Over 50s shopping online for Xmas

Millennium, an  agency that focuses on marketing to the mature, polled more than 500 people online over the age of 50 across the UK and found that the internet has become their favourite method for shopping, challenging stereotypes suggesting they are averse to embracing technological developments.

28 per cent of respondents said they preferred to do their shopping online; the highest response for any category and superseding the traditional dominance of the high street or city centre, which garnered 23 per cent. 

Furthermore, over half (58 per cent) agreed that the internet took the hassle out of shopping and books were the most favourite online purchase, with 60 per cent of all respondents stating that they would favour the internet over any other outlet to select their next book. 

Men are also more inclined to shop online, with 35 per cent stating that it was their preferred shopping environment, contrasted with just 19 per cent of women. 

When questioned about Christmas shopping in particular, there was a stark gender divide too, with only 35 per cent of men stating that they liked to buy presents for others, as opposed to over half (54 per cent) of women. 

The survey also suggested an increased attitude of cynicism towards the more consumerist aspects of Christmas on the part of the over 50s, with a near-unanimous 97 per cent feeling that Christmas had become more commercialised since they were children, regardless of respondents’ gender.   

A further 92 per cent felt Christmas was now too commercialised full stop, although the survey highlighted apparent contradictions within the mature market with regards this contentious issue. 

Whilst nearly all bemoaned the increase of consumerism, 13 per cent confessed to getting into debt trying to create that festive cheer and nearly a third (29 per cent) also divulged that they would spend in excess of £500 this year on presents, decorations, food and drink. 

Sarah Robson, Research Director, Millennium, said: “Our survey highlights some of the complexities and apparent contradictions of the mature market with regards their changing attitudes to Christmas.

“Whilst nearly all have concerns with how Christmas is becoming more commercialised, many still spend large amounts of money, perhaps too much for their means, in order to create what they perceive to be the ideal Christmas.  They are also embracing the internet as a means to ease that Christmas shopping experience.

“Retailers should also take note that the high street has been superseded by the internet as the preferred shopping location for the mature market for those already online.  Those interested in capitalising on the unprecedented wealth held in certain brackets of this demographic need to think carefully about how they approach those online. 

“With 80 per cent of all consumer wealth accounted for by the over 50s, this really is a golden opportunity for marketers, but a judicious approach must be taken to see this wealth translate into sales.”