The traditional view that older people significantly reduce shopping has been challenged by new research in the latest "How America Shops 2004" study of consumer habits. The percentage of older shoppers, ages 55 to 70, who are "heavy shoppers," (making four or more shopping trips weekly) increased significantly from 2002 to 2004, moving up from 22 percent to 35 percent, according to the ninth bi-annual How America Shops® study conducted by consulting firm WSL Strategic Retail.

"This increased shopping behavior likely reflects the mindset of a new generation of older shoppers, the baby boomers, who are taking their middle-aged spending habits with them," said Candace Corlett, director of the 50+ Marketing Directions practice at WSL Strategic Retail.

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