Merchandising Trends for Boomers Over 55: The Future Ain't What It Used to Be

Yogi Berra said it best—“The future ain’t what it used to be.” There’s a whole new paradigm for life over 50 in America, and it will have a sweeping impact on how we merchandise homes to this growing group of consumers.

Yes, times certainly have changed. In the 1950s, you were elderly at 65 and considered too old to work, and too old to play. Seniors were expected to spend their days rocking on the porch or puttering around the house waiting for life to take its toll. This generation survived the Great Depression, and money was a constant worry even for those who were able to make a full financial recovery. Some who had saved up for old age “splurged” by renting small affordable apartments that offered only the basics—a small eat-in kitchen, living area, bedroom, and bathroom. They considered bells and whistles like washer/dryers, walk-in closets, and even wall-to-wall carpeting to be unnecessary extravagances that were a “waste” of money. There was no need to merchandise to this group, basic shelter was all they wanted and all they intended to pay for.

In the late 1960s, the next generation of seniors was reaching retirement age and drastically changed America’s view of the “golden years.” Members of the Eisenhower Generation reached their 60s and proudly considered themselves “senior citizens.” They accepted their age, but they weren’t about to stay put like the previous generation. This group was, and still is, all about lifestyle. They began to migrate in droves to new communities that promised an exciting active resort lifestyle where they could live and play with people who were at a similar stage of life.

For the first time, builders saw active seniors as a viable niche market and found that this consumer was willing to pay cold, hard cash to live in an age-restricted lifestyle community. Shelter wasn’t their primary motivation; resort destinations and social amenities were the big sales draw. Builders got the attention of this group with heavily merchandised clubhouses, restaurants, and activity rooms. This strategy has worked for decades and is still working for many Eisenhower Generation buyers, but how much longer will this aging generation be active, and will today’s active adult lifestyle communities have the same attraction for the baby boomers?

Thirty-eight million baby boomers are between the ages of 47 and 58, and many are considering their next move. Fifty-five is the new 40, and every boomer will tell you that 40 is the prime of life. Study after study tells us they want nothing to do with the stigma associated with being a senior citizen or living in a community filled with “old people.” The boomers’ approach to life and how they want to spend their future is completely different from the active adult home buyers that we have come to know so well. We must understand where the boomers are coming from in order to know where we, as merchandisers, are going. Recent research on this important consumer group leads us in the right direction, but merchandisers must creatively think outside the box to motivate the boomers to make the decision to buy.


Retirement is Just a Transition

The baby boomers see retirement as a transition; not a termination. Although most are determined to continue working, many will do things differently in the future. They tell us they might launch a new career, start their own business, or scale back the number of hours they work in their current job. In essence, they are looking forward to having the flexibility to work and do the things they enjoy.

Home offices will be extremely important to those who see themselves telecommuting or working full-time at home. In models, the office should show an efficient use of space and perhaps high-tech gadgetry that will make the boomers feel they can remain in control by staying in touch with the outside world as they work.

Provide spaces that suggest that they will be able to do the things they always wanted to, but never had time for in the past. Boomers may not have had time to cook every night during their busy careers, but show them that they can now have fun making meals the main event. Martha Stewart wannabees will be drawn to high-end kitchens that include professional-grade appliances, warming drawers, and wine refrigerators. Specialty rooms such as a writer’s retreat, an artist’s studio, or a celestial study might also capture the imagination of this generation that is so eager to spend time doing the things they enjoy.


Self-Indulgence and the Me Generation

The boomers don’t mind standing out in a crowd, in fact, they seem to thrive on expressing their individuality. Many will jump at the chance to add custom details to their home like crown molding, built-in bookshelves or display cases, palladian windows, and high-end materials for counters, cabinets, and floors. Their love of luxury, albeit within a laid-back lifestyle, should be reflected throughout the model.
Mixing up colors and materials is an emerging trend that is well-suited to a generation that thrives on being unique. Show boomers they can express themselves with stone or hardwood flooring throughout the house. These materials lend themselves to mixing, matching, and creating a wide variety of patterns. Also mix and match kitchen countertops and cabinetry by using one kind of wood for the cabinets and another for the center island. Another way to mix it up in the kitchen is to use one type of material for the counters and another for the top of the island, or use the same materials but in different colors.
Feel free to take design risks that appeal to the boomers’ “everything goes” attitude. Use colorful palettes and merge the old with the new. Sneak in a few antiques among new furnishings. Some merchandisers are putting traditional damask fabrics on contemporary furniture and modern fabrics on traditional furniture. This eclectic style goes a long way with a generation that has “just gotta’ be me.”
Show boomers spaces where they can be outrageously self-indulgent. A spa area that includes a massage table and Pilates mat conjures up thoughts of relaxing “me” time. A wine cellar with an adjacent tasting room lets boomers fantasize about indulging themselves and their friends. Designing a luxury laundry room equipped with a cabinet that air-dries clothes as they hang, and a special sink that washes delicates with adjustable micro-jets is another great way to get boomers to remember that your model fits the way they want to live.
Be sure to capitalize on outdoor living spaces. If a patio or courtyard can be readily seen from an inside room, seize the opportunity to make the view unique. Private or semi-private outdoor living spaces can be merchandised with an outdoor fireplace, kitchen, bar, speakers, or water feature that will make nature-loving boomers say, “Wow! I want to live like this.” There are a variety of themes for outdoor living that strike a chord with this consumer group, ranging from a secret garden retreat to an ultimate party place. Be creative. The baby boomers, many of them high earners, have been there and done that. What they really want is the opportunity to experience something new.


