By Ellen Fruchtman, President
So here we are, 2025. By now, you should be either starting or well into prioritizing your marketing initiatives and directing where your hard-earned dollars should be placed. While many of you focus your attention on younger generations like Gen Z and Millennials for bridal, there's a truly compelling case for not overlooking the 60+ demographic or what many call, the "Silver Generation." Let’s not forget these shoppers bring an impressive level of purchasing power to the table and engaging them can create a winning strategy for retailers.
Let’s start with the younger crowd. Older Gen Z and younger Millennials are stepping into important life stages, including getting engaged and married. We know how their habits are changing our business. They love customization and often take cues from social media trends. If you’re a jewelry retailer, having a strong digital presence is essential. This we know. But, Gen Z and Millennials are facing financial challenges affecting their pocketbooks. Many Millennials are in the next phase of life, having kids, buying homes, and minimizing their spending power. Gen Zers are getting squeezed and worried about their economic future. All of this makes it difficult to depend on those generations for your corporate growth.
Now it’s time to move to the next more significant ticket, the “senior” buyer. In our quest to own the bridal market, this is the group that is often overlooked and holds an enormous amount of potential. This group controls 73% of all U.S. wealth. According to Bain & Company, this wealth comes from a lifetime of savings and investments, making them financially savvy consumers. Reports from AARP and articles like those in The Robin Report highlight that in 2025, spending among people aged 60 and older is expected to reach $15 trillion annually. I would say this is a pool of potential buyers that you can’t afford to ignore! The population aged 50 and older will reach 37% by 2025 and 42% by 2050. The State of Fashion 2025 report by McKinsey & Company stated in 2023, consumers aged 59 and older contributed 37% of U.S. retail apparel spending compared to just 23% for Millennials. In 2023, per capita spending on clothing among those aged 59 and older in the U.S. was 21 percent higher than that of Millennials and Gen Z combined. This “Silver Generation” is a major player in overall retail consumption.
How do we get them in the door?
It’s all about building relationships and trust. Offering personalized services is critical. Imagine having design consultations where seniors can create heirloom pieces that tell their unique stories—something that resonates emotionally. They appreciate the finer things in life and often look for craftsmanship that stands the test of time. The beauty of jewelry is that it appeals to all ages, and you have the opportunity to cater to both demographics: engage the tech-savvy younger crowd while warmly welcoming those bigger spenders who appreciate the intricate artistry of fine jewelry. This dual approach doesn't mean diluting your brand; it deepens your market reach.
Many brands are already connecting with both demographics through targeted campaigns. A few examples: Tiffany & Co.'s 2024 holiday campaign, “With Love, since 1837”, stressed their legacy along with their craftsmanship, style, and defining design. Tiffany has been emphasizing the brand's emotional connection to significant life moments for years —appealing to both younger and older consumers celebrating their relationships.
L’Oréal launched its “For All Generations” campaign in 2022, promoting inclusivity in beauty. It emphasizes that beauty knows no age, making it relevant to a wide demographic, from young consumers experimenting with makeup to older individuals looking for quality skincare products.
While we can’t forget the younger consumer, who is by far an important part of your business, suffice it to say that the 60+ market should be an equally important part of your strategy. They’re living longer, feeling better, and, yes, spending money! Include them in your messaging and reach, and it could be the recipe for success moving forward.
