Generous Grandparents

As buyers grandparents appear to be an important untapped market for a number of reasons. Between 1980 and 2000 the median income for households headed by someone 65+ increased 22% as compared with only 6% for households in general.

Almost half of grandparents are 60+ and one-third are under 55. The average grandparent has four grandchildren and grandparents are now living longer on average than in the past. Today, without being targeted as buyers, grandparents purchase almost 25% of toys sold in the US. Grandparents also pay for travel and summer camp and purchase computers, clothes, and investments for their grandchildren.

Grandparents: The forgotten market segment
The boomer Report
News and Views About Marketing and Research Among the Baby Boomers and Mature Markets
Aug 22, 2005