Baby Boomers and Millennials spend $600B per year; Both Key in Driving the Vintage Marketplace

Share Article

Antiques and vintage goods are attracting baby boomers and millennials alike, but these two generations have significant differences which merchants should address. Karen Underwood, co-owner of Vintique Flea, provides insight into this unexpected match-up.

In the United States alone, there are approximately 80 million millennials spending an estimated $600 billion per year.1 The millennial generation (born between 1980–2000), is actually the biggest generation in America’s history.2 They’ve even surpassed the baby boomer generation (born between 1946–1964) by 15 million.2 Karen Underwood, co-owner of Vintique Flea, takes a look at what brings these two very different generations together.

Baby boomers are more likely to have an oversized suburban home with a collection of antique chairs, a large dining room table that has been in the family for multiple generations, and a set of heirloom china, as well. Meanwhile, millennials tend to live in urban apartments with a variety of décor and an assortment of dishes they’ve collected over the years.3 Millennials also tend to shy away from purchasing big-ticket items like cars and other luxury goods, as they would rather spend their money on an incredible experience, such as a concert, music festival or travel. When it comes to traditional antiques, millennials are staying away from the bulky, heavy furniture, ornate china and crystal of years past. However, they do tend to gravitate towards items that bring back pleasant childhood memories.3

Although it’s an unlikely pairing, the antiques and vintage industry is bringing baby boomers and millennials together. Antiques are likely to attract millennials for sentimental reasons or due to their practicality.3 Millennials usually prefer long-lasting items with intriguing designs that are made of high-quality, durable materials and withstand the test of time.3 Underwood has found that even though baby boomers and millennials may have different reasons for their interest in such things, both generations enjoy the act of scouting out antiques and vintage items. “Repurposed furniture, mid-century modern furniture and architectural salvage tend to resonate most with younger patrons, while baby boomers continue to have an affinity for heirlooms,” Underwood commented.

With an ever-evolving customer base, the antiques and vintage industry is undergoing a metamorphosis, as well. As a part of this transformation, Underwood’s partner coined the term “Vintique,” which means: (1) a spectacular market featuring a collection of vintage, industrial and antique items located at Silver Street Studios in Houston, Texas; (2) a hybrid of vintage and antique. “We’ve moved beyond the antiquated, dusty antique show of years past, and created new, on-trend events that appeal to all ages,” Underwood stated.

Vintique Flea has several major events scheduled throughout the year, including the upcoming Fall 2017 Market event which starts at 9:00 a.m. on Saturday, October 14, 2017, and runs through 4:00 p.m. on Sunday, October 15, 2017. The event will be held at Silver Street Studios, located at 2000 Edwards Street in Houston, Texas. Among its highlights are numerous antiques and eclectic finds, as well as industrial treasures and fabulous fabrics. There will also be food trucks and other notable vendors at the market. Tickets to this event are $5, and can be found at or purchased at the door.

The Vintique Flea Fall 2017 Market is ideal for baby boomers and millennials alike, as well as discerning individuals of all other ages.

About Vintique Flea:

Vintique Flea is known as the most “hip” curated indoor marketplace of mid-century modern and repurposed furniture, vintage clothing, architectural salvage, and unique artisan décor finds in Houston, Texas. Co-founder Karen Underwood married vintage furniture and accessories with artistic flea market finds, as creative as the term “Vintique Flea,” which her partner coined. Its three annual events, held in the Silver Street Studios in the heart of Houston’s Arts District, are a draw for patrons of all ages, interior designers and dealers from across the region. For more information on dealers and dates, visit

1”Who Are the Millennial Shoppers? And What Do They Really Want?” Accenture Outlook. Web. 30 Aug. 2017.

2”Millennials Infographic.” Goldman Sachs. Web. 30 Aug. 2017.

3”How to Bridge Generation Gap to Appeal to a New Generation of Consumer.” Antique Trader, 9 Aug. 2017. Web. 30 Aug. 2017.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Karla Jo Helms
+1 888-202-4614 Ext: 802
Email >