Boomers "shop like billionaires" with Temu

Boomers are more loyal on Temu than any other generation

“Shop like a billionaire” is Temu’s signature tagline. Surprisingly, it’s the Boomers in the US that are more loyal shoppers in Temu than Gen Z and Millenials, according to Bloomberg and Attain.

According to a report by Attain:

• Boomers in 2023 bought an average of 5.6 orders, Millenials bought 4.5 and Gen Z bought 2.6 orders.

This is a big contrast from its demographics from SimilarWeb, which says that most of its traffic comes from Millenials and Gen X.

Variety, games and easy of use are Temu’s biggest success with Boomers

Brian Mandelbaum, CEO of Attain says that its more to do with the wide range of products along with big discounts.

The gamification (roulette wheels, referral rewards, group buying) are also very appealing, while the app itself is easy to navigate for the less tech savvy generation according to Wendy Woloson

A background on one of ecommerce’s biggest brands

Temu is known for its huge discounts and overall low prices in exchange for a longer wait time. It’s one of the leaders in ecommerce ranking second to AliExpress with 467 million users. For its marketing, MediaRadar says that Temu spent $463M on digital ads while $16.6M went to TV ads, including its first Super Bowl ad