Baby Boomers Are Not Going Back to Shop In-Store Despite Getting Vaccinated

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Baby Boomers Figured Out How to Shop Online and They Like It

PITTSBURGH, PA April 7, 2021 — As vaccines roll out across America, a recent survey by First Insight found that Baby Boomers are not going back to shop in-store despite getting vaccinated. According to the survey, while 54 percent of Baby Boomers planned to shop for grocery in-store less or the same amount after being vaccinated, only 39 percent of Gen X, 44 percent of Millennials and 40 percent of Gen Z said the same. This trend is consistent across shopping at drug store chains, local small businesses and big box retailers.

The survey found that Baby Boomers still feel the least safe testing beauty products/makeup, trying on products in a dressing room, trying on shoes and working with a sales associate compared to all other generations. 

For a deeper look at the data, download First Insight’s infographic here. Additional findings include:

Baby Boomers are spending more or the same shopping online. More Baby Boomers (86 percent) men responded that they are spending more or the same shopping online compared to Gen X (82 percent), Millennials (82 percent) and Gen Z (76 percent).

Baby Boomers are planning to shop both online and in-store. 82 percent of Baby Boomers plan to shop both online and in-store during the first half of this year. This compares to 80 percent of Gen X, 74 percent of Millennials and Generation Z.

Baby Boomers are spending less shopping in-store. 56 percent of Baby Boomer consumers are spending less shopping in-store. This compares to 54 percent of Gen X and Millennials and 82 percent of Generation Z.

Baby Boomers still plan to wear masks after getting vaccinated. 61 percent of Baby Boomes still plan to wear masks after getting vaccinated compared to 55 percent of Gen X and Millennials and 44 percent of Generation Z.


First Insight’s findings were based on data revealed as part of First Insight’s ongoing series of consumer sentiment studies entitled, “The Impact of Coronavirus on Consumer Purchase Decisions and Behaviors.” The company has been tracking consumer data since February 28, 2020. The findings are based on the results of U.S. consumer studies of targeted samples of more than 1,000 respondents, balanced by gender, geography and generation, and the latest survey was fielded on January 13, 2021. It was completed through proprietary sample sources amongst panels who participate in online surveys. Further details on the findings are available upon request.

About First Insight, Inc.

First Insight is one of the world’s leading Experience Management (XM) platforms that empowers companies to significantly incorporate the Voice of the Customer into the design, pricing, planning and marketing of products and service offerings. Through the use of online consumer engagement tools, the First Insight platform gathers real-time consumer data and applies predictive analytic models to create actionable insights to power decisions which drive measurable value. Customers include some of the world's leading vertically integrated brands, sporting goods companies, department stores, consumer products companies, mass merchant retailers and wholesalers. For further information, please visit

Media Contact:
Berns Communications Group
Stacy Berns/Michael McMullan

First Insight Contact:
Gretchen Jezerc
SVP of Marketing

in-store shopping experience  baby boomers  online survey  consumer study  Gender Differences in Retail  consumer spending  in-store shopping  Coronavirus  COVID-19  Shopping Behavior  gender  generation