Beauty Store Business magazine - January, 2020

Generational Marketing

Knowing the distinctions between the baby boomers, Gen Xers and Millennials who shop your store impacts your bottom line.

Each of us is a product of our upbringing, the influencers in our lives, major cultural and political events of our generation and education, among other factors. What shapes us in our early years ultimately impacts who we are as adults—our preferences, personalities and general attitudes about the world. It also impacts who we are as consumers and how we make purchase decisions.

In fact, shoppers of different generations buy differently. They have different mind-sets, different priorities and different preferences. And retailers who lump all shoppers into one group are less successful than those that recognize the differences and cater to them.

Right now, there are primarily three generations shopping in independent beauty stores: baby boomers, Generation Xers and Millennials, aka Gen Y. Besides having differing beauty product needs, each generation has varying shopping and marketing preferences. Understanding how best to reach each generation and anticipate their interests and shopping needs can yield a significant increase in sales.