Walkers to the left, canes to the right

How did I get here?

Maybe a better question is “when” did I get here.

In just a few short months I will be eligible to live in an “active adult community”. What a nice euphemism “the house I will most likely die in”. Not me, Jafar.

The over 55 community near me is fairly affluent with home values in the 700 thousand range. However, I have yet to see anyone living there that is even remotely close to 55. 75 maybe, but certainly not 55.

But the over 50 crowd should not be ignored in your marketing. In fact, you should be seeking out affluent 50+ prospects in you niche with gusto. They are responsible for more than half of all consumer spending in the US

Consider this:

• They have strong earnings: Compared to full time workers 18-49 who have a median salary of $55k, those over the age of fifty earn $65k. Their average net worth is 52% higher than age 18-49. (Source: Simmons Spring Fall 2020).
• They spend more: The 50+ head of household accounts for 53% of all consumer spending, including more than 70% on both prescription and non-prescription drugs, 61% on household supplies and 51% on food (Source: US Consumer Expenditure Survey). In fact, the 50+ crowd accounts for 72% of the spending on body care & upkeep; cosmetics, shampoo, lotions and glop.
• They love tech: 91% of the 50+ consumers owns a smart phone. they are also responsible for the majority of electronics (TV, Audio) small & large appliances and entertainment.
• They are voracious content consumers: No matter the media, these people consume and devour content. 955 watch TV, 90% are online, 81% read magazines and 76% listen to the radio.
• They shop online: even before stay at home orders were all the rage in 2020, 75% of this demographic made online purchases. 41% of all e-commerce spending is controlled by the 50+ crowd.

The moral of the story?

Sell to people that have money, regardless of age, sex, etc.

Why on earth would you waste your precious marketing dollars trying to attract poor people with little to no money?

That makes no sense.

• Target Neiman Marcus shoppers, not Dollar store.
• Target neighborhoods with manicured lawns, not trailer parks with cars on cinder blocks

You get the picture.

Remember, you won’t profit unless you implement,

Vance “I feel 22 again” Morris