It’s interesting to see a new study that reports the buying power of baby boomers is remaining strong for now.
Despite the fact that boomers are beginning to retire in the U.S., they continue to have money to spend, according to research by The Nielsen Co. and the Hallmark Channel.
Baby boomer households made up nearly $230 billion in sales of consumer packaged goods products and represent 55 percent of the total of these sales, the study reports. The research found that the boomer households’ share of these sales is 5 percent higher than their share of population.
I wonder if this trend will continue as the economy worsens and more boomers retire.
The research was part of new effort by Hallmark and Nielsen in which 125,000 consumers use a scanner to report on the products they buy.
This allows Hallmark to document the impact of their programming against advertiser’s marketing targets, which will help media buyers and planners better target their client’s spending.
Lets hope so…it shows there is more dollars out there than one would think.
Thanks for stopping by The The PopArtDiva Blog, my retro pop culture blog for baby boomers yesterday, Rita.
I sure could have used these statistics on a post I did about television at The Boob Tube Blog where I talked about network tv’s blindness to the buying power of those of us over 50!
Yes, I think baby boomers will continue to buy for now. But I am a little bit worried for the years to come.
Pascale
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