Temu is attracting hordes of Boomer and Generation X shoppers, belying the Chinese e-commerce app’s reputation as a destination for younger consumers.

In Temu’s first full year of operation in the US, Gen Xers and Baby Boomers shopped there more frequently and spent more than younger shoppers, according to the Chicago research firm Attain. Boomers 59 and older were the most loyal, placing about six orders over 12 months, twice as many as Gen Z shoppers aged 18 to 26, according to Attain, which mines credit card data from a panel of 6.5 million consumers.

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