Silver Shopper under the microscope

In this report, we analyse eight thematic areas:

•     The Silvers’ finances – assessment of their own financial situation, concerns about retirement, and the purchasing power of the two cohorts.
•     Shopping – frequency of purchases, planning and shopping lists, decision-makers
•     Saving – prices and promotions – which promotional mechanisms work and which are ignored, average basket value, channels for promotion information, leaflets versus shop apps.
•     Shops – share of spending across different chains, main shop, switching and its triggers, differences between rural areas and large cities, physical shops versus online.
•     In-store experience – hierarchy of product selection criteria, physical barriers in-store, what prompts unplanned purchases, the role of packaging and labelling, own-brand products.
•     Beyond everyday shopping – shopping centres: frequency and purpose of visits, home and DIY category, division of decision-making between partners.
•     Loyalty and digitalisation – loyalty card portfolio, preferred format (app or physical card), expected rewards, adoption rates for apps and self-service checkouts, and real digital barriers.
•     Categories and brands – Silvers shopping basket across 20+ FMCG categories: coffee, drinks, alcoholic beverages (beer, wine, vodka, whisky), price thresholds and specific brands broken down by age cohort, gender and income.

In this report, we combine quantitative data with in-depth interviews to understand the motivations behind purchasing decisions. The report is supplemented by market case studies from 2024–2026: campaigns, loyalty schemes and legislative changes that illustrate how selected brands are already responding to the needs of this group.

Please feel free to get in touch: mateusz.kurowski@grupaiqs.pl