seniors are boosting consumption, according to a study

Consumption rebounded in 2024 in France by +0.8%, according to projections from the Banque de France. This slight increase remains to be confirmed. A BPCE study takes a new look at the subject.

A study, published at the end of January, which we owe to the Banque Populaire Caisse d'Épargne (BPCE) group, shows the place of the oldest generations in purchasing actions over the whole of 2024. Certainly, the decline in inflation has played a role in the recovery in consumption, but the age of the consumer appears to be an increasingly obvious factor. The consumption dynamic was driven in particular by those over 64 (+8% compared to 2023), followed by those aged 55-64 (+6%). At the same time, consumption of those under 35 stagnated (+0.5%).

This barometer specifically analyzes spending via bank cards. It combs through consumer trends using very concrete, but completely anonymized, data from 20 million cards and payment terminals. Without going into the details of the precise contents of the shopping basket, the BPCE barometer allows you to have a precise idea of ​​consumption items by age group.

The data analyzed reveals, for example, on the part of our elders, an increase in spending of 15% for listening to music in streaming on the internet (streaming), and of 9% for films and television series via the same channel. Paid visits to dating sites fell by 13%. When it comes to “fast fashion” (ephemeral fashion with a choice of clothing quickly renewed by brands), the oldest among us prove to be the most compulsive: spending up 28% among those aged 55- 64 years old compared to a little more than 10% for those under 25 years old.

This study says a lot on a sociological level. The Banque Populaire Caisse d'Épargne barometer shows that, although the slowdown in inflation has given some fresh air to the purchasing power of the French, vigilance remains essential. A wink in the current debate on pensions: at 64 and over, retirees or future retirees treat themselves, but pay attention to prices.