Older Australians power discretionary retail amidst cost-of-living pressures

64% say in-store promotions influence their spending.

Older Australians remain a strong force in retail sespite rising living costs, according to new research from Manhattan Associates Inc.

According to the findings, 68% of mature-aged shoppers reported either no impact or improved confidence in their personal finances despite ongoing interest rate hikes.

About 64% said in-store promotions and special offers influence their spending decisions, indicating they remain open to discretionary purchases when the experience is worthwhile.

"These shoppers are amongst the most financially secure and active in the retail space," said Raghav Sibal, Vice President of APAC at Manhattan Associates. "But they're also more discerning. They're not shopping just for products, they're shopping for a comfortable, helpful and human experience."

Two-thirds, or 66%, of over-55s want quieter store environments, and 24% have avoided shops they find too loud or chaotic.

Meanwhile, only 26% of over-55s prefer to shop entirely independently, with most seeking support, particularly when engaging with new technologies or unfamiliar products. Notably, 41% said they would visit physical stores more often if there were more staff available to assist them.

Older Australians are increasingly comfortable with in-store technology, with 73% saying they are at ease using self-checkouts and similar tools. However, 40% still prefer or require assistance with these solutions.

Older Australians are also embracing online shopping. The research found 65% of those aged 55 and over are more likely to shop online now, citing convenience, access to better deals, and broader product selections.

More than half (57%) say they rarely or never experience issues when shopping online, and only 10% frequently encounter problems.

However, many still seek reassurance and clarity: 32% say clearer website security messaging would encourage more frequent purchases, while 28% want better product descriptions and reviews. A further 20% highlighted easier website navigation as a key factor in increasing their online shopping activity.