Senior consumer trends in the Polish television market

Research conducted by GfK Consumer between Q2 2025 and Q1 2026 reveals key purchasing trends among seniors (Baby Boomers and the Silent Generation) in Poland regarding television sets. Price is the primary consideration for 71% of buyers, followed by screen size at 67%, and technical specifications at 56%.

Regarding shopping habits, 55% of seniors ultimately purchased their televisions in physical stores, while 52% sought information exclusively offline. Only 26% limited their research to the internet. The average price for a television purchased by this demographic was slightly over 2,800 PLN.

Economic data from Statistics Poland highlights the financial context for these purchases. In 2024, the average monthly disposable income for retirees was 3,017.35 PLN, while for pensioners, it was 2,448.81 PLN. By March 2026, following annual indexation, the average gross benefit paid by the Social Insurance Institution (ZUS) reached 4,509.64 PLN.