Surveying 650 people in the Greater Tokyo and Kansai areas, the Baby-Boomer Research 3 project -- conducted by Hakuhodo's elder business development division -- found that baby-boom women spent on average more than ¥130,000 (US$1,160) a year on clothing.
They were also the most particular about fashion: whether it fits with the occasion, its stylishness, and whether it expresses their self image.
In examining purchasing behaviour, the study found that while 70 per cent of men went shopping with their wives, only a small number of women (17.4 per cent) were likely to shop with a spouse. The results indicated most baby-boom women preferred to shop alone (49.1 per cent), with friends (25.7 per cent), or with their daughters (29.9 per cent).
The study said the last figure shows mother/daughter spending in Japan's family-oriented environment is on the rise. Other major categories for spending included shoes, accessories and cosmetics, with baby-boomer women outspending the age groups above and below them by 10 to 30 per cent.