Gen X spends more money in stores and online than other generations. Why don’t retailers notice?

Generation X, born between 1965 and 1980, often called "latchkey kids," is a generation frequently overlooked due to its size. However, this generation possesses significant spending power, accounting for 31% of all consumer spending despite being only 19% of the U.S. population. Gen Xers spend more than other generations in various categories, including luxury goods, fitness, and overall retail purchases. They are also the primary drivers of restaurant spending, responsible for nearly one-third of all dining expenses. Their concentrated presence in five key states amplifies their economic impact in those regions. Gen X individuals are known for their pragmatism and strong loyalty to trusted brands, with 81% reporting brand fidelity. They are also highly tech-savvy, with 92% using social media daily. Despite their considerable influence, brands are largely failing to target this demographic, with only 5% of influencer spending directed towards them. As Gen Xers are also anticipating significant wealth transfers through inheritance, their spending power is expected to grow even further. This makes them a crucial and potentially lucrative market for brands to capture, despite their potentially dated lingo.