How to Shop for Gen Xers This Holiday Season

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NEW YORK—For many of us, November means spending time with our families, enjoying Thanksgiving, preparing for the upcoming winter, and beginning to think about our holiday shopping. As Black Friday looms, so does the holiday season, and our lists of people to buy for seem to grow exponentially, and sometimes picking the perfect present can feel impossible.

When it comes to buying presents for friends and family, it can be useful to think about their generational upbringing: a Millennial niece might want a new laptop or iPhone this year, while a much younger Tween might be more interested in whatever big toy is hitting the shelves at Target this Holiday season. And then there’s Gen X, born between the mid-60s and the early 80s. They are the generation with the highest average income in the U.S., and most of us are probably shopping for at least one Gen-Xer.

So how do you shop for someone brought up in Generation X? Well, take a look at what they might buy for themselves. According to a poll conducted by YouGov on behalf of MarketingCharts, Gen Xers make their purchase decisions mainly based off of TV ads and personal recommendations, so turn on your TV or ask your peers if you want to make your Gen X loved ones happy this holiday season. Check out the rest of this chart from Statista to figure out the best ways to shop for Gen Xers, and tackle this year’s holiday shopping with confidence.