‘Boomer hour’? Age-exclusive shopping hours proposal generates ageism backlash

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.


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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'.

Key Takeaways

  • An Australian shopper sparked debate by suggesting supermarkets introduce a 'boomer hour' for older customers who take up too much time at the checkout and in the aisles.
  • Consumer behaviour analyst Barry Urquhart called the idea a form of age discrimination, pointing out that older Australians are a primary driver of the marketplace and play a significant role in the retail sector.
  • According to Mr Urquhart, supermarkets should welcome them and focus on enhancing customer service.
  • During the peak of the COVID-19 pandemic, both Woolworths and Coles introduced priority access hours for seniors and those with disabilities to ensure they could get their shopping done without coming into contact with panic buyers.



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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Why not have one checkout at the supermarket's given preference for the Seniors so that when you have finished your shopping you go to the checkout and you get ahead working the same as the express checkout does now.
Maybe make it compulsory to show your pension or seniors health card for proof that you are entitled for the preferred method of the checkout process, or some way to show you are a senior.
Probably would upset a few people but they don't need a excuse to winge.
 
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Why not have one checkout at the supermarket's given preference for the Seniors so that when you have finished your shopping you go to the checkout and you get ahead working the same as the express checkout does now.
Maybe make it compulsory to show your pension or seniors health card for proof that you are entitled for the preferred method of the checkout process, or some way to show you are a senior.
Probably would upset a few people but they don't need a excuse to winge.
Don't see how that can work. You'd just have a load of seniors in a long queue getting frustrated having to wait even longer.
 
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Reactions: PattiB and saundy
how rude is that,,the younger generations have no respect for anyone theses days,,I will shop when I want and will not use those silly checkouts so get used to it...
 
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Reactions: Observer
Don't see how that can work. You'd just have a load of seniors in a long queue getting frustrated having to wait even longer.
Definitely would get a lot that complain due to their frustrations.
My wife has started to whinge more and more these days. I tell her to put a sock in it. Life: It is what it is.
 
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Reactions: Glo72
According to my age, I am a boomer. When I go shopping, I am often stuck in the aisles by younger people who are checking out the stock with their trolleys jammed right in the middle of the aisle so no one else can pass. How rude! I reckon these younger Gen x and Gen y should only be allowed to shop at a certain time each day, to give us boomers ease to shop in a timely manner.
In otherwords, when it suits you !!! Self centred
 
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Reactions: PattiB
Some of us are no longer steady on our feet so finding a time when the shops are least busy is a matter of common sense.
Go when it suits you or if you HAVE to go. Don't worry about anyone else or time slots or whatever. Just keep in mind that some days/nights will be busier or quieter. ;)
 
Why not have one checkout at the supermarket's given preference for the Seniors so that when you have finished your shopping you go to the checkout and you get ahead working the same as the express checkout does now.
Maybe make it compulsory to show your pension or seniors health card for proof that you are entitled for the preferred method of the checkout process, or some way to show you are a senior.
Probably would upset a few people but they don't need a excuse to winge.
I have a better idea (I think) Have a specified checkout for the people with kids, and the ones on their phone while unpacking their trolley. So, the rest of us can get our shopping done.
Just because some are older doesn't mean their slower or silly. What if I am a senior with no pension or health care card. Where do I stand?
Please don't make suggestions to help segregate seniors, even if you're only trying to help, it just plays into these uninformed people's hands. I have seen the way older people are treated over many years in aged care and general hospital, I don't want to see it in the supermarket.
 
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Reactions: Observer and Tootie
Sure you're not called "Braveheart"
🤣 🤣 Here's the bottom line. My wife complains and I just take things in their stride. I will fight for a right for myself and my family when called upon to do so but if that is not needed, which is most of then time, I just weigh things up, use common sense and go with the flow. I listen when some have something to gripe about and will support them accordingly but most of the stuff on this particular topic is self centered BS and not worth getting knickers twisted in a knot. I plan to live a long life from remaining calm. As one of my T shirts that I wear says, "It Is What It Is".
 
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Reactions: Vinylted and PattiB
I'm sick of dodging the online shoppers' carts and nearly being knocked over by them on the corners.
So pick a time when there are reduced shoppers to reduce your grief. Do your homework. Or just go with the flow. Sorry, but moaning and/or complaining falls on these deaf ears.
 
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Reactions: PattiB
This whole post has been amusing in it's own way... baby boomers acting as if they knew what being old was... ha!... I don't think my generation even had a name except maybe "Old as dirt" :ROFLMAO: :ROFLMAO:
 
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Reactions: Observer
ludicrous. get the mums with screaming kids a time only. i might add i live in brassall qld and noted the parking for disabled is now parking for the mums with prams. I wilk use those as it is closest. Bloody hell can they not walk push their prams a bit further, I am disgusted.
 
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Reactions: Abby2
Go when it suits you or if you HAVE to go. Don't worry about anyone else or time slots or whatever. Just keep in mind that some days/nights will be busier or quieter. ;)
Isn't that just typical. Older citizens have done their time for kids, now you banished to life in old age home, not to go anywhere unless it suits others. I see parking for disabled, mother's with prams, but older citizens must find parking wherever. I noticed many older people park their cars away from shopping centre, then walk to shops. Younger shoppers go out of their way to make seniors unwelcome, but guess what...you young one.....you also going to get old!
 
Isn't that just typical. Older citizens have done their time for kids, now you banished to life in old age home, not to go anywhere unless it suits others. I see parking for disabled, mother's with prams, but older citizens must find parking wherever. I noticed many older people park their cars away from shopping centre, then walk to shops. Younger shoppers go out of their way to make seniors unwelcome, but guess what...you young one.....you also going to get old!
I certainly haven't said anything to the contrary to your post.
Simply: Go when it suits you or if you HAVE to go. Don't worry about anyone else or time slots or whatever. Just keep in mind that some days/nights will be busier or quieter. ;) Maybe do some homework and work out what time suits you best.
Woah is me
 

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