One myth is that older Americans are much more interested in shedding furniture and housewares than in buying them because most are empty-nesters. The reality: Older consumers account for more than 40% of the money spent on new household furnishings and equipment in the U.S. In part, this is because two-thirds of the owners of second homes are at least 50 years old, and need couches, tables and cutlery for those getaway places. In addition, one in six families headed by a person over 50 has a member under 18, as more people have children at later ages. At the same time, the recession undoubtedly is forcing more 25-year-olds and 40-year-old single parents to rethink the charms of their parents' homestead. Bottom line: Older consumers will keep trudging off to Bed Bath & Beyond (BBBY), Target (TGT), Wal-Mart Stores (WMT) and Ikea for years.

One myth is that older Americans are much more interested in shedding furniture and housewares than in buying them because most are empty-nesters. The reality: Older consumers account for more than 40% of the money spent on new household furnishings and equipment in the U.S. In part, this is because two-thirds of the owners of second homes are at least 50 years old, and need couches, tables and cutlery for those getaway places. In addition, one in six families headed by a person over 50 has a member under 18, as more people have children at later ages. At the same time, the recession undoubtedly is forcing more 25-year-olds and 40-year-old single parents to rethink the charms of their parents' homestead. Bottom line: Older consumers will keep trudging off to Bed Bath & Beyond (BBBY), Target (TGT), Wal-Mart Stores (WMT) and Ikea for years.

One myth is that older Americans are much more interested in shedding furniture and housewares than in buying them because most are empty-nesters. The reality: Older consumers account for more than 40% of the money spent on new household furnishings and equipment in the U.S. In part, this is because two-thirds of the owners of second homes are at least 50 years old, and need couches, tables and cutlery for those getaway places. In addition, one in six families headed by a person over 50 has a member under 18, as more people have children at later ages. At the same time, the recession undoubtedly is forcing more 25-year-olds and 40-year-old single parents to rethink the charms of their parents' homestead. Bottom line: Older consumers will keep trudging off to Bed Bath & Beyond (BBBY), Target (TGT), Wal-Mart Stores (WMT) and Ikea for years.

What sectors might benefit from boomer consumers' continued strength? If The Graduate were made today, says Martin, "the cocktail party advice on the coming industry would shift from 'plastics' to 'probiotics.' Go into the aging businesses, all of which will thrive with longer life expectancies as the boomers age." Along with pharmaceuticals and other health-related goods and services, beauty products should do well. Procter & Gamble 's (PG) Olay, L'Oréal (LRLCY) and its Garnier unit and Johnson & Johnson 's (JNJ) Neutrogena have all launched products targeted to boomer women.

What sectors might benefit from boomer consumers' continued strength? If The Graduate were made today, says Martin, "the cocktail party advice on the coming industry would shift from 'plastics' to 'probiotics.' Go into the aging businesses, all of which will thrive with longer life expectancies as the boomers age." Along with pharmaceuticals and other health-related goods and services, beauty products should do well. Procter & Gamble 's (PG) Olay, L'Oréal (LRLCY) and its Garnier unit and Johnson & Johnson 's (JNJ) Neutrogena have all launched products targeted to boomer women.

What sectors might benefit from boomer consumers' continued strength? If The Graduate were made today, says Martin, "the cocktail party advice on the coming industry would shift from 'plastics' to 'probiotics.' Go into the aging businesses, all of which will thrive with longer life expectancies as the boomers age." Along with pharmaceuticals and other health-related goods and services, beauty products should do well. Procter & Gamble 's (PG) Olay, L'Oréal (LRLCY) and its Garnier unit and Johnson & Johnson 's (JNJ) Neutrogena have all launched products targeted to boomer women.

Airlines and travel and-entertainment companies, such as cruise operator Carnival (CCL) or Walt Disney (DIS), already benefit from the over-50s and should gain more. Not all the travel is for the boomers themselves. Demographer Francese, author of a major study called The Grandparent Economy, says more than half the grandparent population will be baby boomers by 2010, and nearly 60% will be by 2015. These folks travel to visit their grandchildren, take them on one- and two-day trips, sometimes to theme parks, and ply them with goods and services. "The rapid increase in boomer spending on grandchildren," comments Francese, "is driven in large part by the decline over the past decade in real income among young families, at a time when household income among those over 50 has been rising."

Airlines and travel and-entertainment companies, such as cruise operator Carnival (CCL) or Walt Disney (DIS), already benefit from the over-50s and should gain more. Not all the travel is for the boomers themselves. Demographer Francese, author of a major study called The Grandparent Economy, says more than half the grandparent population will be baby boomers by 2010, and nearly 60% will be by 2015. These folks travel to visit their grandchildren, take them on one- and two-day trips, sometimes to theme parks, and ply them with goods and services. "The rapid increase in boomer spending on grandchildren," comments Francese, "is driven in large part by the decline over the past decade in real income among young families, at a time when household income among those over 50 has been rising."