On average, middle-aged consumers devote 39% of their retail expenditure to department store products and services, while for younger consumers the average is only 25%. Since the number of middle-aged people will increase dramatically within the next decade, department stores can expect retail sales to increase significantly during that period. Furthermore, to take advantage of the trend, these stores should begin to replace some of those products intended to attract the younger consumer with products intended to attract the middle-aged consumer.