- May 23, 2018
These Gen X shopping innovations are largely centered around accessible luxury, simplicity and practicality. Described as having "more spending power than any other age group," Gen X consists of adults aged 35 to 55 who make up 25% of today's consumer population.

Whether looking to retire comfortably or seeking ethical and eco-friendly products for a growing family, this group's buying habits are influenced by cost as well as quality. Standouts in the realm of e-commerce include Ninety-Eight's shape-specific womenswear -- the Canadian startup focuses on "the other 98% of women" by specializing in inclusive and travel-friendly apparel -- along with Ordo's oral care subscription box which includes aesthetically pleasing brushes, heads, batteries and more.

Brick-and-mortar examples to note include Samsung's CF Toronto Eaton Centre location which is home to immersive product testing stations, and event spaces along with connected grocers that are all about making shopping trips more personalized and seamless for buyers.

Other Gen X shopping innovations to note include accessible healthy meal kits for those looking to stay nourished while leading a busy life and premium direct-to-consumer mattresses that offer affordable luxury to a mass market.

From In-Store Workspaces to Shape-Specific Canadian Womenswear: