Why are retailers ignoring Gen X shoppers?
They have money to spend.
From The Times
December 16, 2025

Many retailers and marketers are looking past Generation X to millennials and Generation Z, even though Gen X-ers expect to overspend this holiday season.

An illustration split into two levels. The top level features young people milling in a brightly lit room with colorful walls displaying various items. The bottom level has older people standing in an empty gray room.

Janne Iivonen

Here’s why Gen X shoppers are being overlooked. →

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