Generation X

Several months ago, I wrote about reeling in customers from Generation Z. As a recap, Gen Z is anyone currently aged 6-24 years old and is a booming generation for marketing. This group of young spenders gets a lot of attention and is a focus for many bowling centers and FECs.

While Gen Z and Millennials get plenty of marketing consideration, I encourage you not to forget about the all-important and spend happy Generation X, anyone born between 1965-1980 — the parents of our beloved Millennials and Gen Zers!

Unfortunately, Gen X gets lost in many businesses’ marketing plans because they fall right between the significant Baby Boomers and Millennials. That is a huge mistake to make! Gen X currently makes up around 20% of the U.S. population and has vast buying power because they are at their highest-earning years or are on their way to reaching the top of their profession.

According to the U.S. Department of Labor, Generation X outspends all other generations when it comes to housing, clothing, eating out, and entertainment. This is great news for family entertainment centers, because Gen X is not only spending this money on themselves but on their children as well.

FEC operators can get the most out of Gen X by offering deals that appeal to the adults in the family as well as the children. In fact, they are the most likely generation to shop for items on sale, because they value good deals and take advantage of them by using coupons. Your FEC can maximize profits from Gen X by offering a variety of deals such as by-one-get-one (BOGO) coupons, happy hours, discounted times of day for activities, etc. Your center probably already offers some of hese deals. However, by advertising them you can get more of the Gen X crowd in your doors.

How do you reach the Gen X crowd? This generation is experienced online and enjoys receiving content that way, but also enjoys more traditional methods, as some of this generation is closer to the Baby Boomer age than the younger set. 

•    48% listen to the radio

•    62% still read newspapers

•    85% watch traditional television

An online presence with this group is important too! Gen X loves social media: 95% of them report using Facebook; 47% report using Instagram. On top of that, 72% of 
Gen Xers use the internet to research businesses. Using social media marketing, such as Facebook ads and email campaigns, will get their attention.

Even though Gen X likes to spend money, they are savvy consumers who want to be reassured they are making a good choice with their dollars. Monitoring your online reviews is a must! Be sure your website and other social media posts are up to date, so your center can gain (and keep) their trust in your business.

While many people consider Gen X the “overlooked” generation, ignoring them means ignoring a demographic that has impressive influence over both household and company decisions. This generation controls a decent amount of money for themselves, their companies, and their families, so appealing to them is an all-around great strategy!