Consumer Behavior

Walmart, Amazon, Costco big favorites for boomer consumers

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December 12, 2025

When it comes to shopping the boomer generation's top retailer choices are Walmart, Amazon, Costco, Kroger and Home Deport.

That's one finding from Numerator Generations Hub data that reveals generational differences in consumer behavior and trends.

The data also revealed boomers account for 33.7% of U.S. sales and the average boomer household spends $21,048 each year in stores, making approximately 733 shopping trips which average $29 a trip, according to a press release.

Additional findings about boomer behavior include:

• 26% rarely or never consider new brands.
• More than one in four (26%) boomers said they rarely or almost never consider switching from their favorite brand.
• When considering choosing apparel, boomers care most about comfort (94%), versatility/classic style (68%), and expressing their personal identity / values (55%).