Older boomers, in the 55-to-64 age group, might also be thought of as "Alpha Boomers," with a complement of characteristics that should be especially alluring to marketers. For one thing, more than one in five have a six-figure household income, according to an analysis by The Media Audit. Nearly 65% of Alpha Boomers also shop regularly at hardware stores and are more likely to attend live theater or consume wine than younger demographics.

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