If you’re a small business owner looking to expand your market, you really want to consider the 60+ crowd. Seniors are spending more than ever—and not just on medicine or walking sticks. We’re talking travel, tech, wellness, hobbies, and everyday services. But here’s the thing: they have specific needs, and if your business isn’t catering to those, you’re probably missing out. 

So let’s break it down into 3 easy, practical tips to help you tailor your business for this valuable demographic.

Make It Easy: Accessibility Is Everything 

Simplicity means everything when you’re dealing with an older audience. That starts with how they interact with your business, both in-person and online. You want to make sure your storefront is easy to navigate (think ramps, wide aisles, clear signs) and that your website isn’t a puzzle.

Bigger fonts, high contrast text, easy checkout options, and phone numbers that actually connect to a human go a long way. And don’t assume everyone is going to email you. A lot of older customers still prefer calling to ask questions or place orders—so be ready for that.

If you offer any kind of instruction (product use, registration, booking), keep the language simple, direct, and visual. 

Build Trust with a Personal Touch

Trust is everything, especially with older customers who’ve seen it all. They’ve lived through scam eras, broken promises, and disappointing purchases, so earning their trust takes more than flashy ads.

What works? Real conversations. You want to train your team to be patient, respectful, and helpful. No rushing. No tech talk that feels like another language. Just good old-fashioned customer service that makes people feel seen.

Also, they love recommendations. Testimonials from other seniors or community members help, especially if you include real names and photos (with permission). 

Be Where They Are (And Speak Their Language)

Marketing to seniors means showing up in the right places. While younger folks are all over TikTok, seniors might be reading print magazines, listening to radio stations, or hanging out in Facebook groups. Yes—Facebook is still huge with this crowd.

You want your brand voice to sound famliar and friendly, not overly trendy or full of slang. Clear language wins. Think, “Here’s how we make your life easier,” not “Here’s our cutting-edge ecosystem.” Big difference.

You also want to consider collaborating with community centers, churches, or local groups that serve older adults. Sponsor an event, set up a booth, or offer a free class. 

Seniors aren’t a side market. They’re a main market—with time, money, and loyalty to gve. All you have to do is meet them where they are, speak their language, and make their experience with your business as easy and warm as possible. Do that, and you won’t just gain customers, you’ll build long-term champions.