Gen X Shoppers’ Clout Often Overlooked

Though Generation X is among the smallest generational cohorts, new research from ICSC shows they are one of retail’s most valuable and underestimated consumers. Born between 1965 and 1980 (which means they are between ages 45 and 60), Gen X has the highest revenue per shopper (RPS), or average purchase, across nearly every category, drives 31% of in-store and online spending, yet represents only 19% of the U.S. population, the study finds.

“Common monikers for Gen X like the ‘sandwich generation’ and the ‘forgotten generation’ speak to Gen X as the overlooked middle between Baby Boomers and Millennials who often get more attention,” said Tom McGee, President and CEO of ICSC. “But our new data tells a different story: They are the powerhouse driving today’s retail economy, spending more per shopper than all other generations.

“Gen X is pragmatic, loyal to brands they trust, and influential decision-makers for themselves, their children, and their parents. For retailers, there is no bigger near-term growth opportunity than winning the loyalty and the dollars of Gen X.”

Of note for retailers: Gen X has a penchant for brick-and-mortar experiences, outnumbering baby bomers, millennials, and Gen Z in in-store revenue per shopper across nearly all key categories, including apparel and accessories, travel, and fitness.

“Their spending power is more pronounced in some unexpected categories; for instance, Gen X’s revenue per shopper for in-store secondhand apparel doubles that of Gen Z and exceeds Millennials — a striking example of their unmatched spending power and value for retailers,” the report notes.

Click here for more from the ICSC study, which included teaming with analytics firm Alexander Babbage to survey just under 100 adults. In addition, the partners conducted a retail behavioral study encompassing $5 trillion in total retail spending, covering five total years of transactions (2020–2024).