Retail is changing fast and so are our customers. In Part 1 of this series, we dug into who the generations are and what really matters to them. In Part 2, I want to share what I’m actually doing to grow my next generation of high-value customers, what I call my “new thumbs.”
I had the absolute pleasure of sitting down with Dana Connell, one of our RETAILMavens coaches and a professor in retail management with over 40 years of experience. Dana’s perspective is gold, she’s been in sales, management, buying, and teaching, and now she’s in the trenches with independent store owners like us. Together, we dug into how to adapt your store, your messaging, and your experiences so you can attract customers who will shape the future of your business.
Why I Focus on Growing “New Thumbs”
If you’re like me, you know your current best customers are responsible for the majority of your sales. But here’s the thing: those thumbs may age into a different spending pattern, or their priorities may shift. That’s why I’ve learned that we have to grow new thumbs, intentionally and patiently.
Dana reminded me:
“You have to grow a new thumb. You can’t just rely on the same cohort.”
So, here’s what I do:
- I look at the demographics around my store and online to see who’s growing in my community.
- I think about who I want to attract next and why.
- I give myself grace, it takes time for new thumbs to become loyal customers.
Understanding What Your New Customers Value
One of the biggest takeaways from Dana is that you can’t just assume what works for one generation works for another.
- Gen Z and Millennials care deeply about sustainability. Did you know 80% of Gen Z prioritize eco-friendly products? That’s huge!
- Older generations may care more about convenience or brand loyalty but the point is to understand your new thumbs’ priorities.
Here’s what I do to make sure I’m aligned with my new customers:
- Ask vendors about sustainability: Are they using local suppliers? Reducing their carbon footprint? Upcycling or recycling materials?
- Take those insights and communicate them in my store, on social media, and with my team.
Bringing Your Team Into the Conversation
I can’t do it all myself, and I’ve learned that my team is a goldmine of insights, especially younger team members who understand trends, sustainability, and social media better than I do. I give them ownership:
- They create social media posts or live videos.
- They champion certain product categories they care about.
- They help me make decisions I might overlook.
And you know what? They LOVE it. They feel proud, empowered, and excited to contribute and it takes a lot off my plate. Win-win.
Online Presence: Make It Easy to Buy
Dana reminded me that your website has to support your social media. If someone sees a product on Instagram and can’t find it on your website, you’ve already lost the sale. So here’s what I focus on:
- Updating headers and hero images so my messaging is current.
- Making it simple for customers to buy directly from the website or social channels, no friction.
- Breaking long content into smaller pieces for social media, because attention spans are shrinking!
Meeting Customers Where They Are
Different generations shop differently:
- Gen Z: ~ 80% shop online, love TikTok and Instagram.
- Millennials: ~ 75% shop online, respond to social engagement.
- Gen X: ~ 65% shop online.
- Boomers: ~ 55% shop online, respond well to email and website updates.
That’s why I always ask: Where is my target audience? And how can I meet them in the space where they’re already spending time?
Your Millie Moment
- Audit your customer demographics: Look at census data and community trends to identify potential new “thumbs.”
- Highlight sustainability in your merchandising: Ask vendors about environmental practices and communicate those stories to customers.
- Create more in-store experiences: Consider tastings, product demos, trunk shows, or pop-ups with local businesses.
- Improve your website before boosting social media posts: Make sure customers can easily buy the products they discover online.
Resources and Links:
- Want to know more about generation shift? Apply for your free Gameplan Call, where we’ll identify your growth opportunities and map out the most profitable next steps to elevate your visibility, attract the right customers, and scale with confidence.
- Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact method we use in our Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.
- Follow us on social media for more updates! Facebook / Instagram
Join the community with ambitious store owners in our Richer Retailer Facebook Group
💚 Remember: Retail success doesn’t happen overnight. It’s the small, intentional actions, every conversation, every event, every post that builds momentum over time. Stay curious, stay consistent, and keep showing up for your customers. The next generation of thumbs is out there, and your store can be exactly what they’re looking for.
