Defined by spectacles of people brawling in the aisles over widescreen TVs, Black Friday has become a byword for the lowest form of consumer culture. Now, it seems discount mania is beginning to lose its edge, with more shoppers than ever opting to stay at home.

From good customer service to free coffee, the things that’ll keep Boomers coming back to a retailer differ greatly from the cut-throat convenience younger shoppers require. Canvas8 sat down with Brits between the ages of 50 and 69 to find out what they really want from a store.

Would you rather jet off to the Bahamas next week, or save and go in a years’ time? In an ‘I want it now’ culture, thinking for the future is hard. When two-thirds of boomers retire they won’t have saved enough to maintain their lifestyle. How can brands encourage people to think about tomorrow, today?

Amid Brexit woes, British confidence in the economy plummeted to its lowest level in two years. But with the pound falling against the dollar, yen and euro, tourists are now flocking to the UK for a shopping spree; July saw a 7% overall increase in UK international tax-free shopping.