call it," says George Moschis, director
of the Center for Mature Consumer
Studies in Atlanta, Ga.
Seventy-eight million boomers
are on the horizon, the oldest just
beginning to taste grandparent-
hood. According to American
Demographics magazine, half of the
45 to 59 year olds are already
grandparents, as are 80 percent of
those folks who are 60+. That
means there are some 60 million
grandparents today.
With grandparents spending $505
yearly on their grandkids, that's an
estimated $30 billion in annual
expenditures. Assuming tomorrow's
grandparents won't spend a dime
more than today's $505, that total
annual expenditure will be $40.4 bil-
lion.
"We're not just talking toys," says
Patty Becker, president of APB
Associates, Inc., in Southfield. "More
is being spent on travel, financial ser-
vices, computers, entertainment,
food, books and clothes.
"America's biggest, most affluent
secret is the 50+ market which repre-
sents one-third of the population, but
controls 70 percent of the net worth
of U.S. households," she says.
Becker has four step-grandchil-
dren. Three live out of town and have
three full sets of grandparents. The
fourth lives here and doesn't have any
other grandparents to buy her things.
"I love to shop," says Becker, "And
it's a pleasure to find bargains for the
kids." She rarely buys toys because
she doesn't know enough about the
new ones and doesn't receive informa-
tion through marketing. "I'd welcome
help choosing toys and items for our
grandchildren, especially if I wanted
it to be a surprise gift."
Mature adults are still portrayed
as loveable blithering idiots who
can't figure out how to operate high-
tech equipment. That's not going to
fly with today's new breed of grand-
parents who, according to Intel's
research, spend 47 percent more
time per month on the Internet
than the average for all other age
groups. According to Becker, who is
also a demographer, that number
will grow with boomers who know
computers like their parents knew
typewriters.
"We search for creative ways to
strengthen ties with our grandchil-
dren. Primitive as they are, video-
phones enable us to interact with our
long-distance grandkids and get a
response," says Judy Schneider, a
grandmother and family therapist.
"Our grandkids know we're concrete
and not just distant voices or photos
on a desk."
So why is this an undertapped
market? "There's a tight reality going
on in the mature market," says Alan
Sussman, president of Sussman Sikes
Advertising in Southfield. "You can't
advertise mature consumers into
something. They've already bought
everything at least once. They're very
smart. Been there, done that. You
have to culturally move these con-
sumers into something."
Marketers haven't done badly
spending the lion's share of advertis-
ing dollars on targeting toys and
games at kids and parents. After all,
no decent marketer would dare lump
30 to 50 year olds in the same demo-
graphic group. Yet, they don't think
twice about categorizing 50 to 70
year olds into one big homogeneous
lump.
"Not true for us. Grandparents
are the nucleus of our business,"
says Ed Malkin, owner of Marmel's
Gifts and Toys in Farmington Hills
and a new grandfather.
"Grandparents sell to grandparents
here. We opened in Westwinds strip
mall to be closer to customers and
to our granddaughter, Shidrah.,"
Grandparents are taking on more
significant roles in their children's
lives, picking up the slack with
divorce, single-parent homes and
two-parent working households.
Relocation also inspires them to find
ways to draw their families closer.
"Most grandparents want to have an
important intellectual and emotional
effect on their grandkids," says Norm
Gross.
Gordon and Eileen Abel of Oak
Park help their working children by
babysitting one night a week for each-
of them as well as on some weekends.
"Those times help our relationships
bond and grow stronger."
When he was a kid, Norm Gross'
grandfather gave him a fountain
pen. He still treasures it. But he
knows that won't fly with today's
kids. "My main goal is to satisfy my
urge to satisfy them. If they want
something and I feel that would
give them happiness, I don't think
twice."
When asked if there are any corn-
panies doing a good job helping him
and other grandparents in making
purchasing decisions for the most
precious people in their lives, Norm
Gross just shakes his head.
❑
Circle
Of
Thanks
Franklin Bank's Affinity Program
The business community has
been very good to us. We
want to give back to the
community with a
reward to JARC
for the good
work it does for
so many.
The "Circle Of
Thanks" program
is our way of
thanking you and
JARC for honoring
us with your business
banking.
Direct dollars to JARC by
directing your business to us. Open
your business checking account today and
we will make an automatic donation to JARC
in your name. JARC must be mentioned when
account is opened.*
Call Julie Rollins
248.358.6493
Franklin Bank
Thank you Metro Detroit Business Community...and thank
you JARC for making such a difference to so many.
New accounts only, transferring account balances not permitted. Contribution based on activated
account's third month balance. Certain high volume cash and coin accounts such as food stores,
beauty salons and vending companies are excluded from this program (call for details.)