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Seniority Rules

Appealing to the over-65 crowd

This story appears in the October 2003 issue of Entrepreneur. Subscribe »

According to the Census Bureau, people age 65 and older now make up 12 percent of the population but account for more than 48 percent of discretionary purchases. So how can you make your store senior-friendly?

Candace Corlett, director of the 50+ Marketing Directions Service at WSL Strategic Retail, a marketing consulting firm in New York City, cautions entrepreneurs who might be considering putting resting chairs in their stores or a cozy gray-haired couple in their ads. "We are in a new age of aging," she says. "Marketers need to show people as they want to be seen, full of vitality and reflecting their realistic aspirations."

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