Boomer Buyers: How to Sell to the Wealthiest Generation

Understanding Baby Boomers 

Born between 1946 and 1964, Baby Boomers today are between 60 and 78 years old. There are two main sub-groups within this generation: Early Boomers (born 1946-1955), who embraced traditional values, and Generation Jones (1956-1964), a more skeptical and tech-savvy group shaped by events like Watergate and the economic issues of the 1970s. Despite their differences, both groups are increasingly comfortable with technology—70% of Boomers use smartphones, and Facebook remains their top social platform, with many also turning to Pinterest for home design inspiration. 

Why Boomers Are a Key Market 

Boomers control about 70% of the disposable income in the U.S., making them the wealthiest generation. They value quality, craftsmanship, and personal service, and are more likely to remain loyal if they feel they’re getting great value. As empty nesters with more time and freedom, many Boomers are focused on improving their homes and lifestyles, making them prime buyers for luxury outdoor products. 

Understanding Boomer Buying Behavior 

Boomers don’t just buy products—they buy lifestyles. When selling outdoor luxury products, highlight how your offering enhances their quality of life, like a luxury outdoor kitchen that facilitates family gatherings. They also expect exceptional service, so building long-term relationships is key. Boomers love the perception of a deal, but it’s more about added value than discounts. Extended warranties or customization options can go a long way in making them feel like they’re getting their money’s worth. 

Marketing to Reach Affluent Boomers 

Messaging 

Nostalgia is a powerful tool. Boomers respond well to marketing that taps into fond memories, so craft your messaging around experiences they enjoyed as children or younger adults, tying them to how your product enhances their current lifestyle. 

For example, if you’re a pool company, evoke their memories of going down to the local pond when they were kids and jumping off rocks to make the biggest splash. A headline like, “Your old swimming hole, reimagined for your retirement years” with a combo image of kids having fun back in the 1950s along with grandparents of today enjoying time at their pool with the grandkids is a great way to evoke nostalgia. That message and imagery takes them back to their childhood while helping them envision quality time spent with the family now.  

Direct Mail 

Boomers still love direct mail—71% of them say it feels more personalized than digital communication. Ensure your mailers are high-quality, visually appealing, and easy to navigate, with clear calls to action like QR codes or phone numbers. A campaign that includes multiple mailers over a few weeks can boost engagement. 

Digital Ads 

Focus your digital ads on Facebook, where 68% of Boomers are active. Consider running campaigns specifically for tablet users, as many Boomers prefer browsing on larger screens. Retargeting Google Ads can also be effective in reaching those who’ve already shown interest in your product. 

Common Pitfalls to Avoid 

1. Pandering: Avoid using stereotypes or portraying Boomers as “old.” They see themselves as vibrant and still full of life. 
2. Underestimating their tech skills: While they aren’t early adopters, they are capable with tech. 
3. Overcomplicating tech: Keep your digital presence user-friendly. Boomers want simplicity, especially when navigating websites or booking consultations. 

Conclusion 

Baby Boomers are a prime target for luxury outdoor businesses. They have disposable income, are buying for lifestyle enhancement, expect exceptional service, and respond well to personalized marketing like direct mail and nostalgia-driven messaging. Stay clear of age-based stereotypes, and make sure your technology is easy to use.