Encore consumption: Investigating trends in the apparel expenditures of older consumers in the United States

Abstract

Employment among workers aged 65+ has increased considerably since the 1990s, and by 2020, older individuals will account for approximately 25% of U.S. workers (Hayutin et al., 2013). Despite controlling large amounts of disposable income, a mere 10–15% of all advertising dollars are aimed at older consumers (Brady, 2013). This research investigated the effect of employment on older consumers’ expenditures. Results indicated that older consumers’ annual expenditures have increased over time, and employment impacted consumption levels. The study contributed to the understanding of a largely untapped consumer segment, and added to the body of knowledge by examining apparel-specific consumption by older consumers.