Do you know the shopping patterns of the UK's most valuable customer? Baby boomer consumers have more money at their disposal than any other age group. 35-54 year olds generally earn more money, have accumulated more wealth than those younger than them and are more likely to be in employment still, unlike many older customers who must rely on their pensions. However, there are big variations in wealth and the amount of disposable income available in the age group. Some of the age group will still have young families and must support them financially whereas others will have seen their families move out of the family home and can now spend more of their income on themselves.