COVID-19 causes digital shift for boomers

How older consumers have adjusted their shopping habits due to the pandemic

The coronavirus pandemic has disrupted consumer purchase behavior across all generations, most notably among those roughly ages 55-74, known as the baby boomer generation. More time at home due to shelter-in-place restrictions has caused this demographic of consumers to utilize more digital offerings that mitigate boredom and offer convenience from home. Katie Jordan, research manager at NRF, joins the Retail Gets Real podcast to share recent data on how this generation has adjusted their shopping habits as a result of the pandemic.

Pre-COVID, boomers typically made less than half of their purchases online, but two-thirds now say accelerated adoption of technology like buy online, pick up in-store and curbside pickup has improved their shopping experience, Jordan said.

Boomers have also embraced delivery services, with over one-quarter having used Amazon Prime or Shipt. Six out of 10 say they're using these services more now, specifically because of COVID-19. Boomers appear to use these hybrid offerings more compared with younger generations because they are most at risk of contracting COVID-19.

Listen to the full episode to learn more about how the baby boomer generation is adapting to digital services in unprecedented ways.

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