Skip to content
Chart of Gen X online shopping habits

Generation X Lifestyle and Buying Habits

Recent statistics on consumer spending by generation show that Generation X’s annual expenditure is the highest across all age groups in the United States. With expenditures of over $80,000 per year, this makes them a particularly attractive target audience for businesses.

If your brand caters to Gen X buyers, it would help to gain a clearer picture of their shopping preferences. Here’s a look at Generation X’s lifestyle and buying habits—both online and offline.

Start selling online now with Shopify

Start your free trial

Gen X online shopping habits

According to the latest data on Gen X’s online shopping habits, products related to entertainment and electronics are the generation’s most purchased items over the internet. More than one out of every three Gen X consumers (37%) say they acquire these items online.

These Gen X online shopping habits also extend to clothing and shoes, with 32% of the generation buying products in this category over the internet. This is followed by goods related to leisure, sport, and hobby, at 27%.

Beauty and pharmaceutical products are also frequently purchased online, with 25% of Gen X buyers doing so.

Other categories Gen X consumers shop for online are:

  • Jewelry and accessories: 21%
  • Automobile parts or accessories: 21%
  • Groceries: 19%
  • Children’s products: 19%
  • Home and garden: 19%

Gen X shopping habits (offline)

Chart showing: Gen X shopping habits (offline)

Generation X’s lifestyle and buying habits offline look rather different from their shopping preferences on the internet.

Groceries top the list of items this generation shops for in-store—nearly two-thirds (65%) of them do so. Incidentally, baby boomers’ and Generation Z’s shopping habits show a similar pattern, with more than half of the consumers in these two age groups preferring to do their grocery shopping in person. For both of these groups, groceries are the most-bought items offline.

Pharmaceutical products are the second-most popular items Gen X consumers buy offline, done by 49% of them. Products in the home and garden category are also popular items Gen X buyers prefer to purchase in person. The data on Gen X’s shopping habits offline shows that 44% of them buy these goods in-store.

Clothing and shoes and beauty items follow, with 39% and 37%, respectively.

Here are some other shopping categories and the percentage of Gen X buyers worldwide who prefer to acquire them offline:

  • Jewelry and accessories: 36%
  • Automobile parts or accessories: 36%
  • Electronics: 31%
  • Leisure, sport, and hobby: 31%
  • Children’s products: 26%
  • Entertainment: 22%

Want to learn more?