Digital Spending Has Surged During the Pandemic Even Among Boomers

Digital Spending Has Surged During the Pandemic Even Among Boomers

Whether it’s the comments from companies over the last few months or the monthly Retail Sales reports of late, there is little question over the accelerated shift to digital shopping as a result of the pandemic. New data shows this adoption is rather widespread, and in what may be surprising to some includes Boomers. Chalk it up to Mother Necessity, we see this as the intersection of our Digital Lifestyle and Aging of the Population investing themes. And we suspect that like most others when the Boomers realize the ease of digital shopping they may only selectively go back to brick & mortar shopping.


Social distancing and stay-at-home measures have upended the shopping habits of US consumers across generations, including older cohorts. In May 2020 data from CouponFollow, nearly half of US boomer internet users said they increased their digital spending since the coronavirus pandemic.

US Internet Users Who Have Increased vs. Decreased Their Digital Spending Since the Coronavirus Pandemic, by Generation, May 2020 (% of respondents in each group)

Source: Nearly Half of Boomers Have Increased Digital Spending Since The Pandemic – eMarketer Trends, Forecasts & Statistics

About the Author

Chris Versace, Chief Investment Officer
I'm the Chief Investment Officer of Tematica Research and editor of Tematica Investing newsletter. All of that capitalizes on my near 20 years in the investment industry, nearly all of it breaking down industries and recommending stocks. In that time, I've been ranked an All Star Analyst by Zacks Investment Research and my efforts in analyzing industries, companies and equities have been recognized by both Institutional Investor and Thomson Reuters’ StarMine Monitor. In my travels, I've covered cyclicals, tech and more, which gives me a different vantage point, one that uses not only an ecosystem or food chain perspective, but one that also examines demographics, economics, psychographics and more when formulating my investment views. The question I most often get is "Are you related to…."

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