Key Takeaways:
Generation X has long been overlooked by retailers. But despite making up just 19% of the population, their influence is outsized. Born between 1965 and 1980, this group is the decision makers, as they are buying for themselves, their kids, and their aging parents, accounting for 31% of all in-store and online spending.
A new report from the International Council of Shopping Centers (ICSC), Gen X: The Overlooked Generation With Outsized Impact, analyzed $5 trillion in US retail transactions. Based on a survey of 1,086 adults and five years of behavioral data, ICSC found that Gen X delivers the highest revenue per shopper, shows strong brand loyalty, and influences multigenerational spending.
What Gen X Wants from Stores
Gen Z stands out for its strong preference for physical retail, with 77% of respondents feeling more confident purchasing in person due to the tactile experience and human connection. These consumers expect a seamless experience: accurate inventory, consistent staffing, and clear communication. When they find stores that meet those expectations, they become extremely loyal shoppers.
“This focus on value, convenience, and trusted brands means Gen X is treating beauty and wellness not as indulgences but as investments in their long-term health and confidence,” said Stephanie Cegielski, Vice President of Research and Public Relations at ICSC. “For retailers, this means emphasizing trust and lifestyle enhancement over trend-driven marketing, as Gen X spends intentionally on wellness to sustain quality of life.”
Spending Habits
Gen X balances household management, caregiving responsibilities, and multigenerational financial influence. This cohort outpaces all others in average annual household spending, reaching nearly $96,000, according to the latest Bureau of Labor Statistics data. They also have increased expenditures by 25% since 2020, the fastest growth rate among adult generations. With a projected $1.4 trillion in inherited wealth going to Gen X annually over the next decade, 35% of that is likely to be directed toward retail and experiences.
Gen Xers also report the most positive life outlook of any generation (56%), which supports expectations of increased spending over the next year in nearly every category except luxury goods. Their mindset reflects a shift toward intentional spending focused on comfort, wellness, and quality-of-life improvements.
How Gen X Shops and Where They Look for Recommendations
Gen X consumers utilize both online discovery and in-store buying, preferring the convenience of digital tools like self-checkout, mobile apps, and social platforms, yet they remain loyal to brick-and-mortar shopping. It’s all about practicality: Gen X tends to research products online, check reviews, compare options, and then finalize their purchases in person. They also rely more heavily on recommendations from friends and family than on algorithms or influencers.
Given their active online presence, it's important that brands continue marketing to Gen X. Cegielski highlights e.l.f. Cosmetics as a brand that has included Gen X in its international marketing campaigns, while other beauty brands have marketed products that simplify routines for this cohort. “These examples underscore what resonates most with this generation: experiences that are seamless, relevant, and designed to fit their busy—and often stressful—lives,” said Cegielski. “Brands that deliver on that promise will be best positioned to earn Gen X’s loyalty and spending power.”
What Retailers Should Do Next
Gen X values their time and seeks out simple shopping solutions. For beauty and wellness, Cegielski emphasizes seamless omnichannel integration: “To target Gen X, beauty and wellness brands should think in terms of continuity: use digital channels to build trust and education, then make the in-store experience confirm and elevate that confidence,” she said. “Features like online booking for in-store consultations, loyalty programs that work across channels, or digital follow-ups after an in-person purchase can be especially effective.”
Thus, ICSC suggests retailers remove friction and build trust to win over Gen X consumers. That means making stores easy to navigate, keeping lines short, and investing in knowledgeable staff. It also means targeting the ZIP codes where Gen X is most concentrated and preparing for the massive inheritance wave that will drive even more spending. ICSC also recommends that brands communicate with Gen X directly through helpful emails, trustworthy reviews, and consistently great service, demonstrating their understanding of this generation's priorities.
