27th March 2023
Baby boomers, sometime known as SKI‘ers, why? because they are Spending the Kids Inheritance. The nickname doesn’t necessarily mean that they are going to leave their children, if indeed they have any, nothing when they depart from this mortal coil, but what it does suggest is that, unlike their parents who worked as hard a possible to give their children as good a life as was possible in challenging times, and tried desperately to help them in their future lives, baby boomers are also looking after themselves in the here and now.
the author of this blog (me) is a baby boomer, born in 1960 and I recognise the specific traits of this generation because I (mostly) live them.
The majority of boomers enjoy shopping; treating themselves and others. With the largest amount of disposable income of all the modern generations, probably mortgage free but still working, there is money to be spent as well as saved. Looking after family and friends is a key factor, but increasingly, looking after themselves is as important and in some cases more so, especially for the SKI’ers.
As with the previous (silent) generation, here 60 is without doubt the new 50 and 50 is most definitely the new 40. Boomers are not afraid to experiment and indulge in lots of treatments. Extensions are a biggie for this age group, almost as big as Turkey Teeth appear to be at this moment in time. Skin care and haircare are not deemed as luxuries, more necessity to maintain a youthful appearance without looking like mutton dressed as lamb…. although we all know that there are some who go down that route.
Hair, make-up, beauty regimes, fashion are all geared up toward making this age group feel and look younger. Invariably ladies hair is coloured very naturally to mask any greying, and balayage and ombre techniques are big news for any with longer hair. Guys are more conscious about their appearance and are not in the least bit inhibited about looking after their hair and skin as well.
Baby boomers are very active on social media, especially Facebook, so make sure you share lots of interesting imagery, product information and luxury services on your feeds. Boomers also shop online but prefer to have one-to-one conversations with an expert, and that is you!
From a salon client perspective, boomers really are an intrinsic part of the success of your business. They will spend the money needed to have fabulous hair and they are guaranteed to listen to your product recommendations and buy into the brand you recommend. Aspiration is a big thing for boomers, so always talk about your premium brand and what is right for their hair and scalp. Likewise, colour, waving and styling services should be pitched toward your premium offerings. With cash to spare and the desire to look great, baby boomers are ready to spend whatever it takes to look great.
So when that client walks in and you recognise them to be a boomer, aged between 77 and 59, remember that they are willing to pay for premium experiences so long as you talk to them about why they are the right choice for them to make, because even though most have disposable income, they are not frivolous with it.