The number of Generation X shoppers buying groceries online has grown considerably:
- from 29% in 2018
- to 40% in 2019*1
What do we know about the consumers in general, shopping online and delivery?
- about 43% of all consumers report shopping online occasionally
- 13% of shoppers use same or next-day delivery
- 17% report using home delivery
- 17% use in-store pickup
- about 21% of those surveyed are regular online shoppers who shop either monthly (11%) or "frequent" shoppers who buy online at least every two weeks (10%)
Among frequent shoppers:
- 13% use an online-only retailer "almost every time" and most of them are male, millennial and have a higher income.
Those born between 1965 and 1979 have a higher than average income and incredible spending power. Gen X spends more money than millennials – and the most money on wine and food of any generation. 2
No matter the generation, the in-store experience still matters and:
- 57% of shoppers do not purchase groceries online.
Retailers are battling for loyalty and focusing on criteria like cleanliness, freshness, variety and low prices to drive customer satisfaction in brick-and-mortar stores. While online shoppers rank their online experience better than those in actual stores,
- 43% of consumers who shop online also make more than one trip to their local store every week.
Baby Boomers and mature shoppers tend to associate with a supermarket as their primary store for grocery shopping (58%) but 28% of Gen X name supercenters as their primary store.