"On average, middle-aged consumers devote 39 percent of their retail expenditure to department store products and services, while for younger consumers the average is only 25 percent. Since the number of middle-aged people will increase dramatically within the next decade, department stores can expect retail sales to increase significantly during that period. Furthermore, to take advantage of the trend, these stores should begin to replace some of those products intended to attract the younger consumer with products intended to attract the middle-aged consumer."
The author's argument that department stores' business should dramatically increase within the next decade as the number of middle-aged people increase is flawed. The assumption that one increase will create the other, in this case, is not thoroughly researched or proven by the department stores. The big box store trend that was so popular with the Baby Boom Generation is becoming less so with the advent of boutiques and smaller specialty shops.

The first problem and main problem with the author's argument is the fact that department stores' and/or big, non-specialty stores are more popular as a one-stop shop for people who may not have other choices. Whereas, in the city, the shopper can quickly visit more than one large department store and have a wider variety of things to choose from and buy. The current trend of the younger generation, who will be the next middle-aged shopper, is the move to the city from the suburbs. Therefore, the middle-aged customers of department stores now may frequent their favorite large store regularly, but if the department stores do not attempt to draw in a younger crowd, they will become more obsolete as their current market dies out.

The author weakens his argument by suggesting that department stores advertise suggested that the bigger stores try to emulate a more boutique vibe that could draw a younger crowd. The department stores need to develop a loyal customer base in the younger generation to expect to succeed in the coming decade rather than only try to promote themselves among their current patrons. As a large store, many kinds of products and services could be available for the department stores if they chose to implement them.

In concluding, the author did not validate his argument through sufficient surveys of either group of young or old shoppers to solidify his claim that department stores retail sales would increase in the coming decade. Therefore, as the reader, we must believe that his argument is insufficient to base his claim.
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