16 million more shoppers to shopping this weekend.

From Marketplace, I'm Sabrie Vanisher, and for David Brancachio.

This holiday weekend, more than 180 million people are expected to go shopping either in store or online.

That is according to the National Retail Federation which says that is almost 16 million

more shoppers than last year. For retailers the big questions are who is spending and on what

marketplaces Kimberly Adams reports on how different generations are spending.

Baby boomers control about half the wealth in this economy, so it makes sense that, when it comes to holiday spending,

you're going to see boomers using their buying power to really provide experiences, just for themselves but for the younger

generation. Greg Portel is a lead partner at the consulting firm Carney. So you're going to see

a lot of family gifting, a lot of family experiences which should both expand the holiday

shopping season but also add a little depth to people's holiday spirit.

At the same time older shoppers may feel a bit more sticker shock than others.

Lars Perner, a boomer himself who teaches clinical marketing at USC's Marshall School of Business,

says older people...

Spend a lot more time looking at lower prices. School of Business says older people.

Spend a lot more time looking at lower prices throughout the lives,

so inflation is likely to be more unnerving and a disincentive to buying.

For other groups, accepting higher prices isn't as big a deal as

paying them. Candice Corlette is president of WSL strategic retail.

Some of the biggest spenders on gifts are millennials and Gen Z and they're the biggest entertainers and they

have college loans to repay that kicked in in October.

So the timing is dreadful for the holiday season.

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