Today's Wall Street Journal has a lengthy article about retailers expecting a "blue" holiday sales season of low sales. Unfortunately this is exactly what will happen to many of them. However, it will not be because of the war, September 11, economic slowdown or indifferent shoppers, as so many analysts believe.

The real reason for lackluster sales this holiday season will be due to companies staying focused on the youth market instead of the highly lucrative 50+ senior market.

Most companies fail to see that this consumer segment comprises 39% of all goods and services purchased annually and that they control over 80% of the financial assets in existence today. Seniors also have 26% more disposable or discretionary income than any other segment of consumers, and they control 44% of the purchasing decisions made by all family members.

Corporate America has been so enthralled by E-Commerce and the Internet for the past 3 years that they have paid very little attention to the Age Wave that has begun. Hype and Flash have dominated the business world focus with a heavy move on Out with the Old and In with the New. At best companies have put any marketing interest about seniors on the back burner, even though they are aware that the Baby Boomers are aging past 50 and times are changing.

The playing field is basically empty when it comes to marketing to seniors. Sharp sellers will take advantage of this unique opportunity and gain massive market share by catching this Age Wave now. As the old adage says, "strike while the iron is hot." Believe me, this market is as "Red-Hot" as a market gets, so strike now.

Timing is Everything and as Zig Ziglar says, "It’s easy to get ahead when your competition has quit or quit competing." In this case your competition doesn't even see the prospects, so it's smooth sailing.

Seniorized Factoid: Don't be blue, sell to seniors. They really want to buy from you.