How to Create a Loyal Audience with Women and Men in their 40s, 50s, 60s, and 70+ Online

Sam Monreal
3 min readNov 15, 2020
Demographic Success with Facebook and Instagram Advertising focused on Men and Women in their 40s, 50s, 60s, and 70s+

Here’s the reality, most people do not know what to get their mothers, fathers, grandmothers, and grandfathers. Even though it is the wealthiest and most reliable market in the United States, most companies seem to take them for granted. Don’t we all need to call our mom a little more often?

When making our gift guide for the holiday season. We will continue to do what we do best and speak to our key market. Here is the breakdown of how we perform at each age range.

Create The Ultimate Gift Guide for Men and Women in Their Forties, Fifties, Sixties and Seventies and Up

We have focused on this demographic at Spirit Wrist and learned a ton along the way. In fact, our core market is 45+ for both men and women. Here are ways to make that happen.

  1. Responsive customer service: having a US-based team, free shipping, and no-hassle exchanges makes our hand-sewn Bali-made wrap bracelets much easier to buy.
  2. Tons of reviews: with 613 reviews and 93% of those five-star its a brand anyone can trust.
  3. Accessible styles: we offer high-end products at a better price by making everything ourselves. Price-conscious seems to agree with a few more years of experience.
  4. Awesome unboxing: for a product priced in the 30–40 dollar range, we put lots of little touches in the gift opening experience, including a card signed by me with my personal phone number.
  5. Stellar follow up: we send texts, emails, and reminders along the shipping journey, so everyone knows where purchases are in transit.
  6. Gift wrapping with a signature: the signature is yours. We handwrite the gift cards that we send with our product.
  7. Marketing with focus: we use aspirational images and content to appeal to our audience. You can see how we do it at the site and in the images below.

Here is how we marketed our gifts for fathers, mothers, grandmothers, and grandfathers or anyone in their forties, fifties, sixties, or seventies and up.

For our men’s top gifts — check out the full list here — we focused the copy on those that would buy for them and perceived men in this age bracket in a certain light. I should know. I am pretty sure a few people who know me have a strong opinion of how I operate. Check out this example image.

Create The Ultimate Gift Guide for Men and Women in Their Forties, Fifties, Sixties and Seventies and Up

For our women’s top gifts— check out the full list here — we focused on universal and aspirational copy that appeals to a much younger than you think market. This is how you win in this demographic.

Create The Ultimate Gift Guide for Men and Women in Their Forties, Fifties, Sixties and Seventies and Up

As with everything in eCommerce, you have to be constantly testing. And when you look at our strategy feel free to do your own R&D. By that we mean ripoff and duplicate. That’s how we all learn in this industry.

You can see that we have clearly started to hone in on the US's best market, and you should too.



Sam Monreal

Sales at firms with over $1B in exits, former F500 leader, founder of BraveHome + HALO, and Monreal Holdings. Strong opinions loosely held. Kinda.