The Digital Baby Boomer: How to Drive Online Sales
The baby boomers are here — and they’re clicking “buy.”
Born between 1946 and 1964, baby boomers are the second-largest generational segment in the U.S. and hold the greatest purchasing power. They’re also the biggest spenders per transaction, outpacing younger generations across nearly every category — from health and wellness to pet care and apparel.
And yes — they shop online. A lot.
The Boomer Shift to E-Commerce
Today, 90% of boomers shop online, and 39% shop weekly or even daily. COVID-19 accelerated their digital adoption, and their online shopping habits are here to stay. Combine that with their brand loyalty and willingness to spend, and you have a powerful —often overlooked — audience for digital growth.
But if you want to win their wallet, you need to win their trust.
What Matters Most to Online Boomer Shoppers?
1. They Trust Reviews — So Make Them Count
82% of boomers read online reviews before making a new purchase. Unlike younger shoppers who may buy impulsively, boomers want reassurance. They’re researchers.
What brands should do:
- Actively encourage verified reviews postpurchase.
- Highlight reviews from customers in their age group to create familiarity and trust.
- Feature review sections prominently on product pages.
2. They Crave Simplicity
According to Mintel, brands and retailers that deliver a simple, intuitive shopping experience are far more likely to win with this generation. Confusing interfaces, hidden fees and complicated navigation are deal-breakers. For boomers, clarity and convenience drive conversions.
Make their experience simple by offering:
- “Buy Again” buttons or easy reordering
- Guest checkout (no forced account creation)
- Clear product info, shipping policies and returns
- Prominent contact options — phone, live chat or email
3. They Need to Feel Secure
Boomers are less likely to save credit card info online and are wary of fraudulent websites. In fact, they’re nearly twice as likely as millennials to feel unconfident identifying scams.
Build their trust with:
- Secure payment options and SSL certification
- Security badges and money-back guarantees
- Transparent policies and contactable customer support
4. They Shop Where They Want — Often That’s Not Your Website
Baby boomers are more likely than any other generation to shop through third-party retailer sites like Amazon and Walmart. These platforms offer the convenience, price comparison, and trusted checkout experience boomers value most. Make it easy for them to take action: don’t hesitate to include direct links to your product pages on those platforms from your website. It’s a simple step that can drive more conversions and meet boomers where they already shop.
If your product isn’t available where they shop, you’re effectively invisible. While selling on these platforms may impact margins, the trade-off is access to scalable, high-intent revenue. Meeting boomers where they are isn’t optional — it’s a must-have.
Boomers are not just adapting to digital — they’re thriving in it.
Baby boomers bring expectations shaped by decades of customer service, value and trust. Brands that respect their buying behavior will earn their loyalty — and their business. If you make it easy, trustworthy, and personal, boomers will buy. And they’ll come back.
Ready to win with the generation that holds the most buying power?
Contact GKV today to learn how to effectively market to baby boomers and capture your fair share of this high-value audience.
