• Greatest Generation (those born prior to 1946) are the most frequent shoppers and more deal prone than any other age segments.
• Millennials (those born between 1977 and 1994) and Generation X (those born between 1965 and 1976) favor mass supercenters over traditional formats (such as grocery or drug stores). They also patronize Target more than all the other generations.
• 38% of households find grocery shopping a chore.
• Greatest Generation is less likely to enjoy shopping, while the Millenials really like shopping.
• More than half of the respondents rely on shopping lists and consistently compare prices.
• Generation X and Millenials claim the highest coupon redemption rates.
• 40% of the respondents mentioned fewer carry-out or home-delivered meals.

Where are the "Shopportunities"? The study suggested the following ideas:

• Greatest Generation: freebies and senior discounts to appeal to their value orientation.
• Boomers: monthly or quarterly cash-back savings program that reflect spending levels.
• Gen X: time is precious commodity - child care activity centers, computer kiosks to keep kids engaged while the parents shop.
• Millenials: upgrading piped-in music to current hits to attract contemporary shoppers, coffee stations with battery chargers and in-store WiFi.