Where We Buy

Stephanie Cegielski is Vice President, Research and Public Relations at ICSC, where she leads consumer research initiatives. Cegielski explains why Generation X—born between 1965 and 1980—represents a significant but overlooked opportunity for retailers and shopping center owners. Despite comprising only 19% of the U.S. population, Gen X accounts for a third of total consumer spending. She discusses Gen X shopping behaviors, including their preference for in-store experiences over online shopping, their resistance to social media influencer marketing, and their focus on high-dollar purchases like luxury goods. Joining the discussion are Ana Leon, Director of Retail Research at Nuveen; Mike Jordan, Director of Research at Big V Property Group; Gregg Katz, Director, Business Industry Solutions - Real Estate at Esri; and Meghann Martindale, Principal, Director Market Intelligence, Retail at Avison Young. The panel explores how Gen X's unique position as the "sandwich generation"—caring for aging parents while su