Natural Foods Merchandiser
3 ways to reach baby boomer shoppers with social media

3 ways to reach baby boomer shoppers with social media

Contrary to popular belief, baby boomers are plugged in to social media. Does your natural store know how to reach them?

If you think only your younger shoppers are using social media, it’s time to give some credit to their increasingly tech-savvy parents and grandparents. According to Experian Marketing Services, the 65-plus age group has grown the most in the use of social media in the past two years, increasing by 49 percent.

Three out of every four online seniors use social media in a typical month, as do 82 percent of people ages 55 to 64. Here are three easy tips for extending your virtual reach to these shoppers.

  1. Focus on their favorite hangout: Facebook.
    In 2011, 41 percent of online adults age 50 or older visited Facebook each month, up 25 percent from 2010. Maintain your store’s Facebook page by appealing to key interests of baby boomers: saving money and staying well.
  2. Turn your social leads into sales by linking to your online store, if available.
    As Experian reports, after visiting a social network, 7 percent of social media users visit a shopping site. This is particularly relevant for boomers because they are the largest group of shoppers purchasing consumer-packaged goods products online, according to The Checkout, a shopper behavior study.
  3. Diversify your social media posts to appeal to a wide range of ages—not just boomers.
    Why? Parents and children are increasingly connecting on social media, from 6 percent of parents in 2009 to 18 percent in 2011, Experian reports. This means that engaging your younger shoppers increasingly trickles down to their older family members, and vice versa.
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