When retailers talk about “key consumers,” the conversation often circles Baby Boomers (with their lifelong savings) or Millennials and Gen Z (with their cultural influence). But there’s a generation in the middle that’s quietly pulling more weight than most brands realize: Generation X.
Born between 1965 and 1980, today’s Gen Xers are 45 to 60 years old—a small cohort (just 19% of the U.S. population) but a mighty one, according to new research from ICSC. The data paints a clear picture: Gen X has the highest revenue per shopper (RPS)—think average purchase amount—across nearly every retail category. What’s more, they drive 31% of all in-store and online spending. For a group often labeled the “forgotten generation” or “sandwich generation” (caught between caring for kids and aging parents), that’s no small feat.
“The nicknames say it all—Gen X gets lost in the shuffle between Boomers and younger generations, who tend to grab more headlines,” says Tom McGee, President and CEO of ICSC. “But our research turns that narrative on its head. This is the powerhouse keeping today’s retail economy moving. They spend more per shopper than any other generation—and that’s a game-changer for brands that know how to reach them.”
What makes Gen X such a valuable audience? For one, they’re pragmatic. They don’t chase trends for trend’s sake—they stick with brands they trust, and when they find something that works, they’re loyal. They’re also influential beyond their own wallets: as the “sandwich generation,” they often make purchasing decisions for their teenage or young adult kids and their aging parents, expanding their impact across demographics.
But perhaps the biggest surprise? Gen X’s love for brick-and-mortar shopping. In nearly every key category—from apparel and accessories to travel and fitness—they outpace Boomers, Millennials, and Gen Z in in-store revenue per shopper. They’re not just browsing, either: they’re buying, and they’re spending more when they do.
Take secondhand apparel, for example—a category many associate with Gen Z’s thrifting obsession. ICSC’s report reveals Gen X’s in-store RPS for secondhand clothes doubles that of Gen Z and tops Millennials, too. It’s a stark reminder that Gen X’s spending power isn’t just limited to “traditional” categories—they’re active, engaged shoppers across the retail spectrum.
For retailers, the takeaway is simple: sleeping on Gen X means leaving money on the table. This isn’t a niche audience—it’s a core group driving nearly a third of all retail spending, with a track record of loyalty and higher per-purchase spending. Winning Gen X’s trust isn’t about flashy campaigns; it’s about delivering quality, reliability, and experiences that respect their time (whether online or in-store).
In a retail landscape obsessed with the next big thing, Gen X is the steady force brands need to prioritize. They’ve been overlooked for too long—but the data makes it clear: ignore Gen X at your peril.
To view the full Gen X: The Overlooked Generation with Outsized Impact report, see the PDF.
Source: ICSC