X世代：被忽视却影响深远的一代报告

Introduction:TheQuietPoweroftheGenXConsumer Compared to Baby Boomers and Millennials, Generation X flies under the radar as a valued financial force. This influentialgroup of prime earners, born roughly between 1965 and 1980, is smaller in size than the Boomer and Millennialfor themselves, but for aging parents as well as children who rely on them. This cohort carries considerable economic swayin so many ways, and yet it is routinely overlooked by marketers and brands that are chasing other buyers. The lack of attention on Gen X consumers is even more notable given the generation's growing financial clout. With $42trillion in wealth at the start of 2025, and a collective $1.4 trillion a year projected to come their way in inherited assetsover the next decade,3 Gen X is a powerhouse consumer sector that retailers should be prioritizing. The takeaway is clear: Generation X wields the kind of purchasing power brands should be fighting for. To get a comprehensive understanding of this pivotal but often-overlooked consumer segment, ICsC took a close look atwhat motivates these midlife consumers. In this study, we examined s5 trillion in U.S.retail spending to show why Gen Xplays a disproportionately powerful role in driving both in-store and online growth. The findings contribute to a growingbody of research by ICSC that explores how different generations interact with-and reshape-the marketplaces and spaceswhere people shop,dine, work,play,and gather. In many respects, Gen X ranks as retail's most potent yet underestimated consumer group, as this new research reveals: Despite being one of the smallest demographics by size, 45- to 60-year-olds drive the highest value per shopper of anycohort: Gen X consumers represent just 19% of the population, yet account for 31% of in-store and online spendingand outpace all othergenerations in revenue per shopper (RPS). .34%of GenX consumers have orexpectto receive an inheritance.While Gen X is financially powerful, they are also being stretched to the limit. Three in four are caregivers for childrenand/or parents and more than half are stressed about rising costs, retirement savings, and healthcare. Gen X consumers bring financial clout, brand loyalty and multigenerational influence to every transaction. Their tastes arerewriting the rules of loyalty and service and the future of brick-and-mortar. While brands battle for Boomer loyalty andMillennial mindshare, Gen X is powering the bottom line. About this study From June 27, 2025, through July 1, 2025, ICSC and the analytics firm Alexander Babbage conducted a national surveyof 1,o86 adults. In addition to consumer research, ICSC and Alexander Babbage conducted a retail behavioral studyencompassing $ 5 trillion in total retail spending, covering five total years of transactions (2020-2024), allowing for trendanalysis and year-over-year comparisons. The analysis includes a total of $3.1 trillion in-store spending and a total of $1.9trillion in online spending. It covers 426 total retailers across 11 major retail categories and 43 unique retail subcategoriesRevenue per shopper (RPS) reflects the total dollars spent per transaction, calculated as the total observed sales divided bythe total observed number of transactions. It is also referred to as average purchase or average basket. Section 1: PowerShoppers With HighExpectations Gen X consumers can get lost in a retail environment teeming with messages that seldom seem to reflect their needsand wants. While marketers posit that younger consumers are primarily the ones they need to attract to buildloyalty, our research suggests the opposite. Though Gen X may not be the noisiest segment in retail, they are makingtheir presence felt where it counts: at the checkout. Gen X represents only 19% of the population but drives 31% of Figure 2 To better understand how Gen X compares to other generations in spending, we analyzed average transaction receiptsacross a broad array of retail categories. For instance, when buying home furnishings, Gen X leads by a wide margin-outspending Baby Boomers by nearly 80% and more than double what Gen Z spends per purchase (Figure 3). The enduring appeal of brick-and-mortar To get an even fuller picture of Gen X's spending behavior, we looked at the channels where the generation directs itsdollars. Seventy-seven percent of the respondents we surveyed say they feel confident purchasing at physical locationsdue to its tactile advantages and human connections, both of which are elements digital channels can't fully match. Theirspending habits underscore this preference, demonstrating that they have a preference for brick-and-mortar. Gen X spends(RPS) in most sectors (Figure 4). At fitness centers, for instance, Gen X spends $93 on average per in-store transaction.That's around 64% higher than the amount Baby Boomers spend on average per in-store transaction, and more than fourtimes the amount Gen Z consumers typically spend on average at t