When Gen X Takes the Lead In Spending

If you’ve been used to thinking of Baby Boomers as the generation calling the shots when it comes to shopping, it’s time to update your mental map.

New research from Parcelhero and NielsenIQ shows that Generation X—those of us born between 1965 and 1980—are now the world’s biggest spenders. This year, Gen X consumers will outspend Baby Boomers globally for the first time, a lead expected to continue at least until 2033.

Worldwide, they are projected to spend $15.2 trillion, surpassing Baby Boomers’ $13.5 trillion and even outpacing Millennials at $14.7 trillion. In the UK, roughly 13.7 million Gen Xers make up about 20% of the population, and yet we are now the highest earners and the largest contributors of tax.

What’s more, “Gen X is equally happy to splash the cash online. They may be the last analogue generation but they are also enthusiastic digital adopters.”, says David Jinks, Parcelhero’s Head of Consumer Research.

What Does This Mean For Gen X Women?

Plenty. The rise of Gen X will drive significant changes in both High Street and online retail.

From my perspective, this shift signals a subtle but important cultural change. We value quality over hype, reliability over trendiness, and authenticity over empty promises. Brand loyalty also matters to us, but only if a product delivers. We are largely immune to influencer hype; instead, we respond to proof and performance. 

The Way Gen X Spends

Gen X is also the most omnichannel. According to Parcelhero, we research products online, read expert and consumer reviews, and are just as likely to finalize purchases in-store.

Unlike other generations, only 21% of Gen Xers are influenced by TV ads, and just 15% by newspapers or magazines. Social channels like YouTube (47%), Facebook (46%), and Instagram (30%) are key tools for research, helping us make informed decisions.

Financial prudence also shapes our choices. Having lived through the 2008 recession and Covid lockdowns, a third of Gen X shoppers have become more cautious, with 29% actively seeking the best price. Convenience matters, too: tracked shipping, clear refund policies, and easy returns are now expectations, not extras.

The Power of Choice and Influence

As a woman over 50, it’s exciting to know that the choices we make, the standards we set, and the money we spend will influence trends for years to come. We are the generation to watch and, if I may be bold, the generation setting the standard. Whether it’s the books we buy, the vacations we plan, or the brands we support, our influence is unmistakable.

Those who ignore us risk losing relevance in a decade that will increasingly be defined by our choices and our wallets.

So, to my fellow Gen X women: this is our moment. Our experience, pragmatism, and spending power are driving change. It’s a reminder that shopping today goes beyond simple consumption: it’s a statement of influence, a driver of impact, and a reflection of the thoughtful choices we make with every purchase.

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