Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Attracting Gen X Ecommerce Buyers With Online Bargain Shopping

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    Attracting Gen X Ecommerce Buyers With Online Bargain Shopping

    Published Date February 22, 2021

    Generation X is looking for bargains, and they are relying on digital options to facilitate their conservative shopping approaches. Despite being raised latchkey kids, which prepared Xers for the isolation and stay-at-home orders that came with the pandemic, the pressures of caring for parents and kids, working from home and the economic impact of the crisis have caused changes in Gen X lifestyles and spending habits. A recent article by Mark Dolliver for eMarketer, discussed the impact of COVID-19 on Gen X spending habits, based on a recent report, Gen X Amid the Pandemic.

    With Bigger Incomes And Bigger Families, Gen X Shoppers Are An Important Consumer Cohort For Brands

    The pandemic impacted spending by Gen Xers, with 51% cutting back on discretionary purchases. Typically, Gen X household spending ($76,788) exceeds that of the national household ($63,036), but Gen X spending was squeezed during the last year. However, “with above-average incomes and bigger-than-average households – and at a life stage that necessitates lots of spending –  Xers remain a cohort marketers cannot afford to ignore,” reported Dolliver.

    Gen X Shoppers Like Deals & Store Brands

    According to eMarketer, “86% of Xers (ages 40 to 54) said they would try a new brand if offered a coupon or discount.” And, many Gen X shoppers are choosing from both online and offline coupons with the best deals winning out. Brands able to reach Gen X with digital promotions and coupons are likely to have an in with these savvy tech users. 

    Gen X, known in the past for being brand loyal regardless of cost, relied heavily on store brands during the pandemic, both out of necessity and for the savings white-label products offer. Preferring store brands is a trend likely to stick around post-pandemic, which could offer grocery retailers an opportunity to nurture affinity for their in-house brands. For big-name CPG brands, bargains and ease of online ordering could be the key to the hearts of busy, bargain-hunting Gen Xers.

    Gen X Shoppers Turn To Digital Platforms For Groceries

    Considered digitally conversant, but not digitally native, Gen Xers are highly tech reliant. Although, Gen X shoppers also enjoy traditional television and stick with Facebook in lieu of trying new social media platforms. GenXers have prioritized digital shopping over the last year, including for groceries, a growing ecommerce vertical, and Gen X shoppers tend to rely on consumer reviews for reassurances when making purchases. 

    As the generation that sits between Boomers and Millennials, Gen X is reachable at many different touchpoints, with multichannel targeting strategies likely to be effective. (Although anything too slick is a no go. The generation that listened to Nirvana isn’t interested in tricks and gimmicks.) Overall, 27% of Gen X says their shifts to online shopping are likely to stick, so it’s essential for brands and retailers to incorporate digital strategies when targeting the Gen X audience.

    Post-Pandemic Splurges Are Likely From Gen X Shoppers

    Like most shoppers, Gen X has indulged in some “retail therapy” during the pandemic. “We’ve actually seen a propensity for shoppers to treat themselves,” said Sarah O’Grady, senior director of brand marketing at Valassis. Some consumers (50.1% of 35 to 44s and 42.2% of 45 to 54s) have leveraged buy-now, pay-later (BNPL) options to enjoy retail indulgences. Additionally, many Gen X shoppers are looking ahead to making big purchases on travel, cars and household goods when COVID-19 is in the rear window.

    Brands should continue to use digital solutions to fulfill the wants and needs of Gen X shoppers during the ups and downs of the pandemic, creating opportunities for engagement and sales, and staying prepared for the future when Gen Xers will feel more confident spending freely again. 

    Seeking New Ways To Maximize Your Customer Acquisition?

    DMS is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Do you want to be a DMS publisher partner? Click here to start the application process.

    Contact DMS
    • Previous Article

      Humor Supports Consumer Engagement & Customer Acquisition For Men’s Grooming Brands

      Humor Supports Consumer Engagement & Customer Acquisition For Men’s Grooming Brands

      Grooming brands that target men, including Dr. Squatch, Bevel and Huron, deploy the gamut of digital advertising strategies to reach online shoppers.

    • Next Article

      Lottery Social Media Campaigns That Have Fun & Drive Sales

      Lottery Social Media Campaigns That Have Fun & Drive Sales

      The lottery sells dreams, and as the pandemic stretches on, many are buying. State lotteries are ramping up their websites, apps and social media activations to market to these dreamers.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.