Boomers vs. Gen Z: How each generation shops on Black Friday

If you've been following us, you're all set for Q5 and 2025 . But let's not forget Q4 - specifically, Black Friday. No, we won’t get into the “is it worth it” discussion. That is too evergreen.

We have something that will probably not shock you. But it’s interesting. Ready?

For this Black Friday, you need to understand what your target wants.

WHAT? Don’t they just want discounts because they’ve been waiting to buy everything at a lower price?

Maybe. But the valuable question is: who are they buying for? As you know by now, we use GWI a lot. And here’s the latest insight:

1. Self-care: People are treating themselves MORE than others. Clothing and electronics top the self-gift list.?
2. Gifting anxiety is real: 34.7% plan to buy some of their winter holiday presents during Black Friday, but a huge percentage is unsure what to buy. And that differs by generation.?
3. What people buy for themselves vs. others? Wildly different. One-size-fits-all campaigns are, as we are tired of hearing, not working that well anymore.?

So, what does this mean for your Black Friday comms?

It means you’ve got two months to prepare campaigns that speak to both the self-care seekers and the confused gift-givers. Two months to figure out how to make your brand stand out in the Black Friday noise without resorting to the marketing equivalent of caps lock.

Now, take these insights and layer them with generational data. Mind. Blown.

• Boomers: They've got the money, but 34% are unsure to spend it during Black Friday. Focus on value and necessity to convince them.
• Gen X: 53.8% are ready to spend. Make it easy for them to say yes.
• Millennials: 24.3% are in, but 19.2% are hesitant. What's holding them back?
• Gen Z: 64.7% are ready to shop (highest of any generation!) with only 18.9% unsure. Craft campaigns that resonate with their values and expectations.
• Cross-category collabs: Personal electronics buyers need accessories. Clothing shoppers need care items. Parents are buying for themselves and their kids. Connect those dots in your campaigns.
• EOY Shopping Focus: With over half of consumers planning to do at least some holiday shopping during Black Friday, create campaigns that highlight the benefits of early gift-buying.

If you want to sell products, you should be tapping into behaviors, solving dilemmas, and simplifying the buying process.?

Once you’ve got that covered, and you’re ready to reach your target where they are, at the right time and channel - we’re GLADTOBE of service .