Retailers are disregarding their core customers in favour of younger shoppers
Department stores will depend more on older shoppers over the next five years, as the sector moves into maturity. According to Verdict Research, the over-55s are the fastest growing and largest consumer group in the sector.

Some 8.6 million people in the age bracket shopped in department stores this year, spending an estimated£5.5 billion. They are also expected to spend about 50 per cent more on non-food shopping this year than shoppers under 35. Verdict Research said: 'In an effort to become more contemporary, operators have been chucking the mature baby boomer out with the bathwater to their detriment. Retailers will now need to focus on producing appropriate ranges with a contemporary twist.'

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