SHOPPING HABITS OF DIFFERENT GENERATIONS

SILENT GENERATION, OVER 60Population 3.6 million, including Valda and David Paul.n Shoppers prefer small centres, where they spend more on food and medical care than other generations. n Typically spend $59 per shopping trip, which lasts 68 minutes.n Idols/influences are Queen Elizabeth and the royal family, Sophia Loren, Sean Connery, John Howard, Fred Astaire, Ginger Rogers and Frank Sinatra.n Withdrawn, conservative, careful, unadventurous, reluctant to change and like structure.

GENERATION Y, AGED 15-24Population 2.7 millionn Love spending money to improve their looks and socialise in big shopping centres.n Typically spend $41 per shopping trip, which lasts 59 minutes.n Idols/influences are Britney Spears, Paris Hilton, Christina Aguilera, The Simpsons, Big Brother, J.K. Rowling and David and Victoria Beckham.n Egocentric, optimistic, demanding and have a sense of entitlement. Source: Directional Insights

BABY BOOMERS, AGED 40-59Population 5.5 million, including Pam and Peter Campbell.n Spend more than anyone else, especially on clothes and recreational pursuits.n Typically outlay $74 per shopping trip, which lasts 62 minutes on average.n Idols/influences are Elvis Presley, the Beatles, Meryl Streep, Dame Edna Everage, Martin Luther King, Bob Geldof and John F. Kennedy. n Egocentric, carefree, dysfunctional personal lives, confident and opinionated.

GENERATION X, AGED 25-39Population 4.1 millionn Love shopping, but not as much as baby boomers and Gen Y, largely because they do not have time.n Typically spend $69 per 58-minute shopping trip.n Idols/influences are INXS, Kiss, U2, Powderfinger, Madonna, the 1980s “brat pack” and Sex and the City.n Cynical, sceptical, individualistic, creative and socially aware.

Born to shop: Amanda Ord, Carmen Scaduto and Chloe Ward.

Less time: Claudia Peredo.

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