Key Takeaways: Gen X drives the highest revenue per shopper, showing strong brand loyalty, and influencing multigenerational purchases. Their spending is intentional and growing, with an incoming $1.4 trillion annual inheritance. Retailers can win Gen X customers by creating smooth in-store experiences, relevant omnichannel tools, targeted marketing, and reliable communication.Generation X has long been overlooked by retailers. But despite making up just 19% of the population, their influence is outsized. Born between 1965 and 1980, this group is the decision makers, as they are buying for themselves, their kids, and their aging parents, accounting for 31% of all in-store and online spending.A new report from the International Council of Shopping Centers (ICSC), Gen X: The Overlooked Generation With Outsized Impact, analyzed $5 trillion in US retail transactions. Based on a survey of 1,086 adults and five years of behavioral data, ICSC found that Gen X delivers the highest revenue per shopper, shows strong brand loyalty, and influences multigenerational spending.What Gen X Wants from StoresGen Z stands out for its strong preference for physical retail, with 77% of respondents feeling more confident purchasing in person due to the tactile experience and human connection. These consumers expect a seamless experience: accurate inventory, consistent staffing, and clear communication. When they find stores that meet those expectations, they become extremely loyal shoppers.