As Black Friday shopping frenzy sweeps across the globe, a new demographic is quietly asserting its dominance in consumer spending. Recent data from Brazil reveals that Generation X (aged 45 and above) has emerged as a formidable force in this year's holiday sales.
The survey shows that 84% of Gen X respondents plan to participate in Black Friday deals, with over 40% preferring online shopping channels. What makes this generation particularly noteworthy is their substantial purchasing power: nearly one-third intend to spend more than 800 Brazilian reals (approximately $160) on both home appliances and electronics.
In a departure from traditional shopping patterns, Gen X consumers are increasingly influenced by short-form video platforms. Product reviews and tutorial content on apps like Kwai now play a pivotal role in their purchasing decisions. This shift suggests brands must reevaluate their marketing strategies to effectively engage this growing consumer segment.
Electronics, home appliances, clothing, furniture, and home decor dominate Gen X shopping lists, accounting for over 70% of their planned purchases. However, their spending habits show notable variation across categories. In personal care and cosmetics, 60% of Gen X shoppers plan to cap their budgets at 300 reals (about $60), demonstrating more conservative behavior in this sector.
These findings highlight how Generation X is reshaping Black Friday commerce through distinctive spending patterns and decision-making processes. Brands that successfully adapt to this demographic's preferences may gain significant competitive advantage during the crucial holiday shopping season.