A large segment of the US population born between 1946 - 1964. Baby Boomers are a popular target market for the retail consumer products industry.
 
Nostalgia-related items are one example of products that are ideal to market to baby boomers because of the sentiment and personal memories they conjure. This mental process reinforces the impulse or desire to buy.
 
For example, a father might want to buy his child GI Joe action figures because he himself had these toys as a child. GI Joe action figures were extremely popular in the 60’s and 70s and for many adults they bring back fond childhood memories.
 
If you haven’t noticed, GI Joe has made a huge come back in department & toy stores (2002/2003).
 
Personal note: As I cruised down the aisle of the toy store looking for Christmas gifts, I couldn’t help but get caught up in the nostalgia myself. I had to buy a GI Joe figure for my nephew this Christmas! I wanted him to experience the same fun I had as a kid. Nostalgia is a powerful sales and marketing device.