The conundrum: Gen X holds the kind of purchasing power brands should be chasing.

• They’re projected to lead all generations in total annual spending this year, per NielsenIQ.
• Gen Xers controlled $42 trillion in wealth at the start of 2025 and are set to gain as much as $1.4 trillion annually in inherited assets over the next decade, per ICSC.

Yet retailers and marketers largely overlook them: Although 92% of Gen Xers use social media daily, only 5% of influencer spending targets this group.

The missed opportunity: Brands often focus on younger consumers to build long-term loyalty, but in doing so, they’re missing immediate sales potential from Gen Xers, who account for 33.2% of retail spending despite making up just 19.4% of the population.

• Meanwhile, Gen Z typically shows strong loyalty once trust is earned: 81% of ICSC respondents say they stay loyal to trusted brands, per ICSC.
• However, the current macro climate has shifted the loyalty landscape. Nearly three-quarters (74%) of Gen Xers switched brands in the past year, per Salesforce, with 66% citing high prices and 43% poor customer service as the main reasons.

For brands, that level of churn represents not just a warning sign, but an opening to win over an affluent, digitally active, and overlooked audience.

Our take: Retailers and brands should seize the opportunity to build stronger connections with Gen Xers by sharpening their marketing focus and improving in-store experiences.

• There’s no shortage of influencers speaking directly to Gen X, and brands should partner with them to put a relatable face to their message.
• At the same time, retailers must address the in-store frustrations that shape Gen X loyalty: Nearly two-thirds (62%) cite long checkout lines as their top pain point, while almost half (48%) are discouraged by inventory shortages.

The brands that blend authenticity in their marketing with well-executed in-store experiences will win Gen Xers’ hearts and wallets.