Expectations and needs are dramatically different. Why consumers buy is psychographics. This is being used today at all levels, from single stores to chains. We all find establishments to buy from where we are psychologically turned on and motivated to buy. This is conveyed not just through attitude but physical structure.
Older people expect orderliness, neatness, cleanliness.
They expect an environment that doesn't entertain them but informs them. It might be if you have a dominant population between 18 and 27 that you must have a look that matches the psychological structure of those people. They don't like the staid environment. So turn them on. You are store owners by day but consumers at night.