Otherwise, they tend to be bargain hunters, using store brands over nationally advertised ones. They like price guarantees. When advertising to this group, keep in mind that they are information hungry. This group reads the fine print, so stress product benefits, ways to streamline their lives and the facts. Set up displays that are easy to shop and tie-in related items from other departments.
Time is still pressed, work is important.
They have kids in college, and aging parents are a growing concern. This group also demands convenience and service. Although they shop less frequently, they are more loyal. They value selection, price and quality, in that order. Feeling younger than the previous generation of 50 year olds, they participate more actively in outdoor activities.