the gray dollar

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the gray dollar

The economic purchasing power of elderly people as a group. Primarily heard in US. As the baby-boom generation enters old age, many different markets are trying to capitalize on the burgeoning influence of the gray dollar.
See also: dollar, gray
References in periodicals archive ?
Toronto's closing film, "Song for Marion" by Brit helmer Paul Andrew Williams, exemplifies the quest for the gray dollar, with silver-haired sex symbol Terence Stamp as a grumpy husband who joins a choir to take his mind off his wife's illness.
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