Baby Boomers Keep Department Stores Alive as Younger Shoppers Turn to TikTok and E-Commerce

Department store shopping may be losing its appeal among Generation Z, but older consumers continue to embrace it for reasons that go beyond nostalgia. From personalized service to generous return policies and in-store discounts, many baby boomers find value in experiences younger shoppers often overlook.

According to market research firm Circana, department stores like Macy’s and Bloomingdale’s continue to attract customers primarily over the age of 45. “If you can learn the benefits of what a store brings you, it creates a much greater experience,” said Marshal Cohen, Circana’s chief retail advisor. Shoppers who visit in person often enjoy perks such as free shipping for out-of-stock items, extended return windows, and hands-on assistance.

At Bloomingdale’s flagship store in New York, personal stylist Nancy Quinn caters mainly to clients aged 45 to 70, offering free shipping and even hand-delivery for local customers. “The biggest thing that Bloomingdale’s offers is customer service,” she said. “Those are things that we try to do to make sure people know how much we appreciate the business.”

Department store | Source: Pexels

Meanwhile, younger generations are shaping what analysts call “the tiktokification of retail,” where social media drives online shopping habits. “The younger generation grew up online,” Cohen said. “The challenge for department stores is to break that paradigm.”

Yet online shopping brings drawbacks. Many consumers rely on “bracketing” — ordering multiple items and returning extras — which can lead to new fees and stricter return policies. “There are some savings opportunities that you have when you shop in person that you probably wouldn’t have online,” noted Edgar Dworsky, founder of ConsumerWorld.org.