There are big variations in shopper demographics based on merchandise category. Younger consumers are more likely to shop for cosmetics, jewelry, apparel/accessories and consumer electronics. Older consumers are most likely to shop at hardware and home improvement retailers and those selling furniture and home décor. That no doubt reflects the big gap in home ownership among older and younger consumers. While three-quarters of U.S. residents 55 and up own their own homes, that’s true for under half of those under the age of 35, according to the U.S. Census Bureau.