Generation X, born between 1965 and 1980, is often seen as caught between the two louder cohorts of Boomers and Millennials. But when it comes to consumer spending, they are anything but quiet. Across Europe and the US, Gen X accounts for the largest share of consumer class spending, a trend expected to continue through to 2030.¹

Many are in their peak earning years, juggling careers, children and, in many cases, ageing parents. These overlapping responsibilities give Gen X a unique role in household decision-making and shape the way they shop, spend and influence others.

In Europe, Gen X spends more than younger generations on both day-to-day essentials and experiences, from groceries and transport to holidays and family activities.² Their lifestyle demands and financial responsibilities make them a key audience for a wide range of sectors, from retail to travel.

Yet despite their influence, Gen X is often overlooked in business planning and consumer research. Just 4% of generational insight produced by the advertising industry includes them.³ This is likely leading to a lack of targeted offerings and, subsequently, missed opportunities for revenue gain. For companies aiming to grow across borders or connect with established, high-value customers, this is a blind spot that could be worth addressing.

Want to get closer to the Gen X consumer? Here are three key preferences for SMBs to align their strategies to.

Gen X might not be digital natives, but they are confident online. Many were early adopters of technology and have adapted with it, integrating digital tools into their everyday routines. 62% have made more than half of their purchases online in the past year, but their approach is more measured.⁷ They’re less likely to buy on impulse and more likely to take time to research — checking reviews, comparing options and reading product details before deciding.

They also value flexibility in how they shop. While e-commerce is convenient, in-store shopping still holds appeal, particularly for higher-stakes purchases. They’re looking for clear, accurate information and consistent service across every touchpoint, whether online or offline.

For SMBs, it’s worth taking note of the thoroughness of Gen X’s buying behaviour. Consider investing in detailed product pages, harnessing customer reviews, and providing flexible shopping options to align closely with their needs.

Wellbeing is an important focus for Gen X. Many are balancing busy careers with family life, while becoming more conscious of long-term health. In the UK, almost half are either improving their diets or want to do so, with only slightly fewer saying the same about doing more exercise.⁸

They respond well to brands that offer practical, manageable ways to support their health with products or services that feel realistic and fit within their everyday routines. This creates opportunities across categories, from food and personal care to services that make staying well feel easier and more sustainable.

Sustainability is becoming a more consistent factor in Gen X’s buying choices. Nearly 90% of Gen X consumers say they are willing to spend more on products that align with their environmental values, showing a clear shift in expectations.⁹

What matters most is substance over spin. Gen X are interested in how products are made, packaged and delivered, and are paying closer attention to how brands communicate their impact. For businesses, this means being clear and transparent, cutting through the noise with actions that are easy to understand and trust, and demonstrating sustainability in ways such as offsetting delivery emissions and providing sustainable packaging.

Gen X is a brand-loyal generation, especially when trust and consistency are part of the customer experience. Over half of Gen X say they would choose to pay more for a brand they know rather than take a risk on a cheaper own-label product, for example.¹⁰ For SMBs, this makes them a solid foundation for sustainable growth. When service is reliable, values are clear and communication is honest, Gen X can reward that with repeat purchases and long-term advocacy. Good strategies for SMBs to build loyalty include consistent delivery experiences, reliable customer support and transparent policies – these can often have more impact than price alone.

This generation is not looking for flash. They want relevance. More than 40% of Gen X say they value personalised product recommendations.¹¹ Loyalty programmes, exclusive offers based on past behaviour and straightforward communication could drive stronger results with this group.

Gen X often compares prices and reads reviews before committing to a purchase. Businesses that recognise these habits and offer helpful, relevant nudges such as reminders, recommendations or bundled offers could increase both conversion and satisfaction.

Gen X consumers are not just shopping for themselves. Many manage the needs of both children and older relatives, and their purchasing decisions often reflect the priorities of an entire household.

Many are also supporting others financially – 83% of Gen X feel responsible for financially supporting their children, for example, while 63% feel responsible for financially supporting their parents.¹² With these pressures, it’s perhaps no surprise that 70% of Gen X consumers specifically seek out websites with ratings and reviews when shopping online.¹³

For SMBs, this creates an opportunity to serve a wider range of needs so consider positioning your products as solutions for busy, multi-generational households – convenience and practicality are key. Help Gen X simplify their decision-making and they have the potential to keep coming back.

Generation X combines strong financial clout with thoughtful, values-driven purchasing. For SMBs this presents a valuable opportunity. By understanding their behaviours and aligning offerings with their expectations, companies can tap into a powerful, loyal, and often underappreciated consumer base. If you’re considering doing so via e-commerce, check out our articles on e-commerce in Europe and growth opportunities in cross-border e-commerce. And if this look at Gen X has whetted your appetite for other generational insights, don’t miss our spotlight on Generation Alpha and our look at Gen Z in the U.S..

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