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Acosta Sales & Marketing is out with a new market research report called "Four Generations in the Aisle," which looks at how generational differences impact shopper behavior, analyzing the Silent Generation (born 1925-1942,), Baby Boomers, Gen X, and Millennials.

Among the conclusions:

• "Gen Xers spend more on groceries than any other generation, with an average monthly spend of $323.10, while Millennials spend the least with an average monthly spend of $252.60."

• "Millennials shop most frequently, making an average of 4.1 routine trips per month. Baby Boomers and the Silent Generation both average 3.6 routine shopping trips while Gen X frequents stores an average of 3.9 times."

• "Millennials are heavily influenced by friends and social/community and shop the store perimeter" ... "Gen Xers are knowledgeable shoppers who use information to guide their decisions" ... "Boomers are fairly brand loyal, and respond to products and retailers that address the 'What’s in it for me?' question" ... and "Silents are brand loyalists who buy what they have bought before."

• "Millennials are making more trips to club and drug channels ... Gen Xers are frequenting grocery and dollar channels most often ... Baby Boomers are shopping more at grocery and club channels ... (and) Silents are going to drug and dollar channels most frequently."
KC's View:
A lot of this makes sense, but I also think it is advisable to remember that none of these groups are homogeneous. Not all the people within any of these groups are the same, and so while observations like these may be a start in understanding the customer, they are just that. A start. Savvy retailers have to drill down a lot deeper if they are to have actionable intelligence with which they can effectively market to shoppers.