What happens when a diverse group of Generation X friends get together to talk about their shopping habits? Here's a sneak peak of their WhatsApp conversation - read on to see who are the bargain-hunters, who live their life through their purchases and who'd rather not think about shopping at all.

Please note: This is an an imaginary conversation based on our unique research. No Gen Xers were secretly spied upon for the writing of this blog piece.

The conversation may be imaginary, but it truthfully reflects what our research has uncovered: Generation X isn't a one-size-fits-all group when it comes to spending. For example, although 40% of Gen X love a bargain, while 35% still put quality first, not all bargain hunters are the same. 32% of Cynical Fatalists and 34% of Anxious Planners are constantly looking for deals, yet for 42% of Adventurous Achievers and 44% of the Progressively Engaged, trying new brands is more exciting than sticking with the old faithful. Then there's the matter of loyalty – Busy Short Termers are 1.5x more likely to stick with the same brands, preferring familiarity over novelty.

Meanwhile, the spirit of make-do-and-mend is alive and well. 52% of Anxious Planners, 48% of Cynical Fatalists and 39% of the Progressively Engaged prefer to reuse what they already own rather than buy new. Meanwhile Busy Short Termers don't seem to spend much time worrying about shopping habits, as they're more focused on the immediate demands of their busy lives.

These shopping behaviours reveal more than just retail preferences, they also offer clues into how Gen X views financial security and planning for the future. Understanding the different mindsets within this generation is key to developing the right products and services to support a better retirement.

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Footnote references
Just Group Generation X Segmentation Study 2024