New/Old Boomer Challenge
Baby boomers, who were born between 1946 and 1964, represent 28 percent of all Americans, have an average disposable income level of $24,000, and average household income in excess of $70,000.
The Numbers Don’t Lie
Needless to say, this generation has big numbers all around. So, say you’ve been doing a nice job selling to 25- to 45-year-olds. Your sales are good, maybe not outstanding, but you’re profitable. Considering that you’re just barely targeting the tip of the boomer iceberg, think about all that money that’s being left on the table. Why not consider expanding your line so it appeals to 46- to 60-year-olds? Maybe create a spin-off catalog just for boomers, offering slightly more conservative, easy-fitting clothes that still have style?
