers should be doing everything they can to make this Vibrant woman happy to buy their products,” he said.