‘Boomer hour’? Age-exclusive shopping hours proposal generates ageism backlash
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A shopper recently raised a suggestion on social media, proposing that supermarkets implement a dedicated time slot, which they called 'boomer hour', exclusively for older customers.
The idea is to address concerns about older shoppers potentially causing delays at the checkout.
The shopper argued that older customers should consider the time constraints faced by other customers, such as busy workers and parents.
They added that some older customers tend to linger in the aisles to simply socialise, which can inconvenience shoppers in a hurry.
The shopper's suggestion has sparked a debate on the internet, with a consumer expert criticising it as a form of age discrimination.
One user commented on a Facebook post, saying: ‘Do we have absolutely no tolerance for anything? Just let people do their thing! How do you know what they are going through?’
Another agreed and added, ‘It’s really sad how intolerant people are these days… Just say excuse me if you need to get to a shelf?’
A senior shared their thoughts and commented: ‘I reserve the right to shop when I want.’
Barry Urquhart, a retail strategist, branded the proposal as ‘ageism personified’ and argued that in a time when both the cost of living and doing business are high, it is 'ill-advised' to exclude or marginalise any group of consumers based on their age.
While Urquhart acknowledged that younger shoppers might find these concerns understandable, he believes that targeting older Aussies in this way is not the right solution.
'It won't work because they are a primary driver of the marketplace at the moment,' he explained.
The expert added that Australia, except Sweden, had the highest level of personal debt in the world, and at a time when people were therefore looking to cut spending, any customers need to be encouraged.
'[Older Aussies] are the ones who are countering the effective contraction in discretionary purchases because they have the cash, the money, the inclination and the satisfaction of going out, spending and having a good time, which is for the betterment of themselves, and Australian business.'
Instead of excluding older shoppers, Mr Urquhart suggested that supermarkets should welcome them and focus on enhancing customer service.
He believes that the key to this lies in extending store operating hours and increasing the number of staff members directly interacting with customers.
'If they are spending more time talking to peer shoppers and service providers, it means they're staying in the premises longer,' he said, adding that when customers spend more time inside a shop, they tend to make more unplanned purchases.
'That is very attractive for anyone in business today,' he said.
During the height of the COVID-19 pandemic, Woolworths and Coles took a proactive step to ensure that elderly and disabled individuals had priority access to essential items in short supply.
Both retailers designated a specific time slot (from 7 a.m. to 8 a.m.) exclusively for senior citizens and those with disabilities to help them complete their shopping without the stress of encountering aggressive panic buyers.
The discussion regarding limiting shopping hours for older individuals became quite heated on Facebook, with many expressing strong disapproval of the idea, calling it 'appalling' and 'disgraceful'.
Whether or not older shoppers are seen as beneficial for business, it's crucial to acknowledge their right to shop without feeling excluded in supermarkets.
Supermarkets should aim to create inclusive and welcoming environments for all customers, regardless of age, as fostering a sense of belonging and inclusivity is a fundamental principle of any compassionate and thriving society.
Members, surely you have thoughts and sentiments you’d love to share about this shopper’s proposal? Does it make sense for you? Please share them with us in the comments below!
The idea is to address concerns about older shoppers potentially causing delays at the checkout.
The shopper argued that older customers should consider the time constraints faced by other customers, such as busy workers and parents.
They added that some older customers tend to linger in the aisles to simply socialise, which can inconvenience shoppers in a hurry.
Older people have been accused of taking up aisle space and taking too long at the supermarket checkout because they stop to socialise. Credit: Shutterstock.
The shopper's suggestion has sparked a debate on the internet, with a consumer expert criticising it as a form of age discrimination.
One user commented on a Facebook post, saying: ‘Do we have absolutely no tolerance for anything? Just let people do their thing! How do you know what they are going through?’
Another agreed and added, ‘It’s really sad how intolerant people are these days… Just say excuse me if you need to get to a shelf?’
A senior shared their thoughts and commented: ‘I reserve the right to shop when I want.’
Barry Urquhart, a retail strategist, branded the proposal as ‘ageism personified’ and argued that in a time when both the cost of living and doing business are high, it is 'ill-advised' to exclude or marginalise any group of consumers based on their age.
While Urquhart acknowledged that younger shoppers might find these concerns understandable, he believes that targeting older Aussies in this way is not the right solution.
'It won't work because they are a primary driver of the marketplace at the moment,' he explained.
The expert added that Australia, except Sweden, had the highest level of personal debt in the world, and at a time when people were therefore looking to cut spending, any customers need to be encouraged.
'[Older Aussies] are the ones who are countering the effective contraction in discretionary purchases because they have the cash, the money, the inclination and the satisfaction of going out, spending and having a good time, which is for the betterment of themselves, and Australian business.'
Instead of excluding older shoppers, Mr Urquhart suggested that supermarkets should welcome them and focus on enhancing customer service.
He believes that the key to this lies in extending store operating hours and increasing the number of staff members directly interacting with customers.
'If they are spending more time talking to peer shoppers and service providers, it means they're staying in the premises longer,' he said, adding that when customers spend more time inside a shop, they tend to make more unplanned purchases.
'That is very attractive for anyone in business today,' he said.
During the height of the COVID-19 pandemic, Woolworths and Coles took a proactive step to ensure that elderly and disabled individuals had priority access to essential items in short supply.
Both retailers designated a specific time slot (from 7 a.m. to 8 a.m.) exclusively for senior citizens and those with disabilities to help them complete their shopping without the stress of encountering aggressive panic buyers.
The discussion regarding limiting shopping hours for older individuals became quite heated on Facebook, with many expressing strong disapproval of the idea, calling it 'appalling' and 'disgraceful'.
Whether or not older shoppers are seen as beneficial for business, it's crucial to acknowledge their right to shop without feeling excluded in supermarkets.
Supermarkets should aim to create inclusive and welcoming environments for all customers, regardless of age, as fostering a sense of belonging and inclusivity is a fundamental principle of any compassionate and thriving society.
Members, surely you have thoughts and sentiments you’d love to share about this shopper’s proposal? Does it make sense for you? Please share them with us in the comments below!
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