How to Attract Multi-Generational Shoppers

When Bert Dagnon took over Salt Walter Gift Shop in Galveston, Texas, in 2019, he had no idea his new role as store owner would also include a deep education in multi-generational marketing.

The shop, which sits right across from the beach along Seawall Blvd., is a popular spot for locals and tourists to shop for towels, sand toys, beach attire, mugs, and Galveston souvenirs, and rent items like bikes and scooters to enjoy along the sand.

Within the first few months, he was noticing vast differences in the ages of his clientele.

“We get the teenagers and early-twenty-somethings crowd in March and April as we work through spring break,” he says. “In later spring, we get the older set as they take spring vacations and cruises. In the summer, we see younger sets of friends coming to the beach, and then in July and August families with small kids.”

One of the best ways he attracts different age groups is to pay attention to the seasonality of tourism in Galveston and adjust the window display to reflect what the visiting generation might be looking for.

“As soon as school gets out, we put our boogie boards and sand toys on display,” he says. “But when school goes back in session, we switch those window displays out for beach chairs and umbrellas because we know the older generations will be looking for items to help them have a relaxing vacation.”

Generational Shopping Behaviors

Marketing to baby boomers is a topic on the minds of many small business owners these days. Shopping in-person remains adults’ preference, with younger generations split between shopping in-person and online, according to the Small Retailer Report, a September 2023 American Express survey of 500 small-business retail decision makers with between five and 500 employees. 

The study found that 65% of Baby Boomers (born between 1946 and 1964) prefer to shop in-person, with that number decreasing for every subsequent younger generation: only 50% of Gen Z (born between 1997 and 2012) say they prefer shopping in-person.

Additionally, the study showed that 77% of Baby Boomers prefer to see, feel, or test products before buying them compared with 56% of Gen X (born between 1965 and 1980), 52% of Millennials (born between 1981 and 1996) and 51% of Gen Z.

Diverse Generational Marketing Ideologies

Nearly 1,500 miles northeast of Dagnon’s shop, in Severn, Maryland, Kristen Kubik runs Business Unfiltered, a marketing consultancy that helps small business owners with marketing and content strategy.  She regularly talks with entrepreneurs about how to attract millennials vs GenX and says many younger generations make purchasing decisions based on their values.

“A lot of Millennials have shifted away from buying by their budget and looking for sales to paying more for quality and even social values,” she says. “That said, the Genv Zers are extremely values-based. They aren’t at all afraid to stand up for what they believe in and are looking at brands, companies, and small business owners who are doing, selling, and saying the things that are aligned with what they believe in.”

These generational marketing trends can be seen at Salt Water Gift Shop.

“I am still trying to figure out those people who are under 20 years old,” Dagnon says. “They will buy a shirt and ask me if it was made with fair-trade cotton. Another example is these little bottles we have with sand from Galveston. They will ask if the sand is actually from our local beach. I will say it is and they will get upset that the sand has been taken from the beach and decide not to buy that item. It’s interesting, though, because 30 to 50-year-olds love that product, and [it] makes them feel connected with Galveston.”

Advice for Business Owners to Attract Multiple Generations

Not sure how to attract shoppers of varying generations? Dagnon recommends looking at your numbers and not being afraid to try new strategies.

“Know your clientele and your cycle of shoppers, then don’t be afraid to run promotions at various times of year and measure the effectiveness of each promotion,” he says. “Look at your point-of-sale system and keep track of what worked and didn’t work, what sold and didn’t sell."

"Gen Zers are looking at brands, companies, and small business owners who are doing, selling, and saying the things that are aligned with what they believe in.” —Kristen Kubik, founder of Business Unfiltered

Dagnon also recommends talking to customers in-person about what's in the store.

“I’ve made a lot of purchasing decisions based on those conversations." he says. "If I miss those chats, I miss my opportunities to sell to them.”

Additionally, Kubik suggests entrepreneurs be true to themselves and vocal about their values to attract loyal customers.

“Staying true to your values, even if those values deter some people from shopping with you, will ultimately help you build community, and that community will turn into repeat buyers for your business,” she says. “Actively building your community will make it easier for you to lean into your values. You can do this by showing up to holiday markets, joining your local Chamber of Commerce, and showing up on others’ social media profiles and actively engaging.”

Dagnon says it's important to also stay on top of industry trends. He does this by frequently looking on TikTok to see what younger generations are interested in and has purchased inventory based on those trends.

“I will also read the industry magazines and go to three or four shows per year to find new things,” he says. “Don’t be afraid to change things around. If it isn’t working, try something new.”

What if a small business owner is afraid of ostracizing certain generations with purchasing or messaging decisions?

“I don’t think you can run your business based on fear,” Dagnon says. “You have to embrace what your market gives you and try to make the most of it.”  

The Takeaway

By listening and learning, you can attract multiple generations to your small business with an inventory that matches their needs and values.

Photo: Getty Images