Generation X is finally getting the spotlight it deserves. Born between 1965 and 1980, this group is now in its prime spending years.
According to NielsenIQ’s 2025 report, The X Factor, Gen X will lead global consumer spending until 2033 and will spend over $20 trillion USD.
In high-income markets like the UK, their peak will stretch from 2026 to 2036. That’s more than Millennials and Boomers combined during the same period.
In fact, Gen X is expected to form the world’s second-largest consumer market in 2025—second only to the United States and nearly twice the size of China’s total spending. But is this generation, the huge spending power it has, and the opportunities it presents to retailers, being overlooked? Are they the overlooked power spenders?
Retailers who act now can build strong, lasting relationships with this valuable group.
Generation X: The Quiet Economic Force
Generation X may not be as loud as Millennials or Gen Z, but they have serious buying power. They are experienced, financially stable, and loyal to brands they trust. Many are homeowners, parents, and professionals. They value quality, reliability, and good service.
In the UK, Gen Xers are often the decision-makers in households. They shop for themselves, their children, and sometimes their ageing parents. This makes them a key audience for supermarkets, fashion retailers, tech brands, and more.
Why Retailers Should Act Now
The clock is ticking. Gen X’s spending power is at its peak, but it won’t last forever. By the 2040s, their spending influence will start to decline. Retailers need to connect with them now, and build lasting relationships—before the opportunity is missed.
Many marketing strategies still focus on younger generations. But Gen X is more likely to stick with a brand once they’re happy. Winning their trust now could mean years of repeat business.
What Generation X Shoppers Want
NielsenIQ’s research shows that Gen X shoppers are:
- Value-driven: They want quality products at fair prices. They’re happy to pay more if it means better performance or durability. Fast-fashion, and cheap imitations don’t appeal to them.
- Time-conscious: Many juggle work and family. They prefer fast, easy shopping experiences—both online and in-store.
- Health-aware: Wellness matters. They look for healthy food, clean beauty products, and clear labelling.
- Tech-savvy—but practical: They use technology, but only if it makes life easier. Think smart home devices, click-and-collect, or loyalty apps. Social media use isn’t as prominent as for Millennials, but they aren’t afraid of using it when it suits them.
Tips for UK Retailers
To win over Gen X, UK retailers should:
- Make it easy: Offer smooth online shopping, fast delivery, and helpful customer service. Click-and-collect is especially popular in the UK.
- Be transparent: Gen X values honesty. Show clear pricing, product details, and return policies.
- Highlight quality: Use messaging that focuses on durability, performance, and long-term value.
- Use email and loyalty schemes: Gen X responds well to email offers and loyalty rewards. These tools are often more effective than social media for this group.
- Show your values: UK shoppers care about the environment, and ethics. Highlight eco-friendly packaging, local sourcing, or charity partnerships.
Regional Relevance
In the UK, Gen X is especially responsive to brands that support local communities and the environment. Retailers like John Lewis, Marks & Spencer, and Boots have built strong reputations with this group by focusing on trust, service, and social responsibility.
Final Thoughts
Gen X may not be the trendiest generation—but they are the most dependable. They have money to spend and are looking for brands they can rely on. UK retailers who focus on Gen X now will be well-placed to grow loyalty and sales in the years ahead. To find out how Omni Capital Retail Finance can help you, contact us.
