Tariff Turmoil

Tariffs and rising prices are reshaping consumer confidence across America and globally, but few groups feel the tension quite like Baby Boomers. Once the steadiest spenders in retail, this generation is showing signs of strain under prolonged cost increases.

They’re the coupon-clipping, customer-service-calling, “I’d like to speak to the manager” generation, and proud of it. Boomers grew up in an era where loyalty was earned through service, not algorithms, and a handshake meant more than a hashtag. They trust what’s familiar, value consistency over convenience, and expect brands to show up when times get tough.

According to the October 2025 U.S. Tariffs Consumer Impact Survey, more than six in ten Boomers describe themselves as more cautious, pessimistic or panicked about the economy than they were at the turn of the year—which represents a lot of financial uneasiness. 

Yet despite this anxiety, Boomers remain uniquely predictable in their habits. They’re loyal to the brands they trust, slower to change retailers, and more resistant to adopting new shopping technologies. That stability is both a challenge and an opportunity for marketers navigating tariff turbulence.

Price Sensitivity Without Panic

Boomers lead the pack when it comes to perceiving the personal impact of tariffs. Sixty percent believe consumers bear the largest share of tariff costs, compared to just 47% of Gen Z. Yet their shopping behavior reflects steadiness rather than panic:

– 37% say they’re shopping less overall—higher than any other generation.

– Only 7% check where a product is made, compared to 24% of Gen Z and Millennials.

– 19% say tariffs have not affected their shopping habits at all—the most of any age group.

In short: Boomers feel the pinch but avoid drastic changes. They value predictability, routine, and reassurance. Marketers should lean into stability storytelling—the idea that their brand can be trusted to deliver consistent quality and pricing transparency even as markets shift. Instead of pushing urgency or discounts, reinforce confidence with messaging that says: “We’ve got you covered—no surprises, just reliable value.” This demographic doesn’t need to be convinced to act quickly; they need to feel secure enough to act at all.

Loyalty Through Transparency

When asked whether transparent communication about pricing and availability increases loyalty, 43% of Boomers said yes, and another 30% said “maybe, if helpful.” Very few said they’d shop around regardless.

Transparency isn’t just appreciated, it’s expected. But Boomers define transparency differently from younger shoppers. They don’t need AI-driven deal alerts or flash notifications; they want plainspoken communication that respects their intelligence and time.Transparency should be framed as respect, not just disclosure. Brands should:

– Provide clear explanations for price changes (“due to import tariffs, not quality reductions”).

– Send proactive updates about availability or delays before frustration sets in.

– Use consistent, human language in both digital and print communications.

Boomers reward brands that talk to them, not at them. Clarity builds credibility; credibility builds conversion.

Digital Hesitation Meets Opportunity

While Millennials and Gen Z are embracing digital deal-seeking behaviors, Boomers are far more reserved:

– 63% say they haven’t changed their online shopping habits in response to tariffs.

– 61% have never used AI to find better deals.

– 60% avoid “gaming the system” tactics like cart abandonment or multiple sign-ups.

This doesn’t mean Boomers are anti-digital, it means they’re deliberate. They prefer channels that feel familiar and trustworthy: email (53%) and physical mail (28%) rank as their top two ways to receive personalized offers.The digital divide is not about age, it’s about comfort. For Boomers, effective digital communication must feel humanized and helpful, not automated or intrusive.

– Use personalization to simplify, not to overwhelm.

– Avoid high-frequency, urgency-laden messages.

– Reinforce value propositions in familiar tones and visuals.

Brands that blend digital convenience with traditional credibility, think personalized emails that read like personal letters will thrive with this audience.

Seasonal Spending: Slow and Steady Still Wins

Boomers are the least likely to alter holiday spending due to tariffs. 53% report no change in their Halloween or seasonal purchase plans, far higher than Millennials (26%) or Gen Z (24%). That same consistency shows up in Black Friday and Cyber Monday data: nearly half of Boomers expect no change to their shopping approach this year, compared to only 17% of Millennials.

This resilience may mask deeper caution, but it’s also a sign of trust. Boomers tend to stick with brands they know rather than chase deep discounts. Marketers should interpret this as earned patience. Instead of reinventing seasonal campaigns, focus on continuity and confidence:

– Reward repeat customers with exclusive previews or early access—no gimmicks required.

– Highlight durability, guarantees, and customer service reliability.

– Use messaging that signals appreciation: “Thanks for staying with us through uncertain times.”

The Boomer Opportunity: Reassurance as Retention

Boomers may not be the most digitally adventurous, but they are the most influenceable by reassurance. As tariffs test price tolerance, this generation is looking for reasons to stay loyal rather than excuses to leave. They are the anchors of brand stability—the generation that sets the tone for trust. While younger shoppers chase deals, Boomers reward reliability.

1. Lead with legacy. Reinforce your brand’s track record and reliability.

2. Communicate with candor. Be upfront about cost changes and the steps you’re taking to maintain value.

3. Champion care. Use storytelling that emphasizes service, longevity, and relationships over short-term savings.

The Bottom Line: The Resilient Generation Faces a New Kind of Pressure

Boomers are recalibrating, not retreating. They’re cautious, cost-aware, and still willing to spend when brands earn their confidence. In a tariff-driven economy, the brands that reassure rather than react, clarify rather than conceal, and honor loyalty rather than chase novelty will continue to win with this powerhouse demographic. Because when uncertainty rises, trust becomes the ultimate value proposition.

Check out other blogs in this series:

Marketing to Squeezed Millennials