Retirees Getting By
Retirees (early to mid-60s) made up of 1 or 2 people per household, frequently widowed or divorced, with lower incomes ($31k) and education levels (up to high school graduate), living in the South & Central areas of the US. They shop every 4 days, spending $50 on average per trip. They shop at Super Walmart, discount and dollar stores, and on home shopping networks. Their purchase interests include frozen and canned foods and meats, video and home electronics.