Well, it's Christmas shopping time again. Are you getting your
share of sales to seniors? Yes, big ticket items like homes
are on their list too.
Seniors buy everything that other consumers buy, and then some
(the "and then some" are specific old age products). Now some of
you are thinking that this does not apply to your products because
your stuff is for younger folks. Well, that's where this articles topic
comes in, Grandparents' Gifts.
There is great debate about what demographic term applies to seniors
and how to group them. The truth is there is no one term that applies
other than "seniors." However, all seniors like the term grandparent and
experience has shown me that there are two camps here. There are
grandparents and grandparent wannabees.
This is good news for marketers, especially at this time of year, even
if your products are for young folks. A study was done by Toys R Us
last year and they found that 30 percent of their sales were to seniors. Yep,
gifts for the grandkids. So focus your senior selling advertising strategy
on gifts for the grandchildren and you'll get a lot more sales. Many of
those grandkids are first time home buyers and showing grandparents
ways they could help would endear you and your company to them.
You can also reverse this approach to get young folks and baby boomers
to buy from you. They have the major problem of figuring out what to get
for grandma and grandpa (who seem to have everything), so advertise your
goods as the answer to their annual gift giving problem.
If you think that in real estate you have nothing but homes to offer, then
think again. A couple of great gifts for seniors could be a home inspection
or a home warranty. Maintenance of their homes are high priorities to
seniors and ways to lighten their burdens are always welcome.
"Grandparents' Gifts" would make a great heading for your ads as an
eye-catching selling statement. You will help your customers end their
shopping frustrations by showing the "Grandparent" factor of your goods.
They will be happy for the help and both you and your customers will have
a very Happy Holiday indeed.
Published: December 9, 2002
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