Older Australians drive retail with demand for personal touch

New research shows that Australians aged over 55 continue to play a significant role in discretionary retail, fuelled by financial stability and a desire for more personalised and supportive in-store experiences.

The study from Manhattan Associates highlights that older shoppers are maintaining confidence in their personal finances, with 68% of survey respondents reporting either no impact or improved sentiment regarding their financial health despite interest rate pressures. Additionally, 64% indicated that in-store special offers and promotions have a tangible influence on their purchasing decisions.

Raghav Sibal, Vice President of APAC at Manhattan Associates, said, "These shoppers are among the most financially secure and active in the retail space. But they're also more discerning. They're not shopping just for products, they're shopping for a comfortable, helpful and human experience."

Preferences in-store

The findings point to a strong preference among the over-55s for a calm and quiet in-store environment. Two-thirds (66%) of respondents stated they would prefer retailers to reduce, or even eliminate, in-store music. Around one quarter (24%) reported having actively avoided stores they felt were too loud or chaotic.

Store staffing was also identified as particularly significant. Only 26% of those surveyed said they preferred to shop entirely independently, with the majority seeking some level of assistance, especially when confronted with new technologies or unfamiliar products. Significantly, 41% said they would be more likely to shop in-store more frequently if staff were more available to provide support.

Retailers sometimes assume that mature-age shoppers want to be left alone, but the data tells a different story. This group values human connection, reassurance, and calm environments. Creating in-store experiences that reduce sensory overload and provide access to well-informed, available staff will go a long way in driving loyalty and repeat visits, said Sibal.

Technology and the role of staff

Older Australians are not opposed to technology, with 73% indicating comfort in using self-checkouts and related tools. However, 40% of respondents noted that they usually prefer or require assistance when engaging with such technologies.

Sibal commented, "Mature-aged Australian shoppers are often willing to try and use instore technologies to speed up their retail experience, however they often need to be supported by knowledgeable staff in-store. It's that personal interaction that makes the difference, someone who can answer questions or offer guidance."

Growing digital fluency online

The report also highlights increasing confidence among older Australians in the online retail space. Around 65% said they are now more inclined to shop online, driven by factors such as convenience, increased access to deals, and a wider range of products. A majority of 57% reported they rarely or never have issues with digital shopping, while just 10% encountered problems often.

However, certain conditions must be met for online engagement to increase. About 32% said clear reassurance around website security would make them more likely to shop online, while 28% wanted more detailed product information and customer reviews. A further 20% cited easier-to-navigate websites as an incentive to purchase online.

Sibal noted, "We're seeing a generational shift in how older Australians interact with digital commerce. This group is highly pragmatic. They're not just looking for tech-savvy interfaces, rather they want clarity, trust and a sense of control. Retailers that invest in intuitive website design, transparent product information and strong cybersecurity messaging are more likely to win their confidence and their business."

The survey was conducted among 500 Australian consumers aged over 55 and reveals clear insights for retailers seeking to engage and retain senior shoppers in a changing retail landscape.