Baby Boomers Shopping Beauty Online


DENVER—Shoppers ages 50 to 54 lead the charge when it comes to purchasing health and beauty products online (52 percent), according to the latest issue of The Checkout, an ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research.

All age groups show an increase in shopping online, with an overall increase in shopping in general—in contrast to The Checkout's results from last year that showed 73 percent of shoppers who were buying more online, were not shopping more, they were just shopping differently.

Last year, The Checkout also showed that Boomers were the largest group of shoppers purchasing consumer-packaged goods (CPG) products online, including beauty products.

"The flexibility and simplicity of shopping online becomes even more appealing the busier people get," said Randy Wahl, executive vice president, M/A/R/C Research. "Shoppers across all demographic groups aren't just becoming smarter, they are now making the time to find the best deal."