Tap into Strong Social Ties

Surprisingly, the Me Generation holds unusually strong social connections with family. Design interiors that evoke the boomers’ warm feelings of having those they love at home.
Strong design emphasis should be placed in the kitchen and great room. This is the social hub of the home where they entertain and check in with the rest of the household. Kitchen cabinetry that adds architectural detail will make this area feel more like a living space than a workspace. A kitchen large enough for more than one cook, ample prep space, two sinks, and an island large enough to sit at while socializing with the cooks will go far in the minds of boomer prospects who like to host large family gatherings. Show them a kitchen where preparing a meal is as much fun as consuming food.
An informal great room that is both open to the kitchen and accessible to the outdoors is perfect for both large and small gatherings. Merchandisers should create an informal feeling throughout the room by having plenty of family photos on display and casual furniture that invites prospects to kick back and relax. When the great room includes a built-in plasma screen, boomer prospects might envision themselves enjoying the Super Bowl with their old college buddies or hosting an elegant Oscar night party with the neighbors. Adding a game nook in the corner might appeal to those who see themselves having time to play cards or classic board games with their grandchildren.
Visits from grandchildren are an important part of the boomers’ lifestyle and merchandisers should acknowledge this whether it involves an entire playroom in the loft, a guest bedroom decorated with a fairytale theme, or just a spare closet filled with toys. Leave coloring books and unfinished board puzzles out in the open as a reminder that grandchildren visit often. One merchandiser designed a hobby room that displayed model trains and hung a large “Grandpa’s Train Depot” sign on the wall. In addition, a child-sized ticket counter fashioned out of scrap lumber was equipped with a toy cash register and hand drawn tickets. Chalkboards showed arrival and departure times for the “Hunter Express” and the “Amanda Special.” The room was definitely memorable as the merchandiser cleverly hit two hot buttons at the same time!


Encourage Spontaneity

Boomers don’t share the same attraction for elaborate clubhouses, champion golf courses, and highly choreographed activity programming as the Eisenhower Generation. This group likes to think of themselves as low key and independent. Boomers say they prefer an informal environment where they can get together with their friends when the mood strikes them. Amenities are important, of course, but not the same clubhouse-centered ones that we have come to associate with the active adult format.

Amenities aimed at baby boomers should offer opportunities for spontaneity. Meeting places that are cozy and low-key are where boomers want to go to be with friends. Consider a lodge setting with overstuffed chairs near a cozy fireplace or perhaps a patio outside a small clubhouse that overlooks a sprawling vista. Even benches in outdoor common areas would be welcomed by this group.

Boomers are attracted to recreational amenities that involve both sports and nature. Focus group research has shown that hiking, biking, and water sports are among their favorite activities. If your community offers trails or paths, consider installing fitness stations along the way. Another alternative might be to include bird houses and wildlife habitats throughout the common areas. A wooden footbridge over a stream and a garden gazebo that offers a quiet place to sit and talk can be nice touches that might appeal to this outdoorsy crowd.


The Rules are Changing

Remember, the boomers are not only changing the rules of aging, but also the rules of home merchandising. They are getting older without acting (or feeling) old and intend to lead a vibrant lifestyle to the very end. Keep interiors informal and include some luxurious surprises that remind boomers that they know how to live! Tapping their hot buttons for work, family, and their inclination for self-indulgence will be critical motivating factors when the boomers consider buying and furnishing their next home.


Sheree Schimmer, IRM
Sheree Schimmer is the general manager of Fine Design Group, a national interior merchandising firm. She has worked in the industry since 1979 managing interior merchandising operations for companies throughout the U.S. and has been an IRM instructor for 15 years. Ms. Schimmer is an active member of the Home Builders Association of Greater Chicago and frequently judges home design awards programs at the national, state, and local levels. She can be reached at (312) 994-2455.