The first ad Kerry Johnson saw to mark her 50th birthday this year wasn't for birthday gifts, store discounts or last-minute trips. It was for a medical alert device.
“I get my Life Alert calls and our generation — we’re not that old,” said Ms. Johnson, a senior vice president at a communications firm who splits her time between Oregon and New York. “They’re still targeting us like we’re just two feet away from the retirement community.”
As the biggest shopping season of the year gets underway, Ms. Johnson continues to look for something aimed at Gen Xers like herself. However, she has noticed that the advertising seems to focus on everyone except her generation.
Her experience reflects what many buyers of the generation
This oversight is particularly strange since, according to a report from TD Bank, more members of Generation
And their purchasing power extends over several generations. Many are caring for aging parents while also supporting adult children who have returned home. They also buy gifts for grandchildren, nieces and nephews.
Ms. Johnson's vacation budget continues to increase as her children get older and want more expensive things like electronics. Last year she spent up to $5,000 on Christmas gifts and vacations; This year, she plans to spend about that much or more.
Still, retailers appear to be focusing more on younger shoppers because of their influence and larger demographic. As of Tuesday, 290 transcripts of conference calls and other events from publicly traded U.S. companies this year included a mention of Generation Z. By comparison, 41 included a mention of Generation X, according to AlphaSense, an artificial intelligence research firm. According to a report from retail firm ICSC, only 5 percent of brand influencer spending is targeted at Generation X, despite 92 percent of Generation
Gen X, it seems, is taking on the role of the “forgotten generation.”
“Other than the occasional 1980s-esque movie, you don't hear much talk about it in this generation,” said Tom McGee, the president and CEO of ICSC, who is part of Generation X. “So I think we are forgotten and we would like to be recognized.”
Some generational and retail experts say the reasons are more statistical than personal. Gen X is smaller than younger generations. And Generation X's household situations are different, making it “difficult” to target them, Mr. McGee said. Some are raising teenagers, others are empty nesters, and still others are caring for aging parents, not to mention varying relationship statuses (divorced, married, or single).
It could be a costly mistake for retailers, according to a study by Cerulli Associates, a financial research firm, with a major wealth transfer to the generation in the next decade. The generation is also known for its unusually strong brand loyalty, particularly when an advertisement evokes nostalgia, Mr. Dorsey added.
“In many ways, Generation X is kind of the glue within the consumer spectrum,” he said. “They stand between everyone and actually touch and influence all generations, both older and younger, which is quite unusual.”
And despite higher prices, Gen Xers plan to give expensive holiday gifts, including around events and holidays. According to the TD Bank report, around 36 percent of Generation X plan to give experience-based gifts this year.
That's the case for Julie Murphy, a 53-year-old lawyer who lives in Holliston, Massachusetts. Over the years, she has preferred giving gifts like Disney vacations, Broadway shows, and cash for plane tickets because she values shared moments.
Ms. Murphy's generosity extends not only to her immediate family and other relatives, but also to their partners. Inspired by an ad this year, she bought tickets to Disney on Ice for her nephew and his wife – something she felt wasn't a good fit for her but was a perfect fit for them. She has paid just over $1,000 for these gifts in recent years and plans to continue to do so despite rising costs.
The “Disney on Ice” ad has left Ms. Murphy wondering whether her generation even matters in the holiday shopping landscape.
“I receive hundreds of junk emails a day, and there's nothing in my inbox that feels like, 'Oh, they want my business,'” Ms. Murphy said. “I don’t think I’ll get much marketing this holiday season.”
Beth Peters, The 46-year-old continues a more than two-decade tradition of shopping in stores on Black Friday, often with her mother-in-law during Thanksgiving visits to Toledo, Ohio. As a member of Generation She has noticed that her generation continues to shop in stores, unlike younger generations like her Gen Z children who prefer online convenience.
“We are nostalgic and like the things that speak to us and that are things from our childhood,” said Ms. Peters, a Middle school instructional coach and high school softball coach in Fort Wayne, Indiana.
Ms. Johnson hopes a brand creates something that feels like it's truly for her, rather than just a gift for someone else or that makes Gen Xers feel like “we're 'The Golden Girls.'”
“We are still shaping the culture and are still young enough to be persuaded by a brand that champions it,” she said. “I think they’re missing out on a big success with Generation X.”