This has been a concern of ours for years: Are we ready for the hordes of aging Americans, each with special needs and physical limitations, who shop in our stores? Many people over the age of 50 are healthy and happy and far richer than any other generation. You have a tremendous opportunity ahead of you if your store caters to the needs of these discretionary dollar-rich consumers.

Here are some tips on how to get ready for this generation.

• Place product at more easily reachable heights. Instruct store associates to be on the lookout for customers trying to get at product they can’t reach.

• Place baskets of reading glasses in various magnifications at your service counters and cash wrap counters to help people with aging eyesight. You can also take a tip from another store by tying magnifying glasses to your endcaps.

• Pump up the type size currently used on signing, brochures, newsletters and other point-of-purchase (POP) materials. If shoppers can’t read the materials, no one wins.

• Keep your store well-lit for aging eyes that need 2–3 times more light to see as clearly as younger eyes. Yet, don’t make it too bright, which can also cause problems.

• Look for spots on the sales floor to add comfortable benches where customers can park their spouse or just sit and relax awhile.

• Consider replacing your doorknobs with handles. For consumers with athritis, it’s much easier to operate a handle versus a knob.