Seniors in the retail sector in Poland

The growing share of seniors in the demographic structure of Poland and the whole world is a specific challenge for retail enterprises, which should adapt their activities to this increasingly important market segment. Seniors are increasingly more often interested in new products and using modern technologies. For them, the internet has become not only a source of information, but also a place for shopping. The progressive virtualization of the purchasing behaviour of some older consumers is accompanied by other consumers’ remaining exclusively in the stationary stores. At the same time, some seniors still use ‘courtesy’ shopping done by others (including online). The aim of the article is to identify the solutions supporting the purchasing process, as well as actions implemented by retailers towards seniors in Poland. The article assumes that retail is very important in senior life as it satisfies their various customer needs, but retailers shaping the multidimension retail offer take these needs into account to a relatively small extent. The article is based on the literature on the subject, selected statistical data, retail reports, information from commercial enterprises, and the results of research regarding selected elements of seniors’ purchasing behaviour.