Boomers choose the brands they stick with. Data from the Federal Reserve shows that they hold over 33.7% of America’s wealth, and they’re investing it in companies that prioritise quality. According to Marigold’s 2024 Consumer Trends Index, this generation prioritizes reputation and consistency over price.
Brooks Brothers
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Clothes that stay relevant without updates have kept this company going since 1818. Its blazers still look appropriate in boardrooms decades after they were bought, which is the kind of staying power Boomers trust. The brand’s absence of loud logos aligns with their preference for a polished, low-key style, supported by long-term craftsmanship.
L.L.Bean
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Durability makes people feel like their money went somewhere worthwhile, and this retailer has built its reputation on that. Its boots and flannels, as well as canvas totes, often last for years. Boomers return partly because of reliability and partly because L.L.Bean’s customer service, including its long-standing return policies, has shaped a reputation for straightforward support.
Tiffany & Co.
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A Tiffany ring from the 1960s remains current because its designs are clean and structured. The signature blue box has carried the same meaning since 1837, which is why older buyers feel comfortable choosing pieces built to stay beautiful.
Burberry
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The Burberry trench coat has been around for more than a century, and Baby Boomers appreciate that a piece with such a rich history still feels modern. The company uses high-grade gabardine fabric and meticulous tailoring that withstands the test of time, enduring decades of wear.
Waterford Crystal
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Many homes owned by folks from this generation have at least one cabinet with these glasses or bowls. Hand-cut crystal catches the light in a way that cheaper glassware can’t match, and the brand’s heritage, dating back to the late 1700s, adds emotional weight. It represents the idea that special occasions deserve items made with skill.
Rolex
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A watch that can be serviced and repaired gives Boomers exactly what they value as something that can be passed down. Many models appreciate in financial value over time, backed by consistent demand and the brand’s reputation for reliable mechanical movements. Unlike tech wearables that age quickly, a Rolex continues to function for decades when properly maintained.
Wedgwood
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Fine china may feel old-fashioned to younger shoppers, but the older generations grew up seeing it used for Sunday dinners and family celebrations. Wegdwood, founded in 1759, offers patterns that remain in production for generations. Its bone china formulas are strong enough to last centuries when cared for correctly.
Mercedes-Benz
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Engineering heritage keeps this car company at the top of the Boomer interest list. Older models from the 1980s are still driven daily because their engines and interiors hold up well when properly maintained. Baby Boomers show strong loyalty toward established automotive names, and this one consistently ranks high due to its safety records and longevity.
Costco
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Costco ranks as the third-largest retailer for Boomer spending and continues to expand its offerings with products like hearing aids, vision services, and medical alert devices. Free hearing tests and detailed product pages show Costco listens to the needs of older shoppers, which strengthens trust.
Dos Equis
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This one surprises people, but its long-running “Most Interesting Man in the World” campaign, launched in 2006, resonated with Boomers because it featured an older lead who lived boldly. Sales increased, and the use of memes helped the ad spread. It worked because it portrayed age as something full of experience and confidence, rather than decline, which connected to the way Boomers perceive themselves.