What influences 55+ crowd holiday shopping decisions

As a brand or a retailer, you might be busy defining holiday shopping strategy for Gen Z and millennials, for they are the most tech-savvy. But let's chat about a crucial segment of shoppers that sometimes gets overlooked: the fabulous 55+ crowd a.k.a boomer holiday shoppers.

Forget everything you think you know about older shoppers, because their habits might surprise you ( as the Bazaarvoice Holiday Consumer Report 2025 shows).

Let's deep dive into it.

Budgeting smart, not just spending less

First things first, inflation is a real topic for everyone, and our 55+ shoppers are definitely feeling it. Nearly three of five (56%) plan to tighten their holiday budgets this year. This isn't about being stingy; it's about being smart.

They're looking for value and stretching their dollars further. However, a good chunk (22%) aren't letting inflation faze their holiday spending. And for those who are increasing their budget, it's a smaller group, at just 7%. So, think thoughtfully, not necessarily extravagantly.

1. Brands? Not always a big deal!

When it comes to brand names, here's where it gets interesting. Over a third (38%) of older shoppers actually don't pay much attention to brand names when gift shopping.

It's more about practicality and quality than the label itself. This is a heads-up for premium brands: if you're targeting this group, focus on why your product is a great value, not just its name.

• Timing is everything (but not always a rush)
  Our 55+ (boomer) holiday shoppers are pretty organized. Almost half (45%) like to spread their purchases out over several months. And a significant 38% are buying early to dodge those pesky price increases.

While Black Friday and Cyber Monday are still on their radar, they're not waiting just for those big sales as much as younger folks (only 30% are sales-driven). So, the early bird gets the worm, and the savvy shopper gets the deal.

Speaking of early birds, many in this age group are kicking off their holiday shopping even before October. About 17% start in September, and a good 9% are already on the hunt between April and July. This shows a thoughtful, planned approach to holiday prep!

2. BNPL? Nah, we prefer to pay in full

Here's a clear differentiator: "Buy Now, Pay Later" (BNPL) options aren't big with the 55+ crowd. A whopping 68% prefer to pay for their purchases in full. Only a small 7% are using BNPL more this year. This tells us that financial prudence and avoiding debt are top of mind, and traditional payment methods are still king.

3. Free shipping? Yes, please! speed?

When it comes to getting their gifts delivered, free shipping is the absolute priority. Nearly half (45%) would actually buy an extra item just to qualify for free shipping.

But fast shipping? Not as big of a deal.

Only 9% would add items for quicker delivery, and just 4% would pay extra for it. So, focus on making it free, not necessarily lightning-fast!

• Where the shopping journey begins (old favorites and local gem)
  Guess what? The mall is still a hot spot. Over half (51%) of boomer holiday shoppers start their holiday gift hunt by heading to the mall. And a solid 28% love to begin at local, non-chain stores. While they do use search engines for research (40%), the strong preference for physical stores means a great in-store experience is still super important for retailers.

• Social media is more for inspiration, less for buying
  Social media's influence really shifts with age. Only 30% of boomer holiday shoppers actually discover gift ideas on social media , and even fewer (14%) have ever bought a gift directly through a social media platform's shopping feature. For this group, it's not a primary shopping channel. In fact, a significant 53% say social media has no influence on their holiday purchases.

• Influencers? Not my cup of tea.
  If you're thinking of using influencers to reach older shoppers, you might want to rethink your strategy. A massive 88% of those 55 and older are not influenced by content creators when holiday shopping. When they do look for recommendations, it's usually from trusted friends and family (25%).

4. What content does help?

Reviews and gift guides.

Good old-fashioned written product reviews are still kings, valued by 61% of this group. And here's a fun fact: older shoppers actually prefer gift guides more than younger folks (32%). They appreciate curated lists that make their decision-making easier.

• A healthy mix of shopping online and in-store.
  It's not all about online or all about in-store - it's a blend. While 63% of 55+ consumers will be hitting the physical stores for some of their holiday shopping, they're also active online. A good portion (27%) will do most of their shopping online with some in-store visits, and another 27% split their shopping equally between online and in-store. So, retailers need to ensure a smooth experience no matter where the customer is browsing.

• Reviews and trust depends on the brand
  What about buying a gift with no reviews? For 56% of older shoppers, it "depends on the brand or product". This shows a strong reliance on established trust and brand reputation.

When they do check reviews, nearly half (48%) look for a balance of both positive and negative feedback , and about a third (32%) try to see if the review sounds like it was written by a real human.

• AI content is "No Thanks" from the experienced crowd
  Here's a big one for the future of holiday marketing: AI-generated content is met with a lot of skepticism from the 55+ age group. A significant 45% are less likely to buy from a brand using AI-generated content , and 36% would never holiday shop on social media in the first place.

  Most older adults (42%) also believe AI can't authentically capture the holiday spirit at all. Their biggest concern? AI-written product reviews (28%). Authenticity is key.

• Recommendations
  When it comes to getting proactive suggestions and recommendations from brands, older shoppers are pretty neutral. A notable 52% say it wouldn't change their opinion of a brand at all. They also show the highest indifference (47%) when asked about their preferred type of recommendation.

5. Conclusion

So, there you have it. The 55+ holiday shopper is discerning, values practicality, and prefers a more traditional, trustworthy approach to their holiday shopping. Understanding these nuances can help everyone have a more joyful and successful holiday season.