2024 Seasonal Spending Across the Generations: Diverse Preferences from Gen Z to Boomers

Understanding the unique shopping habits of each generation is crucial for brands aiming to drive engagement and boost sales this holiday season. From Gen Z’s reliance on social media to Baby Boomers’ loyalty to traditional retail, this report provides key insights into how each generation approaches holiday shopping. By leveraging these generational trends, brands can craft more targeted and personalised marketing strategies, ensuring that their campaigns resonate across age groups.

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It’s no surprise that holiday shopping behaviours vary significantly across generations. These behaviours have been shaped by factors such as technology, the economy and distinct shopping preferences, with each generation having a different approach to how they shop for the holidays. This report uncovers these diverse trends, offering insights to help brands adapt their strategies for the upcoming season.

Here are three key takeaways:

  • Each generation has distinct shopping preferences during the holiday season. Gen Z tends to favour social media platforms like TikTok and Instagram, while Baby Boomers prefer traditional in-store shopping.
  • Economic factors influence holiday spending differently across age groups, with Gen Z likely to increase their spending, while Baby Boomers and Gen X take a more cautious approach to their budgets.
  • Marketing content varies in effectiveness across generations. Gen Z responds best to user-generated content, while Millennials rely heavily on online reviews, helping brands craft more targeted and impactful campaigns.

By tailoring your strategy to meet these generational preferences, you can create more effective holiday campaigns that drive engagement and sales across diverse age groups. Get the full picture in our free report.