When the COVID-19 pandemic hit, it drastically changed the way that many consumers conducted their shopping for almost all their needs. This created a dramatic increase in online purchases, causing global e-commerce sales to skyrocket to 26.7 billion dollars, up four percent from the previous year (UNCTAD, 2021). This surge in sales caused an increase in certain customer segments, resulting in many retailers rethinking their marketing and branding strategies. To many retailers’ surprise, elderly adults aged sixty-five and older began to adopt e-commerce shopping during the pandemic at an overwhelming rate.

• Katelyn Thompson(University of Kentucky, USA)
• Min-Young Lee(University of Kentucky, USA)
• Vanessa Jackson(University of Kentucky, USA)