Golden Years Marketing
The Gourmet Retailer, May, 2006, includes an interesting article about marketing to the Baby Boomer generation: those of us who are currently 40 – 60 years old (imagine calling us babies!). Author Michelle Moran points out that this group of consumers spends a lot on high-end grocery products and studies indicate that “boomers are already driving and will continue to influence key areas of the specialty food arena: health foods, natural/organics, gourmet, ethnic, and convenience foods”.
So, how can gift basket businesses capture a piece of this lucrative market?
First of all, this may require you to add to your product mix and include items that are more upscale, and that appeal to the health conscious senior consumers. Finding and featuring a line of healthy, low carb, sugar free items that taste good and are beautifully packaged might go a long way to attracting this new customer base.
Second, look for opportunities to market your business to this consumer group. Is there a health club or community activity center in your community where seniors tend to go? How about the local churches and synagogues that often offer special activities for seniors? Take your brochures and samples of your work to these venues and make the baby boomers aware of the products and services that you offer.
Moran says that “boomers account for 42% of the US households and control half of all consumer spending”. Not only do many of this group have the disposable income to spend, they look for and appreciate the service that a small business can offer.
Think about how your business might tap into this generation of consumers who are celebrating their “golden years” and are ready to indulge!
2 comments May 17th, 2006
