Silver shopper
Silver shopper is a term for a retail customer aged 60 and over, used in shopper research and in retail to describe where, how often and how much this group buys.
The term comes from the retail industry and panel research, not from advertising. The age threshold depends on the study: most often it is 60, sometimes 55 or 65. Before comparing two figures, you therefore need to check from what age each publisher counted.
How much does the silver shopper buy in Poland?
According to YouGov in September 2026, consumers over 60 account for about 25 percent of spending on fast-moving consumer goods in Poland, that is one in four złoty spent on FMCG. The average spend per shopping trip in this group is about PLN 46. Baskets are smaller than average, but there are more trips.
34 percent of households in this group shop at discount stores, compared with 44 percent of all households. The publisher did not give the sample size or the data collection period, so we treat these figures as a direction, not a measurement to quote in a budget.
What does this change in planning?
Frequent, smaller shopping trips mean more opportunities for contact with a brand in the shop. We set out the details and limitations of these data in the dataset One in four złoty in FMCG.
See also: one in four złoty in FMCG, who decides on everyday shopping, silver marketing.
Sources
YouGov, „Silver - generacja przyszłości” [“Silver – the generation of the future”], YouGov Shopper, published 14 September 2026 (share of the 60+ group in FMCG spending, average spend per trip, shopping at discount stores) - yougov.com
The YouGov study does not disclose the sample size or the data collection period.
Quick answers
What is a silver shopper?
A term for a retail customer aged 60 and over, used in shopper research and in retail.
What share of FMCG spending do consumers aged 60+ account for?
About 25 percent in Poland according to YouGov in September 2026, that is one in four złoty spent on FMCG.
Does the silver shopper buy at discount stores more often?
Less often. According to YouGov, 34 percent of 60+ households shop at discount stores, compared with 44 percent of all households.
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